e.l.f. enters fragrance with $13 Tromsø launch
- e.l.f. Beauty entered fragrance and body care with e.l.f. POP, starting with its limited-edition Tromsø holiday collection.
- The launch includes a $13 fragrance mist, $13 body cream and $12 travel-size kit.
- e.l.f. plans to expand e.l.f. POP with additional destination-inspired scents in January 2027.
e.l.f. Beauty (NYSE:ELF) launched e.l.f. POP in fragrance and body care, starting with three Tromsø-inspired holiday products priced from $12 to $13.
The Tromsø collection launched on TikTok Shop US on October 4 and expanded to e.l.f. websites and selected European TikTok Shops on October 5.
“Fragrance is a unique form of self-expression; it is personal and customizable,” said e.l.f. Brands Chief Marketing Officer Oshiya Savur.
The limited-edition range includes a $13 fragrance mist, $13 body cream and $12 travel kit, with Amazon availability planned across the US, UK, Germany and Canada on October 6.
e.l.f. said its full POP lineup will add more destination-inspired fragrances in January 2027; following the announcement the e.l.f. Beauty share price was down at $103.50 in premarket trading.
The first scent, called Spicy Bundt Nice, combines spice cake, orange zest, cardamom, buttercream frosting, cedarwood and warm musk in products inspired by Tromsø, Norway.
The launch extends e.l.f. beyond cosmetics and skincare after earlier fragrance activity including its H&M collaboration, while the company cited industry research identifying fragrance as a fast-growing beauty category.
