{"id":1517054,"date":"2026-01-22T09:30:00","date_gmt":"2026-01-22T06:30:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1517054"},"modified":"2026-01-22T09:30:00","modified_gmt":"2026-01-22T06:30:00","slug":"want-to-smell-like-youre-good-at-makeup-e-l-f-made-a-fragrance-for-that","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1517054","title":{"rendered":"Want To Smell Like You\u2019re Good at Makeup? e.l.f. Made a Fragrance for That"},"content":{"rendered":"<p><main id=\"main_1-0\" class=\"comp main layout-body--continuous-scroll mntl-block\" data-tracking-container=\"true\"><\/p>\n<article id=\"beauty-article--sc_1-0\" class=\"comp beauty-article--sc beauty-article mntl-article mntl-article--two-column-right-rail sc-ad-container\" data-tracking-container=\"true\">\n<div class=\"loc article-header\">\n<div id=\"article-header_1-0\" class=\"comp article-header mntl-block article-top\">\n<h1 id=\"article-heading_1-0\" class=\"comp article-heading mntl-text-block\">Want To Smell Like You\u2019re Good at Makeup? e.l.f. Made a Fragrance for That<\/h1>\n<div id=\"article-meta_1-0\" class=\"comp article-meta mntl-article-meta mntl-block\" data-tracking-container=\"true\">\n<div id=\"bylines_1-0\" class=\"comp bylines beauty-bylines mntl-bylines\" data-tracking-container=\"true\">\n<div id=\"mntl-bylines__group_1-0\" class=\"comp mntl-bylines__group mntl-block mntl-bylines__group--author\">\n<div id=\"mntl-bylines__item_1-0\" class=\"comp mntl-bylines__item mntl-attribution__item mntl-attribution__item--has-date\"><span class=\"mntl-attribution__item-descriptor\">By<\/span><\/p>\n<div data-tooltip=\"&lt;p&gt;Olivia Hancock is the senior editor at Byrdie and has over five years of experience writing for digital media platforms.&lt;\/p&gt;\" data-inline-tooltip=\"true\"> Olivia Hancock<\/p>\n<div id=\"mntl-author-tooltip_1-0\" class=\"comp mntl-author-tooltip mntl-tooltip mntl-group\">\n<div class=\"mntl-author-tooltip__top \">\n<div class=\"mntl-author-tooltip__image-wrapper\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"200\" height=\"200\" alt=\"Olivia Hancock editor for Byrdie\" class=\"lazyload mntl-author-tooltip__image mntl-image universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/olivia-a950c8bedce74de0b693b92e4c90fd51-1.webp\" title=\"olivia-a950c8bedce74de0b693b92e4c90fd51-1\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/olivia-a950c8bedce74de0b693b92e4c90fd51-1.webp\" width=\"200\" height=\"200\" class=\"img--noscript mntl-author-tooltip__image mntl-image universal-image__image\" alt=\"Olivia Hancock editor for Byrdie\" title=\"olivia-a950c8bedce74de0b693b92e4c90fd51-1\"><\/div>\n<\/div>\n<div id=\"mntl-author-tooltip__name_1-0\" class=\"comp mntl-author-tooltip__name mntl-attribution__item \">\nOlivia Hancock\n<\/div>\n<div id=\"mntl-author-tooltip__social-nav_1-0\" class=\"comp mntl-author-tooltip__social-nav beauty-social-nav mntl-social-nav social-nav--tooltip\" data-tracking-container=\"true\">\n<ul class=\"social-nav__list\">\n<li class=\"social-nav__item social-nav__item--instagram\"><\/ul>\n<\/div>\n<div class=\"mntl-author-tooltip__bio\">\n<p>Olivia Hancock is the senior editor at Byrdie and has over five years of experience writing for digital media platforms.<\/p>\n<\/div>\n<\/div>\n<div class=\"mntl-author-tooltip__bottom\">\nByrdie&#8217;s Editorial Guidelines\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"mntl-attribution__item-date\">Published on January 22, 2026 04:30AM<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"loc article-content\">\n<div id=\"article__broad-video-jw_1-0\" class=\"comp article__broad-video-jw mntl-jwplayer-broad mntl-block is-hidden\" data-pixel-depth=\"100\">\n<div id=\"mntl-jwplayer-broad__title_1-0\" class=\"comp mntl-jwplayer-broad__title mntl-block\"><button id=\"mntl-jwplayer-broad__title-icon--close_1-0\" class=\"comp mntl-jwplayer-broad__title-icon--close mntl-block text-label-100\" data-click-tracked=\"false\"><span id=\"mntl-text-block_2-0\" class=\"comp mntl-text-block\">Close<\/span><\/button><\/div>\n<\/div>\n<div id=\"mntl-block_2-0\" class=\"comp mntl-block article__body right-rail\">\n<figure id=\"mntl-universal-primary-image_1-0\" class=\"comp mntl-universal-primary-image primary-image\" data-tracking-container=\"true\">\n<div class=\"primary-image__media\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7.webp\" width=\"2000\" height=\"1500\" alt=\"A person posing with a bottle of beauty product holding it near their forehead\" class=\" primary-image__image mntl-primary-image--blurry\" title=\"hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7.webp\" width=\"2000\" height=\"1500\" class=\"loaded primary-img--noscript primary-image__image mntl-primary-image--blurry\" alt=\"A person posing with a bottle of beauty product holding it near their forehead\" title=\"hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7\"><\/div>\n<\/div><figcaption id=\"primary-image__figcap_1-0\" class=\"comp primary-image__figcap mntl-figure-caption figure-article-caption\"><span class=\"figure-article-caption-owner\"><\/p>\n<p>H&amp;M \/ e.l.f. Cosmetics<\/p>\n<p><\/span><\/figcaption><\/figure>\n<div id=\"mntl-sc-page_1-0\" class=\"comp mntl-sc-page mntl-block\" data-sc-sticky-offset=\"125\" data-sc-ad-label-height=\"16\" data-sc-ad-track-spacing=\"100\" data-sc-min-track-height=\"250\" data-sc-max-track-height=\"600\" data-sc-breakpoint=\"50em\" data-sc-load-immediate=\"5\" data-sc-content-positions=\"[1, 1250, 1, 1, 1, 1, 1, 1, 1]\" data-bind-scroll-on-start=\"true\">\n<p id=\"mntl-sc-block_1-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> H&amp;M and e.l.f. Cosmetics are teaming up for a collaboration none of us saw coming: a line of fragrances. The partnership marks a major first for both brands\u2014H&amp;M&#8217;s first beauty-centric collaboration and e.l.f.&#8217;s debut in fragrance, as well as its first global fashion partnership.\n<\/p>\n<p id=\"mntl-sc-block_3-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> &#8220;We really wanted to do something unexpected,&#8221; H&amp;M Beauty&#8217;s general manager, Cathrine Wigzell, says. &#8220;We&#8217;re still very true to who we are as a brand, but a beauty collab felt like a natural next step. We always strive to make the desirable accessible, and we approached elf since we felt that our brand values are so aligned. Creativity, accessibility, and inclusivity are at the core of both brands.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_5-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> For e.l.f. Beauty&#8217;s chief brand officer, Laurie Lam, fragrance had long been top of mind\u2014and it was the brands&#8217; shared DNA that made H&amp;M the ideal partner for entering a new category. &#8220;When you think about products that have become almost iconic\u2014Power Grip Primer, for example\u2014people subscribe to it in a way that&#8217;s hard to believe. For us, it was about how do you take something that has a world of its own and bring it into the lens of fragrance? Through elevated eyes like H&amp;M.