e.l.f. Cosmetics has announced its expansion into fragrance and body care with a new collection called e.l.f. POP. This launch is part of a broader trend in the beauty industry, where brands are increasingly blurring the lines between makeup, skincare, body care, and fragrance.
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The inaugural collection, e.l.f. POP: Tromsø, is inspired by Tromsø, Norway, and features a fragrance named Spicy Bundt Nice. This scent combines holiday spice cake, orange zest, cardamom, buttercream frosting, cedarwood, and warm musk. It aligns with the current popularity of gourmand fragrances.
This limited-edition collection includes a body fragrance mist, body cream, and a travel-size kit. A larger array of destination-inspired scents is planned for release in January 2027. Previously, e.l.f. Cosmetics collaborated with H&M to produce three fragrances based on popular cosmetics, but the e.l.f. POP line signifies a more substantial commitment to the fragrance sector.
The e.l.f. POP: Tromsø collection offers three options to experience the Spicy Bundt Nice scent: a fragrance mist, a moisturizing body cream, and a travel-size set suitable for carry-ons or gifting.
Deena Campbell, Fashion and Beauty Director-at-Large, noted the growing consumer interest in body products that provide both nourishment and appealing scents, reflecting a shift towards fragrance layering in body care routines.