e.l.f. Beauty launches fragrance and body care line with holiday collection

e.l.f. Beauty (NYSE: ELF) has expanded into fragrance and body care with the launch of e.l.f. POP, a new product line debuting with a limited-edition holiday collection called "Spicy Bundt Nice," inspired by Tromsø, Norway.

The e.l.f. POP: Tromsø collection includes three products: a fragrance mist, a silky body cream and a travel-size kit, each priced at $12 to $13. The scent features notes of holiday spice cake, orange zest, cardamom, butter cream frosting, cedarwood and warm musk.

The collection launched on TikTok Shop US on October 4, 2026, and became available on elfcosmetics.com, TikTok Shop UK and TikTok Shop Germany on October 5, 2026. Amazon availability across the US, UK, Germany and Canada followed on October 6, 2026.

e.l.f. partnered with Norwegian illustrator Esra Røise for the collection's packaging visuals and Norwegian pop artist SKAAR for the campaign soundtrack.

"e.l.f. POP is our next bold leap as we stretch into new playgrounds and categories," said Oshiya Savur, Chief Marketing Officer of e.l.f. Brands. "Fragrance is a unique form of self-expression; it is personal and customizable."

A broader e.l.f. POP lineup featuring additional destination-themed scents is planned for release in January 2027. According to a 2025 Mintel consumer study cited in the press release, fragrance is the fastest-growing beauty category globally. A 2026 NIQ US Beauty and Personal Care review noted that 42% of fragrance wearers seek scents to evoke mood or emotion.

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