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e.l.f. Brands has entered fragrance and body care with e.l.f. POP, a new own-brand collection. Its first release is Tromsø, a limited-edition spicy gourmand line inspired by the Norwegian city and the Northern Lights; product details and availability have not been specified in the source report.
e.l.f. Brands has entered fragrance and body care with the launch of e.l.f. POP, an own-brand collection that expands the company beyond its existing cosmetics, skin care and hair care businesses. The line begins with Tromsø, a limited-edition spicy gourmand collection for autumn and winter inspired by the Norwegian city and its Northern Lights.
The launch marks e.l.f. Brands’ move into two beauty categories through a label developed by the company itself. The group includes e.l.f. Cosmetics, e.l.f. Skin and e.l.f. Hair. The report describes e.l.f. POP as a fragrance and body collection, but does not list individual products, prices, sales channels or launch markets.
The debut range, Tromsø, is described as limited edition and built around a spicy gourmand scent direction. The company says the collection draws on the “wintery wonders” and Northern Lights associated with Tromsø, a city in Norway. e.l.f. Brands presents the wider concept as using signature scents to evoke holiday destinations; that is the brand’s stated positioning rather than an independently assessed product effect.
The move follows e.l.f. Brands’ fragrance collaboration with fashion retailer H&M earlier in 2026. Chief Marketing Officer Oshiya Savur told Cosmetics Business that interest in fragrance had grown among the company’s community after that collaboration. The supplied report is an extract of a subscriber-only article, so it does not provide further launch specifications or a fuller account of the company’s plans.
A New Category for e.l.f. Brands
Fragrance and body care give e.l.f. Brands an opportunity to extend its range into products used beyond makeup, skin care and hair care. The company is presenting e.l.f. POP as a way to add another dimension to its portfolio, while the limited-edition Tromsø release offers an initial test of its own-brand approach in the category.
Savur said fragrance is the fastest-growing beauty category globally, attributing the move to category growth and requests from the brand’s community. The source does not provide market data to substantiate that growth description, sales targets, or evidence of how much demand e.l.f. expects. The H&M collaboration is relevant as a recent fragrance project, but the report gives no performance figures for it.
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From H&M Collaboration to e.l.f. POP
e.l.f. Brands has built a portfolio around e.l.f. Cosmetics, e.l.f. Skin and e.l.f. Hair. The e.l.f. POP announcement extends that portfolio into fragrance and body care under a dedicated own-brand name.
The development comes after a limited-edition fragrance collaboration with H&M earlier in 2026. According to Savur’s comments to Cosmetics Business, the response to that project contributed to the company’s decision to pursue fragrance under its own label. The available material does not describe the collaboration’s sales, customer response measures or specific influence on the new range.
““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 Unspecified
The available report does not state when or where e.l.f. POP will be sold, whether Tromsø will be available online or in stores, or which body care and fragrance products are included. It also gives no prices, product sizes, ingredients, scent notes beyond the spicy gourmand description, or details about future collections.
The source is a short extract from a subscriber-only report. It does not include sales forecasts, market data, or results from the H&M collaboration, so the commercial scale of the move and the evidence behind the company’s demand claims remain unclear.
Availability and Range Details Awaited
The next useful details from e.l.f. Brands would be the release date, markets, retail channels and pricing for Tromsø, along with a full list of the collection’s products. The company has not provided those details in the material available for this report.
Further announcements will clarify whether e.l.f. POP continues beyond its limited-edition debut and how the company plans to develop fragrance and body care as part of its wider portfolio.
Key Questions
What is e.l.f. POP?
e.l.f. POP is e.l.f. Brands’ own fragrance and body care label, introduced as a new part of the company’s portfolio.
What is the first e.l.f. POP collection?
The first release is Tromsø, described as a limited-edition spicy gourmand collection for autumn and winter. It is inspired by Tromsø, Norway, and the Northern Lights.
When and where can customers buy it?
The available source does not specify a release date, countries, retailers, online availability or prices.
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 e.l.f. Brands’ H&M fragrance collaboration earlier in 2026.
Source: rss
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