E.l.f. and H&M Link up to Release Three Limited-Edition Scents
The duo is bringing us accessible perfumes inspired by e.l.f.’s cult-favorite makeup products.
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.
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Created in hopes of bringing luxe scents to the masses, the limited-edition capsule is said to provide a sensorial experience minus the hefty price tag. As for the scents themselves, “Power Grip” is infused with eucalyptus, cedarwood and sea salts for an earthy and fresh profile. Next, “Halo Glow” has notes of magnolia, vanilla and amber for the perfect feminine and romantic aura. Lastly, “Camo Blend” is a classically warm perfume thanks to vanilla, musk and palo santo.
The “Power Grip,” “Halo Glow” and “Camo Blend” Eau de Parfums retail for $30 USD each and will be available for purchase on the H&M website starting January 29.
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