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_7-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> The Eau de Parfum collection consists of three scents inspired by e.l.f.&#8217;s best-sellers\u2014Power Grip Primer, Halo Glow, and Camo Collection\u2014all priced at $30. &#8220;It was a no-brainer that we should go for the icons,&#8221; Wigzell says. &#8220;The creative process was also so much fun because we didn&#8217;t start by asking, &#8216;What notes define these products?&#8217; Instead, we talked about what they would <em>feel<\/em> like as a scent. We wanted to translate textures, finishes, and the attitude of these iconic formulas and turn all of that into fragrance.&#8221;\n<\/p>\n<figure id=\"mntl-sc-block_9-0\" class=\"comp mntl-sc-block beauty-sc-block-image mntl-sc-block-image figure-landscape figure-high-res\">\n<div class=\"figure-media\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"1500\" alt=\"Three perfume bottles labeled Halo Glow Camo Blend and Power Grip standing side by side\" class=\"lazyload mntl-image mntl-image universal-image__image\" id=\"mntl-sc-block-image_1-0\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf4-8398bbe728674497a21510aa82cc19a2.webp\" title=\"hmelf4-8398bbe728674497a21510aa82cc19a2\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf4-8398bbe728674497a21510aa82cc19a2.webp\" width=\"2000\" height=\"1500\" class=\"img--noscript mntl-image mntl-image universal-image__image\" alt=\"Three perfume bottles labeled Halo Glow Camo Blend and Power Grip standing side by side\" title=\"hmelf4-8398bbe728674497a21510aa82cc19a2\"><\/div>\n<\/div><figcaption id=\"mntl-figure-caption_1-0\" class=\"comp mntl-figure-caption text-utility-100 figure-article-caption\"><span class=\"figure-article-caption-owner\"><\/p>\n<p>H&amp;M \/ e.l.f. Cosmetics<\/p>\n<p><\/span><\/figcaption><\/figure>\n<p id=\"mntl-sc-block_10-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> Power Grip Salty Drip channels the cult-favorite primer through a crystalline blend of cooling eucalyptus, aromatic cedarwood, and mineral sea salt. Halo Glow Luminous Cloud mirrors the line&#8217;s soft-focus radiance with airy magnolia, warm vanilla, and amber. And rounding out the collection, Camo Blend Nude Canvas is a skin-like fragrance built on vanilla, musk, and palo santo. &#8220;I can&#8217;t pick favorites, but what I will say is that I think each of the fragrances is so transportive,&#8221; Lam says. &#8220;There&#8217;s a fragrance for every different mood that you might feel.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_12-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\">However, the fragrances aren&#8217;t the only cool component of this collaboration. With H&amp;M at the table, of course, fashion had to be part of the conversation. With the rollout comes some chic complementary accessories, like the Power Grip Salty Grip Gripping Socks, Halo Glow Luminous Cloud Charm, and Camo Blend Nude Canvas Bowling Bag + Mini Bag. &#8220;The accessories really helped turn the scents into a full experience,&#8221; Wigzell says. &#8220;They complement the fragrances while reflecting the distinct style of each iconic e.l.f. product in a really thoughtful way.&#8221;\n<\/p>\n<figure id=\"mntl-sc-block_14-0\" class=\"comp mntl-sc-block beauty-sc-block-image mntl-sc-block-image figure-portrait figure-high-res\">\n<div class=\"figure-media\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"2440\" alt=\"A group of models posing in a studio setting camera crew visible in the foreground\" class=\"lazyload mntl-image mntl-image universal-image__image\" id=\"mntl-sc-block-image_2-0\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf5-ce402a16587f40fe94f71abeb3927419.webp\" title=\"hmelf5-ce402a16587f40fe94f71abeb3927419\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf5-ce402a16587f40fe94f71abeb3927419.webp\" width=\"2000\" height=\"2440\" class=\"img--noscript mntl-image mntl-image universal-image__image\" alt=\"A group of models posing in a studio setting camera crew visible in the foreground\" title=\"hmelf5-ce402a16587f40fe94f71abeb3927419\"><\/div>\n<\/div><figcaption id=\"mntl-figure-caption_2-0\" class=\"comp mntl-figure-caption text-utility-100 figure-article-caption\"><span class=\"figure-article-caption-owner\"><\/p>\n<p>H&amp;M \/ e.l.f. Cosmetics<\/p>\n<p><\/span><\/figcaption><\/figure>\n<p id=\"mntl-sc-block_15-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> Once the world of fragrances and accessories was set, the brands turned their attention to how it would all come to life. And for H&amp;M and e.l.f., there was no better way to introduce the lineup than with music. The brands are rolling out a high-energy original track titled &#8220;spritz. walk. waft.&#8221; and a music video directed by Tanu Muino, featuring playful choreography designed to maximize the spread of scent. &#8220;We came together to talk about how people should experience the fragrance, which led us to the idea of wafting,&#8221; Lam says. &#8220;From there, the song came about, then the choreography. Ultimately, we wanted everyone to be able to express scent in their own way.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_17-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> You can shop the collection starting January 29 at select H&amp;M stores worldwide and online. Wigzell and Lam are both excited for their consumers to experience the scents, sounds, and styles associated with this collab. As Lam puts it, &#8220;I&#8217;m proud of the the way we&#8217;ve bridged fashion, beauty, and scent\u2014this collaboration is the meeting point between fashion&#8217;s creative pulse and e.l.f. Beauty&#8217;s power to connect and empower people across a global audience. This is something I don&#8217;t think anyone would have predicted right away. It wasn&#8217;t on anyone&#8217;s bingo card. And I think we&#8217;ve definitely defied gravity to make it happen.&#8221;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"loc article-post-content\">\n<div id=\"beauty-breadcrumbs--chips_1-0\" class=\"comp beauty-breadcrumbs--chips mntl-universal-breadcrumbs--chips mntl-block\">\n<div id=\"mntl-breadcrumbs__read-more_1-0\" class=\"comp mntl-breadcrumbs__read-more mntl-text-block text-title-100\">Read more:<\/div>\n<ul id=\"mntl-universal-breadcrumbs_1-0\" class=\"comp mntl-universal-breadcrumbs mntl-block text-label-300 breadcrumbs\" data-tracking-container=\"true\">\n<li id=\"mntl-breadcrumbs__item_1-0\" class=\"comp mntl-breadcrumbs__item mntl-block\"><span class=\"link__wrapper\">Fragrance<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/article>\n<div id=\"recirc_1-0\" class=\"comp recirc mntl-block\" data-tracking-container=\"true\">\n<h2 id=\"recirc__heading_1-0\" class=\"comp recirc__heading mntl-text-block\">Related Stories<\/h2>\n<ul id=\"card-list-1_1-0\" class=\"comp card-list-1 card-list mntl-block l-container\" data-tracking-container=\"true\">\n<li id=\"card-list__item_1-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"A model holding a tube of Dr Idriss Dessert Barrier Baste\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/dessertlede-f9e8f8f7177941aa9cc2cf000e7cb108-7.webp\" title=\"dessertlede-f9e8f8f7177941aa9cc2cf000e7cb108-7\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/dessertlede-f9e8f8f7177941aa9cc2cf000e7cb108-7.