e.l.f. Cosmetics and H&M announced a massive global partnership that marks a series of “firsts.” Not only is this e.l.f.’s official debut in the fragrance category, but it is also H&M’s first-ever collaboration with another beauty brand.
Titled “Make It Make Scents,” the limited-edition collection interprets e.l.f.’s most viral franchises—Power Grip, Halo Glow, and Camo—into high-concept, vegan Eau de Parfums.
The brands didn’t just pick random floral notes; they worked to translate the feeling and texture of the makeup into liquid form. Here is the breakdown of the three signature scents:
POWER GRIP (Salty Drip): Just like the sticky, hydrating primer that changed the game, this scent is “crystalline.” It features cooling eucalyptus, cedarwood, and mineral sea salt. It feels fresh, watery, and incredibly clean.
HALO GLOW (Luminous Cloud): Designed to mimic that “lit-from-within” radiance, this is an airy, romantic floral. Notes of magnolia and soft vanilla are wrapped in a warm amber base, creating a dreamy, shimmering effect.
CAMO BLEND (Nude Canvas): Mirroring the “your-skin-but-better” coverage of the Camo line, this is a sophisticated skin scent. It’s a warm, mysterious blend of creamy vanilla, musk, and smoky palo santo.
To celebrate the drop, the brands released a high-energy music video directed by Tanu Muino (known for her work with Harry Styles and Lil Nas X). The campaign introduces an original track called “spritz. walk. waft.” and focuses on the “art of the waft”—a playful new way to ensure your scent makes an entrance.
The “Make It Make Scents” collection officially launches on January 29, 2026. Available online at hm.com and in select H&M stores globally.
