• by Sarah Mahoney , 4 hours ago

E.L.F. Cosmetics is making its first move into fragrance, teaming up with H&M to introduce three limited-run scents. It’s also H&M’s first partnership in the beauty sphere. Both companies are known for ultra-affordable products -- and the collection, priced at $30, launches at a moment when younger beauty buffs are especially hungry for value.

The move marks a cautious expansion for E.L.F., using a limited-run partnership to test fragrance without committing to a permanent category shift.

Each scent riffs on E.L.F. best-sellers, interpreting the beauty products through a fashion and fragrance lens. Power Grip, for example, a best-selling makeup primer, becomes Salty Drip, scented with cooling eucalyptus and aromatic cedar. Halo Glow, its “liquid glow” complexion booster, translates to a scent called Luminous Cloud, with airy florals like magnolia and soft vanilla. And Camo Blend, a product E.L.F. fans love for its maximum coverage, turns into a “mysterious and paradoxical” fragrance called Nude Canvas, combining musk and palo santo, a fragrant wood from South America.

In a joint announcement calling it a “partnership of like-minded brands,” executives stress the importance of affordable price points in a new way. “The world is craving more liberation, imagination and self-expression,” says Kory Marchisotto, E.L.F. CMO. “This is the best of beauty made accessible to the happy many.”

“Being part of E.L.F.’s first venture into fragrance is especially meaningful, and together we set out to create something unexpected,” says Cathrine Wigzell, general manager of H&M Beauty, in the release. “This collection reflects our shared belief in democratizing access to high-quality beauty experiences.”

To introduce the products, H&M and E.L.F. teamed up for a campaign called “spritz. walk. waft.,” with choreography designed to maximize the spread of scent, asking fragrance lovers to “make it make scents.”

The partnership also includes limited-edition accessories, including Power Grip Salty Grip gripping socks, a Halo Glow Luminous Cloud charm and a Camo Blend Nude Canvas bowling bag.

Beloved for its low-price “dupe” products, E.L.F. likely has more license to experiment in new areas as beauty shoppers focus more on price.

“Inflationary pressures have kept shoppers highly price-sensitive, making promotional strategies more critical than ever,” writes Larissa Jensen, Circana’s global beauty advisor, in her latest report. “They are prioritizing perceived value over brand loyalty, actively seeking affordable alternatives that deliver quality without compromise.”