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E.l.f. Brands has entered fragrance and body care with e.l.f. POP, a new own-brand line. Its first release is Tromsø, a limited edition spicy gourmand collection inspired by the Norwegian city and the Northern Lights.
E.l.f. Brands has entered fragrance and body care with e.l.f. POP, a new own-brand collection that expands beyond its existing cosmetics, skin care and hair care businesses. The line has debuted with Tromsø, a limited edition spicy gourmand collection inspired by the Norwegian city and the Northern Lights.
The launch marks a new category for E.l.f. Brands, whose portfolio includes e.l.f. Cosmetics, e.l.f. Skin and e.l.f. Hair. The company has developed e.l.f. POP as its own fragrance and body care brand, adding products in categories beyond its established makeup and personal care lines.
The first release, Tromsø, is described as a spicy gourmand collection for autumn and winter. The concept draws on what the company calls the “wintery wonders” of Tromsø, a city in northern Norway known for views of the Northern Lights. E.l.f. says the wider line is designed to use signature scents to evoke destination-inspired, “sensorial” experiences.
The move follows E.l.f. Brands’ limited edition fragrance collaboration with H&M earlier in 2026. Chief Marketing Officer Oshiya Savur told Cosmetics Business that fragrance was a category the company’s community had requested, particularly after interest in that collaboration. The source report does not provide product-level details such as prices, formats, retail availability or the full range of scents.
A New Category for E.l.f. Brands
Fragrance and body care give E.l.f. Brands another way to reach shoppers already familiar with its makeup and skin care businesses. The company is moving from a limited edition partnership with H&M to an own-brand offer, which gives it a distinct platform to develop products and brand concepts in the category.
Savur told Cosmetics Business that fragrance is the fastest-growing beauty category globally and said E.l.f. is responding to signals from its community. That growth characterization is the executive’s assessment; the source report does not include market data or a forecast to quantify it. The initial Tromsø collection also gives the launch a seasonal and place-inspired identity, though its commercial reach and performance are not yet reported.
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From H&M Collaboration to e.l.f. POP
E.l.f. Brands has expanded across several beauty areas through its portfolio, which includes cosmetics, skin care and hair care. The introduction of e.l.f. POP extends that activity into fragrance and body care, establishing a company-owned brand for the new categories.
The reported sequence includes a limited edition fragrance collaboration with fashion retailer H&M earlier in 2026, followed by the announcement of e.l.f. POP. Savur linked the new launch to requests from the company’s community and the excitement around the H&M project. The available report does not give dates or sales figures for that collaboration, so its contribution to the decision cannot be independently measured from the source material.
““Fragrance is the fastest-growing beauty category globally, and as always at e.l.f., we are listening, learning and leaning into the signals from our community.””
— Oshiya Savur, chief marketing officer of e.l.f. Brands, speaking to Cosmetics Business
Launch Details Still to Come
The source report does not specify where or when Tromsø will be sold, its price, the products included in the body care range, or whether e.l.f. POP will continue with additional collections after the limited edition debut. It also gives no sales expectations or performance data for the fragrance collaboration with H&M.
The company’s description of the collection as destination-inspired and “sensorial” communicates its positioning, but the source does not detail the individual scents or the customer research behind them. Further information about distribution, product formats and the line’s longer-term plans remains unavailable in the report.
Availability and Range Information
The next details readers will need are the release date, retail channels and pricing for Tromsø, along with a list of its fragrance and body care products. E.l.f. Brands has announced the launch and seasonal concept, but the cited report does not say when those purchasing details will be released.
Further updates may clarify whether e.l.f. POP is intended to become a continuing brand or remain focused on limited edition drops. Until the company provides more information, the scale and timing of any follow-on releases are unknown.
Key Questions
What is e.l.f. POP?
e.l.f. POP is E.l.f. Brands’ new own-brand fragrance and body care line.
What is the first e.l.f. POP collection?
The debut is Tromsø, described as a limited edition spicy gourmand collection for autumn and winter, inspired by the Norwegian city and the Northern Lights.
Why is E.l.f. Brands entering fragrance?
Chief Marketing Officer Oshiya Savur told Cosmetics Business that fragrance was a category the company’s community had requested, particularly after its limited edition collaboration with H&M. Savur also described fragrance as the fastest-growing beauty category globally.
When and where will Tromsø be available?
The source report does not state the release date, retail channels or pricing. E.l.f. Brands has positioned the collection for autumn and winter, but specific availability details remain unreported.
Source: rss
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