H&M Beauty and E.L.F. Beauty launch collaborative Eau de Parfum collection
Swedish fashion giant H&M’s Beauty Division and American Cosmetics brand E.L.F. Beauty have collaborated on a new limited-edition eau de parfum collection
The first of a kind groundbreaking global partnership for both brands it comprises of a trio of e.l.f.’s holy grail favorites – Power Grip Primer, Halo Glow and Camo interpreted through H&M’s distinct fashion lens.
The collection emphasizes the disruptive spirit and power of each fragrance that opens the door to three unique sensorial worlds and connect, empower and inspire.
Details of the H&M x e.l.f. Fragrance Collection:
POWER GRIP – Salty Drip
A crystalline scent with cooling eucalyptus, aromatic cedarwood, softened by mineral sea salt and water offers a fresh, hydrating grip.
HALO GLOW – Luminous Cloud
A luminous scent of airy florals wrapped in a comforting cloud of sweetness – (Magnolia, vanilla, amber) that’s Feminine, romantic, and enchanting.
CAMO BLEND – Nude Canvas
A transformative scent of creamy woods and smoky depth (Vanilla, musk, palo santo), that blends seamlessly into skin.
To enhance the expressive experience of the partnership, the collection is complemented by limited-edition accessories such as Power Grip Salty Grip Gripping Socks, Halo Glow Luminous Cloud Charm and Camo Blend Nude Canvas Bowling Bag + Mini Bag.
‘This collaboration marks an exciting milestone for H&M as our first-ever partnership with another beauty brand. e.l.f’s clear point of view and strong emotional connection with its community made this a natural collaboration for us. Being part of e.l.f’s first venture into fragrance is especially meaningful, and together we set out to create something unexpected – bringing premium craftsmanship to fragrance in a way that is modern, expressive, and accessible. This collection reflects our shared belief in democratizing access to high-quality beauty experiences,’ Cathrine Wigzell, General Manager, H&M Beauty said in a press release.
‘The world is craving more liberation, imagination and self-expression. e.l.f. and H&M answer the call with a multi-sensory journey extending the boundaries of fan-favorite franchises Power Grip, Halo Glow and Camo. This is the rhythm of kindred spirits force multiplying to unleash the power, pace and curiosity of fashion and fragrance. This is the best of beauty made accessible to the happy many,’ added Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty.
For H&M, collection is a milestone that reaffirms the brand-s evolving vision to extend its creative universe beyond fashion and into the world of beauty and scent. For e.l.f., it marks it’s first exploration into fragrance, at the intersection between fashion’s cultural pulse and beauty’s emphasis on expression. Together, the partnership reflects the shared desire of H&M and e.l.f. to make exceptional design, craftmanship and experience accessible to all.
Priced at Eur 24.99, The H&M x e.l.f. Fragrance Collection is available now, in selected H&M stores around the world and online at hm.com.
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