H&M and e.l.f. Cosmetics are breaking new ground with a joint Eau de Parfum collection, which is a first for both brands. Three of e.l.f.’s product worlds, the Power Grip Primer, the Halo Glow and the Camo, have been reimagined as fragrances through H&M’s fashion lens. Limited-edition accessories accompany the collection, expanding the sensory experience. The three perfumes launch globally on January 29, 2026, in selected H&M stores and online.
Inspired by the collaboration, TUSH created its own video capturing the energy and creativity behind the collection. Watch the full video here to discover the complete story, and check out the behind-the-scenes footage here for an inside look at the creative process.