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"A model holding a tube of Dr Idriss Dessert Barrier Baste\" title=\"dessertlede-f9e8f8f7177941aa9cc2cf000e7cb108-7\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">Dr. Idriss Put the Yummiest Twist on Her Iconic Lip Basting Kit<\/span><\/span><\/div>\n<\/li>\n<li id=\"card-list__item_2-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"woman wearing pink frosted lipstick\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/ballerinashoeslipstick-8a1888f075e94ef58fe0f2dfcfe7e677-4.webp\" title=\"ballerinashoeslipstick-8a1888f075e94ef58fe0f2dfcfe7e677-4\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/ballerinashoeslipstick-8a1888f075e94ef58fe0f2dfcfe7e677-4.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"woman wearing pink frosted lipstick\" title=\"ballerinashoeslipstick-8a1888f075e94ef58fe0f2dfcfe7e677-4\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">L&#8217;Oreal&#8217;s Viral Ballerina Shoes Lipstick Breaks All My Beauty Rules in the Best Way<\/span><\/span><\/div>\n<\/li>\n<li id=\"card-list__item_3-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"Ariana Grande holding an eyeshadow palette in her dressing room\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/arianagrandeeyeshadow-dd3329c142f64a0488d2c56b9ce8b848-8.webp\" title=\"arianagrandeeyeshadow-dd3329c142f64a0488d2c56b9ce8b848-8\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/arianagrandeeyeshadow-dd3329c142f64a0488d2c56b9ce8b848-8.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"Ariana Grande holding an eyeshadow palette in her dressing room\" title=\"arianagrandeeyeshadow-dd3329c142f64a0488d2c56b9ce8b848-8\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">R.e.m. 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src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/misscirclelede-a65dee8ef8334b9583249729b410f11b-16.webp\" title=\"misscirclelede-a65dee8ef8334b9583249729b410f11b-16\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/misscirclelede-a65dee8ef8334b9583249729b410f11b-16.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"A model wearing a white fur trimmed dress in a frosty landscape.\" title=\"misscirclelede-a65dee8ef8334b9583249729b410f11b-16\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">47 January Beauty and Style Launches to Kick Off 2026 in Good Taste<\/span><\/span><\/div>\n<\/li>\n<li id=\"card-list__item_7-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"A model holds a bottle of YSL's Libre Vanille fragrance.\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/ysllede-8929b1434cf147238d0fdd54292b90ce-1.webp\" title=\"ysllede-8929b1434cf147238d0fdd54292b90ce-1\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/ysllede-8929b1434cf147238d0fdd54292b90ce-1.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"A model holds a bottle of YSL's Libre Vanille fragrance.\" title=\"ysllede-8929b1434cf147238d0fdd54292b90ce-1\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">YSL Beauty&#8217;s Libre Vanille Couture Perfume Is the Best Holiday Indulgence<\/span><\/span><\/div>\n<\/li>\n<li id=\"card-list__item_8-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"A cosmetics display featuring Armani Luminous Silk Foundation with closeups of product application and packaging\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/byr_newluminoussilk_leadrecirc-b24c8d9ac1b24cd8addc818aab863bc7-4.webp\" title=\"byr_newluminoussilk_leadrecirc-b24c8d9ac1b24cd8addc818aab863bc7-4\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/byr_newluminoussilk_leadrecirc-b24c8d9ac1b24cd8addc818aab863bc7-4.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"A cosmetics display featuring Armani Luminous Silk Foundation with closeups of product application and packaging\" title=\"byr_newluminoussilk_leadrecirc-b24c8d9ac1b24cd8addc818aab863bc7-4\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">Armani Beauty&#8217;s Luminous Silk Got a Really Good Facelift<\/span><\/span><\/div>\n<\/li>\n<\/ul>\n<ul id=\"card-list-2_1-0\" class=\"comp card-list-2 card-list mntl-block l-container\" data-tracking-container=\"true\">\n<li id=\"card-list__item_9-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"A collection of various perfume bottles displayed against a dark background\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/byr_indiefragrance_leadrecirc-2426533c68224d6d8db52168067e3d3a-1.webp\" title=\"byr_indiefragrance_leadrecirc-2426533c68224d6d8db52168067e3d3a-1\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/byr_indiefragrance_leadrecirc-2426533c68224d6d8db52168067e3d3a-1.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"A collection of various perfume bottles displayed against a dark background\" title=\"byr_indiefragrance_leadrecirc-2426533c68224d6d8db52168067e3d3a-1\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">12 On-the-Rise Fragrance Brands to Add to Your Perfume Collection<\/span><\/span><\/div>\n<\/li>\n<li id=\"card-list__item_10-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"Byrdie editor selfies\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/byr_leadrecirc-7362016959d14bcba0a313eaa7d7eb49-1.webp\" title=\"byr_leadrecirc-7362016959d14bcba0a313eaa7d7eb49-1\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/byr_leadrecirc-7362016959d14bcba0a313eaa7d7eb49-1.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"Byrdie editor selfies\" title=\"byr_leadrecirc-7362016959d14bcba0a313eaa7d7eb49-1\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">E.l.f.&#8217;s New Soft Glam Concealer Covered Our Holiday-Induced Eye Bags in Seconds<\/span><\/span><\/div>\n<\/li>\n<li id=\"card-list__item_11-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"A person with curly hair wearing a red sweater looking at the camera\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/tatcha-e441f6feab95482b9f7c12bb825ff9ca-3.webp\" title=\"tatcha-e441f6feab95482b9f7c12bb825ff9ca-3\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/tatcha-e441f6feab95482b9f7c12bb825ff9ca-3.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"A person with curly hair wearing a red sweater looking at the camera\" title=\"tatcha-e441f6feab95482b9f7c12bb825ff9ca-3\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">Tatcha&#8217;s New Moisturizer Is Like a Memory Foam Mattress for Your Skin<\/span><\/span><\/div>\n<\/li>\n<li id=\"card-list__item_12-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"A hand holds a body of SOS Body Wash underwater.\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/sossocial-d8826d1f461d41b4bccc003f734aa9cd-3.webp\" title=\"sossocial-d8826d1f461d41b4bccc003f734aa9cd-3\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/sossocial-d8826d1f461d41b4bccc003f734aa9cd-3.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"A hand holds a body of SOS Body Wash underwater.