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E.l.f. Brands has entered fragrance and body care with its own brand, e.l.f. POP. Its first release is Tromsø, a limited-edition spicy gourmand collection inspired by the Norwegian city and the Northern Lights. The company has not disclosed prices, products, or availability details in the available report.
E.l.f. Brands has entered the fragrance and body care categories with a new own-brand label, e.l.f. POP, opening with Tromsø, a limited-edition spicy gourmand collection inspired by the Norwegian city and its Northern Lights. The launch extends the company’s portfolio beyond its existing cosmetics, skin care and hair care businesses.
The debut collection is named Tromsø and is described by the company as a seasonal release for autumn and winter. The report characterizes its scent direction as spicy gourmand and says the inspiration is the “wintery wonders” of Tromsø, a city in northern Norway. E.l.f. Brands says the broader e.l.f. POP concept uses signature scents intended to evoke travel destinations; that is the brand’s positioning, rather than an independently verified product effect.
The new label follows a limited-edition fragrance collaboration with H&M earlier in 2026, which Cosmetics Business describes as successful. E.l.f. Brands Chief Marketing Officer Oshiya Savur told the publication that consumer interest around that collaboration helped inform the move into the category. The source extract does not give details on the H&M collection’s sales or performance.
E.l.f. Brands includes e.l.f. Cosmetics, e.l.f. Skin and e.l.f. Hair. With e.l.f. POP, the company is adding an own-brand offer spanning fragrance and body care. The available report extract does not identify the products in the Tromsø range, their prices, launch date, sales channels or markets.
A New Category for E.l.f.
The launch gives E.l.f. Brands a route into fragrance and body care under its own label, extending the business into categories beyond the cosmetics, skin and hair brands named in the report. The company’s move also follows a fragrance partnership with H&M, giving it an earlier collaboration to draw on as it develops a standalone offer.
Savur said fragrance is the fastest-growing beauty category globally and that e.l.f.’s community had requested the category, particularly after the H&M collaboration. Those are the executive’s explanations for the decision. The source material provides no market data or company sales forecast to quantify the opportunity or estimate how much e.l.f. POP could contribute to the business.
For shoppers, the announcement signals a new brand and a destination-inspired scent concept. Its practical reach will depend on details not included in the report, including the range’s specific products, pricing and availability.
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From H&M Collaboration to e.l.f. POP
E.l.f. Brands’ existing portfolio comprises e.l.f. Cosmetics, e.l.f. Skin and e.l.f. Hair, according to Cosmetics Business. The e.l.f. POP announcement marks the company’s move into fragrance and body care with an own-brand collection.
Earlier in 2026, the company worked with fashion retailer H&M on a limited-edition fragrance collaboration. Savur connected the new category to the response around that partnership, saying consumers had requested fragrance. The report does not provide a detailed launch timeline for e.l.f. POP or explain how the new label will relate to the company’s existing brands.
““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 Pending
The available report extract does not specify when or where e.l.f. POP will be sold, whether Tromsø will be available in multiple markets, or how long the limited-edition collection will remain on sale. It also does not list the body care or fragrance products, prices, sizes or ingredients.
The source calls the earlier H&M collaboration successful but gives no sales figures, customer data or other measure of performance. It is also unclear whether e.l.f. Brands plans additional e.l.f. POP collections after Tromsø, or whether the new label will remain seasonal.
Awaiting Product and Retail Details
The next information needed from e.l.f. Brands is a full product and retail announcement covering the Tromsø range, release date, markets, sales channels and prices. Those details would show how the company plans to bring the fragrance and body care label to shoppers.
The company has framed e.l.f. POP as an entry into a category requested by its community. Further collection announcements or information about the launch’s reception could clarify whether the debut is a standalone seasonal release or the start of a broader fragrance and body care business.
Key Questions
What is e.l.f. POP?
e.l.f. POP is a new own-brand fragrance and body care label from e.l.f. Brands.
What is in the first e.l.f. POP collection?
The debut is Tromsø, described as a limited-edition spicy gourmand collection for autumn and winter. The available report does not list its specific products.
What inspired the Tromsø collection?
The collection takes inspiration from the Norwegian city of Tromsø and its “wintery wonders” and Northern Lights, according to the report.
When and where will e.l.f. POP be available?
The available report extract does not give a release date, price, retailer or market availability.
Why is e.l.f. Brands entering fragrance?
Chief Marketing Officer Oshiya Savur said the company was responding to requests from its community, including interest after its limited-edition fragrance collaboration with H&M earlier in 2026.
Source: rss
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