• by Sarah Mahoney , Yesterday

E.L.F., the budget beauty powerhouse, is making its maiden voyage into fragrance and body care, with a limited-time collection called E.L.F. Pop: First stop, Tromsø, Norway. The debut is called “Spicy Bundt Nice," and aims to evoke the Nordic country’s cozy vibe, with notes of holiday spice cake, orange zest, cardamom, buttercream frosting, cedarwood, and warm musk. The full line, featuring additional destination scents, is scheduled for release in January.

The news positions E.L.F., one of the fastest-growing consumer products companies, to dive into a brand–new, booming category. E.L.F., long the master of the “dupe” strategy, hopes that its ability to knock off pricey products with affordable versions will work in the famously snobby fragrance realm.

In the announcement, the company credits its vocal fan base with the inspiration and says it chose the “Pop” name after testing the waters with a watermelon scent within its Jelly Pop makeup collection and a limited fragrance collaboration with H&M earlier this year.

The collection “is our next bold leap as we stretch into new playgrounds and categories,” said Oshiya Savur, CMO of E.L.F. brands, in the announcement. “Fragrance is a unique form of self-expression; it is personal and customizable. Body care transforms an everyday necessity into a ritual of self-care and indulgence.”

Each destination will act as “a connective throughline to our community,” she added, “rooted in pride and place, the power of people, which we feel is the true essence of E.L.F. Pop.”

The collection includes a fragrance mist and body cream, both $13, and a $12 travel-sized kit. Like the company’s other products, all are certified as vegan and cruelty-free.

E.L.F. launched the effort on TikTok Shop, its own channels and Amazon, with ads featuring Norwegian illustrator Esra Røise and pop artist Skaar.

Circana, the market research company, reports that total mass beauty sales rose 7% to $39.2 billion in the first half of the year.  Fragrance was the fastest-growing beauty category in mass-market retail, up 15% in dollar sales and 7% in units.

Why focus on a relatively remote city in Norway, more famous for Northern lights and reindeer than trendy beauty products? E.L.F.’s launch is more evidence that Norway’s comforting vibe is growing in influence, fueling a tourism boon. Visit Oslo just released a new ad that brings back Halfdan, the grumpy resident who resents how perfect the place is. In this version, he laments the region’s famed coziness in a Christmas-themed horror musical.

At least some of Norway’s surging Gen Z popularity stems from this year’s World Cup and the outsized charisma of soccer star Erling Haaland. Google searches for “Norway” are up as much as 300% on the year, and searches for Airbnb accommodations there also surged during the games. The love is real: The Wall Street Journal’s style section is featuring Haaland’s hair.