\" title=\"sossocial-d8826d1f461d41b4bccc003f734aa9cd-3\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">You Can Now Literally Bathe in Tower 28&#8217;s SOS Spray<\/span><\/span><\/div>\n<\/li>\n<li id=\"card-list__item_13-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"Setting Sprays Featuring Charlotte Tilbury Airbrush Flawless and MAKEUP BY MARIO SurrealSkin Tested On People's Faces\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/byr-setting-sprays-tout-recirc-ef9ac2dd27744d23a137932e28e21f26-3.webp\" title=\"byr-setting-sprays-tout-recirc-ef9ac2dd27744d23a137932e28e21f26-3\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/byr-setting-sprays-tout-recirc-ef9ac2dd27744d23a137932e28e21f26-3.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"Setting Sprays Featuring Charlotte Tilbury Airbrush Flawless and MAKEUP BY MARIO SurrealSkin Tested On People's Faces\" title=\"byr-setting-sprays-tout-recirc-ef9ac2dd27744d23a137932e28e21f26-3\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">The 11 Best Setting Sprays for Long-Lasting Makeup, Tested and MUA-Approved<\/span><\/span><\/div>\n<\/li>\n<li id=\"card-list__item_14-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"A person applying moisturizer to their face in a beforeandafter skincare comparison\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/byr-oil-free-moisturizers-tout-recirc-ad0b8ea357c8440da7e6af8aa5d05350-1.webp\" title=\"byr-oil-free-moisturizers-tout-recirc-ad0b8ea357c8440da7e6af8aa5d05350-1\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/byr-oil-free-moisturizers-tout-recirc-ad0b8ea357c8440da7e6af8aa5d05350-1.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"A person applying moisturizer to their face in a beforeandafter skincare comparison\" title=\"byr-oil-free-moisturizers-tout-recirc-ad0b8ea357c8440da7e6af8aa5d05350-1\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">The 5 Best Oil-Free Moisturizers for Hydrated, Nongreasy Skin<\/span><\/span><\/div>\n<\/li>\n<li id=\"card-list__item_15-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"Ellis Brooklyn's Vanilla Salt fragrance.\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/ellislede-e68860ffdc4645fd9feac053362ccd21.webp\" title=\"ellislede-e68860ffdc4645fd9feac053362ccd21\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/ellislede-e68860ffdc4645fd9feac053362ccd21.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"Ellis Brooklyn's Vanilla Salt fragrance.\" title=\"ellislede-e68860ffdc4645fd9feac053362ccd21\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">Ellis Brooklyn&#8217;s Salty Coastal Scent Will Transport You to Cousins Beach<\/span><\/span><\/div>\n<\/li>\n<li id=\"card-list__item_16-0\" class=\"comp card-list__item mntl-block \">\n<div class=\"loc card__top\">\n<div class=\"card__media mntl-image card__media universal-image__container\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"240\" alt=\"A model holding a bottle of Glossier Body Spritz.\" class=\"lazyload card__img universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/glossierspritzlede-787c79d9a44d43eabd0684b2aae8a041.webp\" title=\"glossierspritzlede-787c79d9a44d43eabd0684b2aae8a041\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/glossierspritzlede-787c79d9a44d43eabd0684b2aae8a041.webp\" width=\"300\" height=\"240\" class=\"img--noscript card__img universal-image__image\" alt=\"A model holding a bottle of Glossier Body Spritz.\" title=\"glossierspritzlede-787c79d9a44d43eabd0684b2aae8a041\"><\/div>\n<\/div>\n<\/div>\n<div class=\"card__content \"><span class=\"card__title\"><span class=\"card__title-text \">Glossier Bottled Two Versions of Summertime With Its New Sheer Fragrance Sprays<\/span><\/span><\/div>\n<\/li>\n<\/ul>\n<\/div>\n<p><\/main><\/p>\n<article id=\"beauty-article--sc_1-0\" class=\"comp beauty-article--sc beauty-article mntl-article mntl-article--two-column-right-rail sc-ad-container\" data-tracking-container=\"true\">\n<div class=\"loc article-header\">\n<div id=\"article-header_1-0\" class=\"comp article-header mntl-block article-top\">\n<h1 id=\"article-heading_1-0\" class=\"comp article-heading mntl-text-block\">Want To Smell Like You\u2019re Good at Makeup? e.l.f. Made a Fragrance for That<\/h1>\n<div id=\"article-meta_1-0\" class=\"comp article-meta mntl-article-meta mntl-block\" data-tracking-container=\"true\">\n<div id=\"bylines_1-0\" class=\"comp bylines beauty-bylines mntl-bylines\" data-tracking-container=\"true\">\n<div id=\"mntl-bylines__group_1-0\" class=\"comp mntl-bylines__group mntl-block mntl-bylines__group--author\">\n<div id=\"mntl-bylines__item_1-0\" class=\"comp mntl-bylines__item mntl-attribution__item mntl-attribution__item--has-date\"><span class=\"mntl-attribution__item-descriptor\">By<\/span><\/p>\n<div data-tooltip=\"&lt;p&gt;Olivia Hancock is the senior editor at Byrdie and has over five years of experience writing for digital media platforms.&lt;\/p&gt;\" data-inline-tooltip=\"true\"> Olivia Hancock<\/p>\n<div id=\"mntl-author-tooltip_1-0\" class=\"comp mntl-author-tooltip mntl-tooltip mntl-group\">\n<div class=\"mntl-author-tooltip__top \">\n<div class=\"mntl-author-tooltip__image-wrapper\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"200\" height=\"200\" alt=\"Olivia Hancock editor for Byrdie\" class=\"lazyload mntl-author-tooltip__image mntl-image universal-image__image\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/olivia-a950c8bedce74de0b693b92e4c90fd51-1.webp\" title=\"olivia-a950c8bedce74de0b693b92e4c90fd51-1\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/olivia-a950c8bedce74de0b693b92e4c90fd51-1.webp\" width=\"200\" height=\"200\" class=\"img--noscript mntl-author-tooltip__image mntl-image universal-image__image\" alt=\"Olivia Hancock editor for Byrdie\" title=\"olivia-a950c8bedce74de0b693b92e4c90fd51-1\"><\/div>\n<\/div>\n<div id=\"mntl-author-tooltip__name_1-0\" class=\"comp mntl-author-tooltip__name mntl-attribution__item \">\nOlivia Hancock\n<\/div>\n<div id=\"mntl-author-tooltip__social-nav_1-0\" class=\"comp mntl-author-tooltip__social-nav beauty-social-nav mntl-social-nav social-nav--tooltip\" data-tracking-container=\"true\">\n<ul class=\"social-nav__list\">\n<li class=\"social-nav__item social-nav__item--instagram\"><\/ul>\n<\/div>\n<div class=\"mntl-author-tooltip__bio\">\n<p>Olivia Hancock is the senior editor at Byrdie and has over five years of experience writing for digital media platforms.