What if your favorite foundations were transformed into perfume? With their joint capsule, H&M and elf Cosmetics are bringing three make-up bestsellers, from to to , into eau de parfum format. A collab highly anticipated by fans, which hides several firsts.
Announced on January 22, 2026, this H&M x elf Cosmetics perfume collection marks the beauty partnership of H&M Beauty with another brand and the entry of e.lf into fragrance. It arrives on a market where mass-market perfume would have gained nearly 17% and prestige 6% in 2025.
H&M x elf Cosmetics perfume: a first worn by the community
For H&M Beauty, this association opens a new era. , explains Cathrine Wigzell, quoted by FashionNetwork. The tone is set: both brands are banking on their very engaged communities.
The manager insists on the accessible dimension of this limited capsule and described as “joyfully disruptive”. , she continues. For her part, Kory Marchisotto, marketing director of e.lf Beauty, underlines the cultural ambition of the project: , she analyzes, cited by FashionNetwork.
Three eau de parfum inspired by elf bestsellers
The collection brings together three fragrances: Power Grip, Halo Glow and Camo Blend, each translating a “holy grail” elf make-up into juice. Power Grip combines eucalyptus, cedar and sea salts, Halo Glow magnolia, vanilla and amber, Camo Blend vanilla, musk and palo santo.
Designed as accessible niche perfumes, these vegan eau de parfums will be offered in limited edition at around $30, or around 25 euros, from January 29, 2026 on hm.com and in a selection of H&M stores.
Price, release and where to buy H&M x elf Cosmetics perfume
The capsule will be available on hm.com and in some H&M stores, with some matching accessories to extend the scented universe. Enough to allow fans to compose a total look around their make-up routines and these new olfactory signatures.
The “spritz. walk. waft.” campaign features the scented gesture as an extension of the outfit, for the H&M and elf communities on TikTok. An ideal setting for these three eau de parfums designed from the start to be shared, commented on and appropriated by fan culture.
When is the H&M x elf Cosmetics perfume collaboration coming out?
The launch is scheduled for January 29, 2026 on hm.com and in H&M stores.
What are the H&M x elf perfumes and their notes?
The capsule brings together Power Grip, Halo Glow and Camo Blend, with fresh, floral, vanilla and woody accords.
How much do H&M x elf perfumes cost?
Each bottle will be sold for around 30 dollars, or around 25 euros, with an accessible premium perfume positioning.
