E.l.f. Beauty Tests Brand Reach With First H&M Fragrance Collaboration

e.l.f. Beauty (NYSE:ELF) announced its first fragrance partnership with H&M. The collaboration introduces a limited edition fragrance line, marking e.l.f.’s entry into the fragrance category. This is H&M’s debut beauty collaboration, pairing the fashion retailer with a mass beauty brand. For e.l.f. Beauty, known primarily for color cosmetics and skin care, this move adds a new product category without relying on its existing lineup. For H&M, the tie up brings a branded beauty partner into…

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