There was a time when beauty brands stayed in their respective lanes. Makeup brands made makeup. Skincare brands focused on serums and moisturizers. And fragrance was largely left to perfume houses and fashion designers. These days, those distinctions are becoming increasingly irrelevant. The latest brand to make the leap is e.l.f. Cosmetics, which just announced its expansion into fragrance and body care with e.l.f. POP, a new collection of scented products inspired by destinations around the world. The launch follows the brand’s move into hair care earlier this year, further establishing its ambitions beyond the makeup aisle.
The debut collection, e.l.f. POP: Tromsø, takes inspiration from Tromsø, Norway, and features a fragrance called Spicy Bundt Nice. It combines notes of holiday spice cake, orange zest, cardamom, buttercream frosting, cedarwood and warm musk. In other words, it’s very much in line with the gourmand fragrances that continue to dominate beauty.
The limited-edition collection includes a body fragrance mist, body cream, and travel-size kit, with a larger assortment of destination-inspired scents expected in January 2027. If you remember, the brand previously collaborated with H&M on three fragrances inspired by some of its bestselling cosmetics. But e.l.f. POP represents a much bigger commitment to the category, particularly because it’s selling an entire scented routine.
