무슨 발표인가

• H&M 최초 뷰티 파트너십
• e.l.f. 첫 향수 진출
• 3가지 시그니처 향수 컬렉션

원문 (영어)

Three beauty icons. Three unique scents. One groundbreaking global partnership to ‘make it make scents.’ 22 January, 2026 <div class="w-image align_cen

H&M and e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), today announce 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.”

This collaboration marks an exciting milestone for H&M as our first-ever partnership with another beauty brand. e.l.f’s clear point of view and strong emotional connection with its community made this a natural collaboration for us. Being part of e.l.

f’s first venture into fragrance is especially meaningful, and together we set out to create something unexpected — bringing premium craftsmanship to fragrance in a way that is modern, expressive, and accessible. This collection reflects our shared belief in democratizing access to high-quality beauty experiences, says Cathrine Wigzell , General Manager, H&M Beauty.

says Cathrine Wigzell , General Manager, H&M Beauty. The world is craving more liberation, imagination and self-expression. e.l.f. and H&M answer the call with a multi-sensory journey extending the boundaries of fan-favorite franchises Power Grip, Halo Glow and Camo. This is

원문: H&M Group Newsroom — "H&M e.l.f. Cosmetics fragrance collaboration - H&M Group" (2026-01-22) 공식 원문: https://hmgroup.com/news/hm-and-e-l-f-cosmetics-join-forces-for-a-first-of-its-kind-fragrance-collaboration/