<\/p>\n<\/div>\n<\/div>\n<div class=\"mntl-author-tooltip__bottom\">\nByrdie&#8217;s Editorial Guidelines\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"mntl-attribution__item-date\">Published on January 22, 2026 04:30AM<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"loc article-content\">\n<div id=\"article__broad-video-jw_1-0\" class=\"comp article__broad-video-jw mntl-jwplayer-broad mntl-block is-hidden\" data-pixel-depth=\"100\">\n<div id=\"mntl-jwplayer-broad__title_1-0\" class=\"comp mntl-jwplayer-broad__title mntl-block\"><button id=\"mntl-jwplayer-broad__title-icon--close_1-0\" class=\"comp mntl-jwplayer-broad__title-icon--close mntl-block text-label-100\" data-click-tracked=\"false\"><span id=\"mntl-text-block_2-0\" class=\"comp mntl-text-block\">Close<\/span><\/button><\/div>\n<\/div>\n<div id=\"mntl-block_2-0\" class=\"comp mntl-block article__body right-rail\">\n<figure id=\"mntl-universal-primary-image_1-0\" class=\"comp mntl-universal-primary-image primary-image\" data-tracking-container=\"true\">\n<div class=\"primary-image__media\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7.webp\" width=\"2000\" height=\"1500\" alt=\"A person posing with a bottle of beauty product holding it near their forehead\" class=\" primary-image__image mntl-primary-image--blurry\" title=\"hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7.webp\" width=\"2000\" height=\"1500\" class=\"loaded primary-img--noscript primary-image__image mntl-primary-image--blurry\" alt=\"A person posing with a bottle of beauty product holding it near their forehead\" title=\"hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7\"><\/div>\n<\/div><figcaption id=\"primary-image__figcap_1-0\" class=\"comp primary-image__figcap mntl-figure-caption figure-article-caption\"><span class=\"figure-article-caption-owner\"><\/p>\n<p>H&amp;M \/ e.l.f. Cosmetics<\/p>\n<p><\/span><\/figcaption><\/figure>\n<div id=\"mntl-sc-page_1-0\" class=\"comp mntl-sc-page mntl-block\" data-sc-sticky-offset=\"125\" data-sc-ad-label-height=\"16\" data-sc-ad-track-spacing=\"100\" data-sc-min-track-height=\"250\" data-sc-max-track-height=\"600\" data-sc-breakpoint=\"50em\" data-sc-load-immediate=\"5\" data-sc-content-positions=\"[1, 1250, 1, 1, 1, 1, 1, 1, 1]\" data-bind-scroll-on-start=\"true\">\n<p id=\"mntl-sc-block_1-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> H&amp;M and e.l.f. Cosmetics are teaming up for a collaboration none of us saw coming: a line of fragrances. The partnership marks a major first for both brands\u2014H&amp;M&#8217;s first beauty-centric collaboration and e.l.f.&#8217;s debut in fragrance, as well as its first global fashion partnership.\n<\/p>\n<p id=\"mntl-sc-block_3-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> &#8220;We really wanted to do something unexpected,&#8221; H&amp;M Beauty&#8217;s general manager, Cathrine Wigzell, says. &#8220;We&#8217;re still very true to who we are as a brand, but a beauty collab felt like a natural next step. We always strive to make the desirable accessible, and we approached elf since we felt that our brand values are so aligned. Creativity, accessibility, and inclusivity are at the core of both brands.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_5-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> For e.l.f. Beauty&#8217;s chief brand officer, Laurie Lam, fragrance had long been top of mind\u2014and it was the brands&#8217; shared DNA that made H&amp;M the ideal partner for entering a new category. &#8220;When you think about products that have become almost iconic\u2014Power Grip Primer, for example\u2014people subscribe to it in a way that&#8217;s hard to believe. For us, it was about how do you take something that has a world of its own and bring it into the lens of fragrance? Through elevated eyes like H&amp;M.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_7-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> The Eau de Parfum collection consists of three scents inspired by e.l.f.&#8217;s best-sellers\u2014Power Grip Primer, Halo Glow, and Camo Collection\u2014all priced at $30. &#8220;It was a no-brainer that we should go for the icons,&#8221; Wigzell says. &#8220;The creative process was also so much fun because we didn&#8217;t start by asking, &#8216;What notes define these products?&#8217; Instead, we talked about what they would <em>feel<\/em> like as a scent. We wanted to translate textures, finishes, and the attitude of these iconic formulas and turn all of that into fragrance.&#8221;\n<\/p>\n<figure id=\"mntl-sc-block_9-0\" class=\"comp mntl-sc-block beauty-sc-block-image mntl-sc-block-image figure-landscape figure-high-res\">\n<div class=\"figure-media\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"1500\" alt=\"Three perfume bottles labeled Halo Glow Camo Blend and Power Grip standing side by side\" class=\"lazyload mntl-image mntl-image universal-image__image\" id=\"mntl-sc-block-image_1-0\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf4-8398bbe728674497a21510aa82cc19a2.webp\" title=\"hmelf4-8398bbe728674497a21510aa82cc19a2\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf4-8398bbe728674497a21510aa82cc19a2.webp\" width=\"2000\" height=\"1500\" class=\"img--noscript mntl-image mntl-image universal-image__image\" alt=\"Three perfume bottles labeled Halo Glow Camo Blend and Power Grip standing side by side\" title=\"hmelf4-8398bbe728674497a21510aa82cc19a2\"><\/div>\n<\/div><figcaption id=\"mntl-figure-caption_1-0\" class=\"comp mntl-figure-caption text-utility-100 figure-article-caption\"><span class=\"figure-article-caption-owner\"><\/p>\n<p>H&amp;M \/ e.l.f. Cosmetics<\/p>\n<p><\/span><\/figcaption><\/figure>\n<p id=\"mntl-sc-block_10-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> Power Grip Salty Drip channels the cult-favorite primer through a crystalline blend of cooling eucalyptus, aromatic cedarwood, and mineral sea salt. Halo Glow Luminous Cloud mirrors the line&#8217;s soft-focus radiance with airy magnolia, warm vanilla, and amber. And rounding out the collection, Camo Blend Nude Canvas is a skin-like fragrance built on vanilla, musk, and palo santo. &#8220;I can&#8217;t pick favorites, but what I will say is that I think each of the fragrances is so transportive,&#8221; Lam says. &#8220;There&#8217;s a fragrance for every different mood that you might feel.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_12-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\">However, the fragrances aren&#8217;t the only cool component of this collaboration. With H&amp;M at the table, of course, fashion had to be part of the conversation. With the rollout comes some chic complementary accessories, like the Power Grip Salty Grip Gripping Socks, Halo Glow Luminous Cloud Charm, and Camo Blend Nude Canvas Bowling Bag + Mini Bag. &#8220;The accessories really helped turn the scents into a full experience,&#8221; Wigzell says. &#8220;They complement the fragrances while reflecting the distinct style of each iconic e.l.f. product in a really thoughtful way.&#8221;\n<\/p>\n<figure id=\"mntl-sc-block_14-0\" class=\"comp mntl-sc-block beauty-sc-block-image mntl-sc-block-image figure-portrait figure-high-res\">\n<div class=\"figure-media\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"2440\" alt=\"A group of models posing in a studio setting camera crew visible in the foreground\" class=\"lazyload mntl-image mntl-image universal-image__image\" id=\"mntl-sc-block-image_2-0\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf5-ce402a16587f40fe94f71abeb3927419.webp\" title=\"hmelf5-ce402a16587f40fe94f71abeb3927419\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf5-ce402a16587f40fe94f71abeb3927419.webp\" width=\"2000\" height=\"2440\" class=\"img--noscript mntl-image mntl-image universal-image__image\" alt=\"A group of models posing in a studio setting camera crew visible in the foreground\" title=\"hmelf5-ce402a16587f40fe94f71abeb3927419\"><\/div>\n<\/div><figcaption id=\"mntl-figure-caption_2-0\" class=\"comp mntl-figure-caption text-utility-100 figure-article-caption\"><span class=\"figure-article-caption-owner\"><\/p>\n<p>H&amp;M \/ e.l.f. Cosmetics<\/p>\n<p><\/span><\/figcaption><\/figure>\n<p id=\"mntl-sc-block_15-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> Once the world of fragrances and accessories was set, the brands turned their attention to how it would all come to life. And for H&amp;M and e.l.f., there was no better way to introduce the lineup than with music. The brands are rolling out a high-energy original track titled &#8220;spritz. walk. waft.