e.l.f. is moving into fragrance and body care, expanding beyond its established makeup, skincare and haircare categories.
The company is launching e.l.f. POP, a new line built around destination-inspired scents. Its first collection takes inspiration from Tromsø, Norway, and arrives as a limited-edition holiday range.
Called e.l.f. POP: Tromsø, the collection centres on “Spicy Bundt Nice,” a gourmand fragrance with notes of spice cake, orange zest, cardamom, buttercream frosting, cedarwood and warm musk.
The debut range includes three products: a US$13 fragrance mist, a US$13 body cream and a US$12 travel-size set. The products are vegan and cruelty-free, with e.l.f. citing Leaping Bunny and PETA certifications.
The Tromsø theme also carries through the campaign. Norwegian illustrator Esra Røise created the collection’s artwork, while Norwegian pop artist SKAAR contributed the soundtrack.
The move comes as fragrance continues to grow within the beauty industry. Mintel identified fragrance as the fastest-growing global beauty category in 2025. A 2026 NIQ report found that 42% of US fragrance users look for scents that evoke a mood or emotion when making a purchase.
e.l.f. has tested the fragrance category before. Earlier this year, the company collaborated with H&M on a limited-edition fragrance. The e.l.f. POP name also references Jelly Pop, an earlier e.l.f. Cosmetics collection that included a scent.
Tromsø is the first release in what e.l.f. says will become a larger e.l.f. POP range. Additional destination-inspired scents and body-care products are scheduled for January 2027.
The collection first launched on TikTok Shop in the US on Oct. 4. It is available from e.l.f.’s US and UK websites and TikTok Shop in the UK and Germany from Oct. 5. Amazon launches in the US, UK, Germany and Canada on Oct. 6.
The expansion gives e.l.f. a presence in two categories outside its core makeup business. It also gives the company another way to build on its existing beauty portfolio as fragrance and body care become a larger part of consumers’ beauty routines.
