E.l.f. and H&M Link up to Release Three Limited-Edition Scents

E.l.f. Cosmetics and H&M are joining forces to release a three-piece collection of perfumes inspired by e.l.f.’s beloved makeup lineup. By fusing H&M’s fashion-forward lens with e.l.f.’s passion for accessibility and innovation in the beauty space, the collaboration is attempting to extend both brands’ creative universes beyond their usual limits.

In honor of e.l.f.’s viral Power Grip Primer, Halo Glow Liquid Filter and Camo Concealer, the “Power Grip,” “Halo Glow” and “Camo Blend” Eau de Parfums emerge as the beauty brand’s first entry into the scent category. “Being part of e.l.f.’s first venture into fragrance is especially meaningful, and together we set out to create something unexpected. This collection reflects our shared belief in democratizing access to high-quality beauty experiences,” Cathrine Wigzell, general manager of H&M Beauty, says in a press release.