&#8221; and a music video directed by Tanu Muino, featuring playful choreography designed to maximize the spread of scent. &#8220;We came together to talk about how people should experience the fragrance, which led us to the idea of wafting,&#8221; Lam says. &#8220;From there, the song came about, then the choreography. Ultimately, we wanted everyone to be able to express scent in their own way.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_17-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> You can shop the collection starting January 29 at select H&amp;M stores worldwide and online. Wigzell and Lam are both excited for their consumers to experience the scents, sounds, and styles associated with this collab. As Lam puts it, &#8220;I&#8217;m proud of the the way we&#8217;ve bridged fashion, beauty, and scent\u2014this collaboration is the meeting point between fashion&#8217;s creative pulse and e.l.f. Beauty&#8217;s power to connect and empower people across a global audience. This is something I don&#8217;t think anyone would have predicted right away. It wasn&#8217;t on anyone&#8217;s bingo card. And I think we&#8217;ve definitely defied gravity to make it happen.&#8221;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"loc article-post-content\">\n<div id=\"beauty-breadcrumbs--chips_1-0\" class=\"comp beauty-breadcrumbs--chips mntl-universal-breadcrumbs--chips mntl-block\">\n<div id=\"mntl-breadcrumbs__read-more_1-0\" class=\"comp mntl-breadcrumbs__read-more mntl-text-block text-title-100\">Read more:<\/div>\n<ul id=\"mntl-universal-breadcrumbs_1-0\" class=\"comp mntl-universal-breadcrumbs mntl-block text-label-300 breadcrumbs\" data-tracking-container=\"true\">\n<li id=\"mntl-breadcrumbs__item_1-0\" class=\"comp mntl-breadcrumbs__item mntl-block\"><span class=\"link__wrapper\">Fragrance<\/span><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/article>\n<div class=\"loc article-content\">\n<div id=\"article__broad-video-jw_1-0\" class=\"comp article__broad-video-jw mntl-jwplayer-broad mntl-block is-hidden\" data-pixel-depth=\"100\">\n<div id=\"mntl-jwplayer-broad__title_1-0\" class=\"comp mntl-jwplayer-broad__title mntl-block\"><button id=\"mntl-jwplayer-broad__title-icon--close_1-0\" class=\"comp mntl-jwplayer-broad__title-icon--close mntl-block text-label-100\" data-click-tracked=\"false\"><span id=\"mntl-text-block_2-0\" class=\"comp mntl-text-block\">Close<\/span><\/button><\/div>\n<\/div>\n<div id=\"mntl-block_2-0\" class=\"comp mntl-block article__body right-rail\">\n<figure id=\"mntl-universal-primary-image_1-0\" class=\"comp mntl-universal-primary-image primary-image\" data-tracking-container=\"true\">\n<div class=\"primary-image__media\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7.webp\" width=\"2000\" height=\"1500\" alt=\"A person posing with a bottle of beauty product holding it near their forehead\" class=\" primary-image__image mntl-primary-image--blurry\" title=\"hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7.webp\" width=\"2000\" height=\"1500\" class=\"loaded primary-img--noscript primary-image__image mntl-primary-image--blurry\" alt=\"A person posing with a bottle of beauty product holding it near their forehead\" title=\"hmelf-0d9fef69b5b0416f9c3bad95b5c49b00-7\"><\/div>\n<\/div><figcaption id=\"primary-image__figcap_1-0\" class=\"comp primary-image__figcap mntl-figure-caption figure-article-caption\"><span class=\"figure-article-caption-owner\"><\/p>\n<p>H&amp;M \/ e.l.f. Cosmetics<\/p>\n<p><\/span><\/figcaption><\/figure>\n<div id=\"mntl-sc-page_1-0\" class=\"comp mntl-sc-page mntl-block\" data-sc-sticky-offset=\"125\" data-sc-ad-label-height=\"16\" data-sc-ad-track-spacing=\"100\" data-sc-min-track-height=\"250\" data-sc-max-track-height=\"600\" data-sc-breakpoint=\"50em\" data-sc-load-immediate=\"5\" data-sc-content-positions=\"[1, 1250, 1, 1, 1, 1, 1, 1, 1]\" data-bind-scroll-on-start=\"true\">\n<p id=\"mntl-sc-block_1-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> H&amp;M and e.l.f. Cosmetics are teaming up for a collaboration none of us saw coming: a line of fragrances. The partnership marks a major first for both brands\u2014H&amp;M&#8217;s first beauty-centric collaboration and e.l.f.&#8217;s debut in fragrance, as well as its first global fashion partnership.\n<\/p>\n<p id=\"mntl-sc-block_3-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> &#8220;We really wanted to do something unexpected,&#8221; H&amp;M Beauty&#8217;s general manager, Cathrine Wigzell, says. &#8220;We&#8217;re still very true to who we are as a brand, but a beauty collab felt like a natural next step. We always strive to make the desirable accessible, and we approached elf since we felt that our brand values are so aligned. Creativity, accessibility, and inclusivity are at the core of both brands.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_5-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> For e.l.f. Beauty&#8217;s chief brand officer, Laurie Lam, fragrance had long been top of mind\u2014and it was the brands&#8217; shared DNA that made H&amp;M the ideal partner for entering a new category. &#8220;When you think about products that have become almost iconic\u2014Power Grip Primer, for example\u2014people subscribe to it in a way that&#8217;s hard to believe. For us, it was about how do you take something that has a world of its own and bring it into the lens of fragrance? Through elevated eyes like H&amp;M.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_7-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> The Eau de Parfum collection consists of three scents inspired by e.l.f.&#8217;s best-sellers\u2014Power Grip Primer, Halo Glow, and Camo Collection\u2014all priced at $30. &#8220;It was a no-brainer that we should go for the icons,&#8221; Wigzell says. &#8220;The creative process was also so much fun because we didn&#8217;t start by asking, &#8216;What notes define these products?&#8217; Instead, we talked about what they would <em>feel<\/em> like as a scent. We wanted to translate textures, finishes, and the attitude of these iconic formulas and turn all of that into fragrance.