{"id":691,"date":"2026-01-30T06:21:27","date_gmt":"2026-01-29T22:21:27","guid":{"rendered":"https:\/\/nichebeaty.com\/index.php\/2026\/01\/30\/hm-x-e-l-f-turn-viral-makeup-into-fragrance\/"},"modified":"2026-01-30T06:21:27","modified_gmt":"2026-01-29T22:21:27","slug":"hm-x-e-l-f-turn-viral-makeup-into-fragrance","status":"publish","type":"post","link":"https:\/\/nichebeaty.com\/index.php\/2026\/01\/30\/hm-x-e-l-f-turn-viral-makeup-into-fragrance\/","title":{"rendered":"H&#038;M x e.l.f. Turn Viral Makeup Into Fragrance"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\" hasDropCap\">Fashion and beauty just got a little more intertwined with H&amp;M and e.l.f. Cosmetics\u2019 limited-edition eau de parfum collection. While H&amp;M isn\u2019t exactly new to beauty (it launched its own cosmetics line in 2015), this marks its first-ever beauty partnership. E.l.f., meanwhile, is breaking new ground with its debut in fragrance and its first collaboration within the global fashion space.<\/p>\n<p>Collaborations like this don\u2019t always land. At times, a brand\u2019s consumer base or point of view can get lost in the hype. But this one feels more intentional. Rather than chasing a trendy fragrance note or attempting to reinvent fine fragrance, both brands leaned into their strengths. Each scent is inspired by three of e.l.f.\u2019s most beloved, viral products\u2014Power Grip Primer, Halo Glow Liquid Filter and Camo Concealer\u2014and each is reimagined as an \u201cinfinitely spritzable\u201d eau de parfum.<\/p>\n<p>These fragrances don\u2019t just borrow product names; they\u2019re crafted to capture how those products feel. For example, Power Grip Salty Drip<strong> <\/strong>mirrors the primer\u2019s aquatic tone with notes of eucalyptus, cedarwood and sea salt. Halo Glow Luminous Cloud brings the lit-from-within feeling of e.l.f.\u2019s glow wands to life with aromas of magnolia, vanilla and amber. The Camo Blend Nude Canvas fragrance is named after the brand\u2019s diverse complexion line and has equally naked notes of vanilla, musk and palo santo.<\/p>\n<p>Packaging-wise, H&amp;M brought its everyday-luxury sensibility to the bottles, which feature clean rectangular silhouettes, fluid gemstone-like caps and the brand\u2019s signature minimalist font. In the official press release, Cathrine Wigzell, general manager of H&amp;M Beauty, elaborated on the partnership\u2019s significance: \u201cE.l.f\u2019s clear point of view and strong emotional connection with its community made this a natural collaboration for us. Together we set out to create something unexpected\u2014bringing premium craftsmanship to fragrance in a way that is modern, expressive and accessible.\u201d<\/p>\n<p>In addition to fragrance, the launch includes three limited-edition accessories: the Power Grip Salty Grip Gripping Socks ($20), the Halo Glow Luminous Cloud Charm ($20) and the Camo Blend Nude Canvas Bowling Bag + Mini Bag ($40). The full collection is now available exclusively at H&amp;M for a limited time.<\/p>\n<\/p><\/div>\n<p><script id=\"11e212685b4237ef528e61442140ad99-1\" type=\"nitropack\/inlinescript\" class=\"nitropack-inline-script\">\n!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?\nn.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;\nn.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;\nt.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,\ndocument,'script','https:\/\/connect.facebook.net\/en_US\/fbevents.js');\nfbq('init', '1572440699746061'); \/\/ Insert your pixel ID here.\nfbq('track', 'PageView');\n<\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fashion and beauty just got a little more intertwined w [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":692,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55],"tags":[],"_links":{"self":[{"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/posts\/691"}],"collection":[{"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/comments?post=691"}],"version-history":[{"count":0,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/posts\/691\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/media\/692"}],"wp:attachment":[{"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/media?parent=691"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/categories?post=691"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/nichebeaty.com\/index.php\/wp-json\/wp\/v2\/tags?post=691"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}