e.l.f. Beauty Expands into Fragrance and Body Care with New POP Collection

Introducing e.l.f. POP: Tromsø

The first collection, e.l.f. POP: Tromsø, features a signature fragrance called Spicy Bundt Nice, inspired by the atmosphere of a Norwegian winter holiday.

The scent combines notes of holiday spice cake, orange zest, cardamom, buttercream frosting, cedarwood and warm musk.

The collection includes three products:

The products are designed to be used individually or layered together, allowing consumers to combine fragrance with everyday body care.

A Social-Commerce-First Launch

e.l.f. adopted a multichannel strategy for the new collection, beginning with TikTok Shop in the United States on October 4.

The rollout continued through the brand's websites and TikTok Shop in the United Kingdom and Germany on October 5.

Amazon followed on October 6, with distribution across the United States, United Kingdom, Germany and Canada.

This approach demonstrates how beauty brands can coordinate product launches across social commerce, direct-to-consumer websites and major online marketplaces.

TikTok Shop provides an opportunity to introduce new products through creator content and social discovery, while Amazon and brand websites offer additional purchasing channels.

Turning Fragrance into an Experience

Rather than positioning e.l.f. POP as a conventional fragrance line, the company is building the collection around destinations, emotions and sensory experiences.

The Tromsø launch draws inspiration from Norway's winter landscape, seasonal celebrations and the Northern Lights.

Norwegian illustrator Esra Røise contributed the collection's visual artwork, while Norwegian pop artist SKAAR created music for the campaign.

The combination of fragrance, illustration and music supports a more immersive brand experience.

The POP name also references e.l.f.'s earlier Jelly Pop collection, reflecting the company's interest in developing fragrance concepts inspired by consumer preferences.

Why Fragrance and Body Care?

Fragrance has become an increasingly important growth opportunity within the beauty industry.

According to consumer research cited by e.l.f. Beauty, 42% of fragrance wearers who consider emotional benefits when shopping look for scents that evoke a particular mood or feeling.

This consumer interest creates opportunities for products that combine affordability with distinctive fragrance concepts.

For e.l.f., body care also provides a natural extension of its existing beauty portfolio.

Products such as fragrance mists and body creams can appeal to existing customers while attracting consumers interested in affordable everyday indulgence.

More Destination-Inspired Collections Coming in 2027

The Tromsø collection represents the beginning of a broader fragrance and body care strategy.

e.l.f. plans to introduce additional destination-inspired scents in January 2027, expanding the POP concept beyond its initial holiday launch.

The future collections could help the brand establish a more permanent presence in fragrance and body care.

Why It Matters for the Beauty Industry

The launch highlights three developments worth watching.

Affordable fragrance is becoming a strategic growth category. Brands are increasingly exploring accessible fragrance mists and body care products rather than relying exclusively on traditional perfumes.

Product storytelling is becoming more experiential. Destination-inspired fragrances allow brands to connect products with travel, emotion and lifestyle.

Social commerce is influencing launch strategies. Introducing products through TikTok Shop before expanding to Amazon and other channels creates multiple opportunities for consumer discovery.

For emerging beauty brands, the e.l.f. POP launch offers an example of how a recognizable brand identity, accessible pricing and coordinated digital distribution can support expansion into new categories.

As e.l.f. prepares additional collections for 2027, its performance in fragrance and body care will be worth watching.