&#8221;\n<\/p>\n<figure id=\"mntl-sc-block_9-0\" class=\"comp mntl-sc-block beauty-sc-block-image mntl-sc-block-image figure-landscape figure-high-res\">\n<div class=\"figure-media\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"1500\" alt=\"Three perfume bottles labeled Halo Glow Camo Blend and Power Grip standing side by side\" class=\"lazyload mntl-image mntl-image universal-image__image\" id=\"mntl-sc-block-image_1-0\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf4-8398bbe728674497a21510aa82cc19a2.webp\" title=\"hmelf4-8398bbe728674497a21510aa82cc19a2\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf4-8398bbe728674497a21510aa82cc19a2.webp\" width=\"2000\" height=\"1500\" class=\"img--noscript mntl-image mntl-image universal-image__image\" alt=\"Three perfume bottles labeled Halo Glow Camo Blend and Power Grip standing side by side\" title=\"hmelf4-8398bbe728674497a21510aa82cc19a2\"><\/div>\n<\/div><figcaption id=\"mntl-figure-caption_1-0\" class=\"comp mntl-figure-caption text-utility-100 figure-article-caption\"><span class=\"figure-article-caption-owner\"><\/p>\n<p>H&amp;M \/ e.l.f. Cosmetics<\/p>\n<p><\/span><\/figcaption><\/figure>\n<p id=\"mntl-sc-block_10-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> Power Grip Salty Drip channels the cult-favorite primer through a crystalline blend of cooling eucalyptus, aromatic cedarwood, and mineral sea salt. Halo Glow Luminous Cloud mirrors the line&#8217;s soft-focus radiance with airy magnolia, warm vanilla, and amber. And rounding out the collection, Camo Blend Nude Canvas is a skin-like fragrance built on vanilla, musk, and palo santo. &#8220;I can&#8217;t pick favorites, but what I will say is that I think each of the fragrances is so transportive,&#8221; Lam says. &#8220;There&#8217;s a fragrance for every different mood that you might feel.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_12-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\">However, the fragrances aren&#8217;t the only cool component of this collaboration. With H&amp;M at the table, of course, fashion had to be part of the conversation. With the rollout comes some chic complementary accessories, like the Power Grip Salty Grip Gripping Socks, Halo Glow Luminous Cloud Charm, and Camo Blend Nude Canvas Bowling Bag + Mini Bag. &#8220;The accessories really helped turn the scents into a full experience,&#8221; Wigzell says. &#8220;They complement the fragrances while reflecting the distinct style of each iconic e.l.f. product in a really thoughtful way.&#8221;\n<\/p>\n<figure id=\"mntl-sc-block_14-0\" class=\"comp mntl-sc-block beauty-sc-block-image mntl-sc-block-image figure-portrait figure-high-res\">\n<div class=\"figure-media\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"2440\" alt=\"A group of models posing in a studio setting camera crew visible in the foreground\" class=\"lazyload mntl-image mntl-image universal-image__image\" id=\"mntl-sc-block-image_2-0\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf5-ce402a16587f40fe94f71abeb3927419.webp\" title=\"hmelf5-ce402a16587f40fe94f71abeb3927419\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf5-ce402a16587f40fe94f71abeb3927419.webp\" width=\"2000\" height=\"2440\" class=\"img--noscript mntl-image mntl-image universal-image__image\" alt=\"A group of models posing in a studio setting camera crew visible in the foreground\" title=\"hmelf5-ce402a16587f40fe94f71abeb3927419\"><\/div>\n<\/div><figcaption id=\"mntl-figure-caption_2-0\" class=\"comp mntl-figure-caption text-utility-100 figure-article-caption\"><span class=\"figure-article-caption-owner\"><\/p>\n<p>H&amp;M \/ e.l.f. Cosmetics<\/p>\n<p><\/span><\/figcaption><\/figure>\n<p id=\"mntl-sc-block_15-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> Once the world of fragrances and accessories was set, the brands turned their attention to how it would all come to life. And for H&amp;M and e.l.f., there was no better way to introduce the lineup than with music. The brands are rolling out a high-energy original track titled &#8220;spritz. walk. waft.&#8221; and a music video directed by Tanu Muino, featuring playful choreography designed to maximize the spread of scent. &#8220;We came together to talk about how people should experience the fragrance, which led us to the idea of wafting,&#8221; Lam says. &#8220;From there, the song came about, then the choreography. Ultimately, we wanted everyone to be able to express scent in their own way.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_17-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> You can shop the collection starting January 29 at select H&amp;M stores worldwide and online. Wigzell and Lam are both excited for their consumers to experience the scents, sounds, and styles associated with this collab. As Lam puts it, &#8220;I&#8217;m proud of the the way we&#8217;ve bridged fashion, beauty, and scent\u2014this collaboration is the meeting point between fashion&#8217;s creative pulse and e.l.f. Beauty&#8217;s power to connect and empower people across a global audience. This is something I don&#8217;t think anyone would have predicted right away. It wasn&#8217;t on anyone&#8217;s bingo card. And I think we&#8217;ve definitely defied gravity to make it happen.&#8221;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"mntl-sc-page_1-0\" class=\"comp mntl-sc-page mntl-block\" data-sc-sticky-offset=\"125\" data-sc-ad-label-height=\"16\" data-sc-ad-track-spacing=\"100\" data-sc-min-track-height=\"250\" data-sc-max-track-height=\"600\" data-sc-breakpoint=\"50em\" data-sc-load-immediate=\"5\" data-sc-content-positions=\"[1, 1250, 1, 1, 1, 1, 1, 1, 1]\" data-bind-scroll-on-start=\"true\">\n<p id=\"mntl-sc-block_1-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> H&amp;M and e.l.f. Cosmetics are teaming up for a collaboration none of us saw coming: a line of fragrances. The partnership marks a major first for both brands\u2014H&amp;M&#8217;s first beauty-centric collaboration and e.l.f.&#8217;s debut in fragrance, as well as its first global fashion partnership.\n<\/p>\n<p id=\"mntl-sc-block_3-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> &#8220;We really wanted to do something unexpected,&#8221; H&amp;M Beauty&#8217;s general manager, Cathrine Wigzell, says. &#8220;We&#8217;re still very true to who we are as a brand, but a beauty collab felt like a natural next step. We always strive to make the desirable accessible, and we approached elf since we felt that our brand values are so aligned. Creativity, accessibility, and inclusivity are at the core of both brands.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_5-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> For e.l.f. Beauty&#8217;s chief brand officer, Laurie Lam, fragrance had long been top of mind\u2014and it was the brands&#8217; shared DNA that made H&amp;M the ideal partner for entering a new category. &#8220;When you think about products that have become almost iconic\u2014Power Grip Primer, for example\u2014people subscribe to it in a way that&#8217;s hard to believe. For us, it was about how do you take something that has a world of its own and bring it into the lens of fragrance? Through elevated eyes like H&amp;M.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_7-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> The Eau de Parfum collection consists of three scents inspired by e.l.f.