E.l.f. Beauty (NYSE: ELF) is entering the fragrance and body care market with the launch of e.l.f. POP, a new collection designed to transport consumers through destination-inspired scents.
The debut collection, e.l.f. POP: Tromsø, draws inspiration from the wintery landscapes and Northern Lights of Tromsø, Norway, arriving as a limited-edition holiday drop.
The collection features a signature scent called “Spicy Bundt Nice,” combining notes of holiday spice cake, orange zest, cardamom, butter cream frosting, cedarwood and warm musk.
E.l.f. Brands, which encompasses e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, has positioned the new line as a natural extension of its community-driven growth strategy.
The name e.l.f. POP is a nod to the brand’s Jelly Pop collection, one of its earliest and most community-loved scented product lines.
E.l.f. also signaled its fragrance ambitions earlier in 2026 with a limited-edition fragrance collaboration with H&M, further testing consumer appetite in the category.
Fragrance is the fastest growing beauty category globally, with 42% of fragrance wearers reporting they seek scents specifically to evoke mood or emotion when making purchasing decisions.
The three-SKU Tromsø collection is priced accessibly, with a fragrance mist and silky body cream each retailing at $13, and a travel-size kit available for $12.
The collection launched on TikTok Shop in the United States on October 4 during “Fall Deals for You Days,” before expanding to elfcosmetics.com, TikTok Shop UK and TikTok Shop Germany the following day.
Amazon availability in the United States, United Kingdom, Germany and Canada followed on October 6, giving the brand broad international reach from the outset.
Chief Marketing Officer of e.l.f. Brands, Oshiya Savur, framed the launch as a deliberate push into new territory for the company and its consumers.
“e.l.f. POP is our next bold leap as we stretch into new playgrounds and categories,” said Savur, adding that fragrance is “a unique form of self-expression; it is personal and customizable.”
Savur described body care as transforming “an everyday necessity into a ritual of self-care and indulgence,” with each destination in the collection designed to evoke a personal and emotional response.
A broader e.l.f. POP lineup featuring additional destination-inspired scents is scheduled to roll out in January 2027, expanding the brand’s footprint further into the fragrance and body care space.
