H&M and e.l.f. Cosmetics: collaboration on parfum collection
H&M and e.l.f. Cosmetics, a brand from e.l.f. Beauty announced a collaboration on an unexpected new eau de parfum collection that marks a series of beauty firsts for both brands. Three of e.l.f.’s holy grail favorites – Power Grip Primer, Halo Glow and Camo – are interpreted through H&M’s distinct fashion lens in H&M’s debut beauty partnership and e.l.f.’s first exploration into fragrance. Bold, inclusive, and joyfully disruptive, the collection emphasizes the power of fragrance to connect, empower and inspire, igniting a cultural movement shaped by emotion to “make it make scents.”
Limited edition
As H&M’s first beauty-sphere partnership, the limited-edition collection is a milestone that reaffirms the brand’s evolving vision to extend its creative universe beyond fashion and into the world of beauty and scent. For e.l.f., it’s a double eyes.lips.first as the brand’s debut in fragrance and its first global fashion collaboration furthering its mission to make the best of beauty accessible to every eye, lip and face. H&M and e.l.f. bring unprecedented innovation to a partnership of like‑minded brands, both driven by the passion and power of their communities. At the intersection between fashion’s cultural pulse and beauty’s emphasis on expression, the partnership reflects the shared desire of H&M and e.l.f. to make exceptional design, craftmanship and experience accessible to all.
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