&#8217;s best-sellers\u2014Power Grip Primer, Halo Glow, and Camo Collection\u2014all priced at $30. &#8220;It was a no-brainer that we should go for the icons,&#8221; Wigzell says. &#8220;The creative process was also so much fun because we didn&#8217;t start by asking, &#8216;What notes define these products?&#8217; Instead, we talked about what they would <em>feel<\/em> like as a scent. We wanted to translate textures, finishes, and the attitude of these iconic formulas and turn all of that into fragrance.&#8221;\n<\/p>\n<figure id=\"mntl-sc-block_9-0\" class=\"comp mntl-sc-block beauty-sc-block-image mntl-sc-block-image figure-landscape figure-high-res\">\n<div class=\"figure-media\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"1500\" alt=\"Three perfume bottles labeled Halo Glow Camo Blend and Power Grip standing side by side\" class=\"lazyload mntl-image mntl-image universal-image__image\" id=\"mntl-sc-block-image_1-0\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf4-8398bbe728674497a21510aa82cc19a2.webp\" title=\"hmelf4-8398bbe728674497a21510aa82cc19a2\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf4-8398bbe728674497a21510aa82cc19a2.webp\" width=\"2000\" height=\"1500\" class=\"img--noscript mntl-image mntl-image universal-image__image\" alt=\"Three perfume bottles labeled Halo Glow Camo Blend and Power Grip standing side by side\" title=\"hmelf4-8398bbe728674497a21510aa82cc19a2\"><\/div>\n<\/div><figcaption id=\"mntl-figure-caption_1-0\" class=\"comp mntl-figure-caption text-utility-100 figure-article-caption\"><span class=\"figure-article-caption-owner\"><\/p>\n<p>H&amp;M \/ e.l.f. Cosmetics<\/p>\n<p><\/span><\/figcaption><\/figure>\n<p id=\"mntl-sc-block_10-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> Power Grip Salty Drip channels the cult-favorite primer through a crystalline blend of cooling eucalyptus, aromatic cedarwood, and mineral sea salt. Halo Glow Luminous Cloud mirrors the line&#8217;s soft-focus radiance with airy magnolia, warm vanilla, and amber. And rounding out the collection, Camo Blend Nude Canvas is a skin-like fragrance built on vanilla, musk, and palo santo. &#8220;I can&#8217;t pick favorites, but what I will say is that I think each of the fragrances is so transportive,&#8221; Lam says. &#8220;There&#8217;s a fragrance for every different mood that you might feel.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_12-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\">However, the fragrances aren&#8217;t the only cool component of this collaboration. With H&amp;M at the table, of course, fashion had to be part of the conversation. With the rollout comes some chic complementary accessories, like the Power Grip Salty Grip Gripping Socks, Halo Glow Luminous Cloud Charm, and Camo Blend Nude Canvas Bowling Bag + Mini Bag. &#8220;The accessories really helped turn the scents into a full experience,&#8221; Wigzell says. &#8220;They complement the fragrances while reflecting the distinct style of each iconic e.l.f. product in a really thoughtful way.&#8221;\n<\/p>\n<figure id=\"mntl-sc-block_14-0\" class=\"comp mntl-sc-block beauty-sc-block-image mntl-sc-block-image figure-portrait figure-high-res\">\n<div class=\"figure-media\">\n<div class=\"img-placeholder\"><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"2440\" alt=\"A group of models posing in a studio setting camera crew visible in the foreground\" class=\"lazyload mntl-image mntl-image universal-image__image\" id=\"mntl-sc-block-image_2-0\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf5-ce402a16587f40fe94f71abeb3927419.webp\" title=\"hmelf5-ce402a16587f40fe94f71abeb3927419\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/analyse.optim.biz\/wp-content\/uploads\/2026\/01\/hmelf5-ce402a16587f40fe94f71abeb3927419.webp\" width=\"2000\" height=\"2440\" class=\"img--noscript mntl-image mntl-image universal-image__image\" alt=\"A group of models posing in a studio setting camera crew visible in the foreground\" title=\"hmelf5-ce402a16587f40fe94f71abeb3927419\"><\/div>\n<\/div><figcaption id=\"mntl-figure-caption_2-0\" class=\"comp mntl-figure-caption text-utility-100 figure-article-caption\"><span class=\"figure-article-caption-owner\"><\/p>\n<p>H&amp;M \/ e.l.f. Cosmetics<\/p>\n<p><\/span><\/figcaption><\/figure>\n<p id=\"mntl-sc-block_15-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> Once the world of fragrances and accessories was set, the brands turned their attention to how it would all come to life. And for H&amp;M and e.l.f., there was no better way to introduce the lineup than with music. The brands are rolling out a high-energy original track titled &#8220;spritz. walk. waft.&#8221; and a music video directed by Tanu Muino, featuring playful choreography designed to maximize the spread of scent. &#8220;We came together to talk about how people should experience the fragrance, which led us to the idea of wafting,&#8221; Lam says. &#8220;From there, the song came about, then the choreography. Ultimately, we wanted everyone to be able to express scent in their own way.&#8221;\n<\/p>\n<p id=\"mntl-sc-block_17-0\" class=\"comp mntl-sc-block beauty-sc-block-html mntl-sc-block-html\"> You can shop the collection starting January 29 at select H&amp;M stores worldwide and online. Wigzell and Lam are both excited for their consumers to experience the scents, sounds, and styles associated with this collab. As Lam puts it, &#8220;I&#8217;m proud of the the way we&#8217;ve bridged fashion, beauty, and scent\u2014this collaboration is the meeting point between fashion&#8217;s creative pulse and e.l.f. Beauty&#8217;s power to connect and empower people across a global audience. This is something I don&#8217;t think anyone would have predicted right away. It wasn&#8217;t on anyone&#8217;s bingo card. And I think we&#8217;ve definitely defied gravity to make it happen.&#8221;<\/p>\n<\/div>\n<p> Source URL: https:\/\/www.byrdie.com\/elf-hm-fragrance-collab-11889452<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Want To Smell Like You\u2019re Good at Makeup? e.l.f. Made a Fragrance for That By Olivia Hancock Olivia Hancock Olivia Hancock is the senior editor at Byrdie and has over five years of experience writing for digital media platforms. Byrdie&#8217;s Editorial Guidelines Published on January 22, 2026 04:30AM Close H&amp;M \/ e.l.f. Cosmetics H&amp;M and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1517057,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[83],"class_list":["post-1517054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-politics","tag-byrdie-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1517054","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1517054"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1517054\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/media\/1517057"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1517054"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1517054"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1517054"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}