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Monday, October 5, 2026
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Seeking Alpha·United States·

e.l.f. Beauty enters fragrance & body care with e.l.f. POP debut

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Arundhati Sarkar

  • e.l.f. Brands (ELF), including of e.l.f. Cosmetics, e.l.f. Skin and e.l.f. Hair, part of e.l.f. Beauty is making its move into fragrance and body care with the launch of e.l.f. Pop, according to a statement on Monday.
  • The category expansions debut with e.l.f. POP: Tromsø, a limited-edition holiday drop featuring “Spicy Bundt Nice” fragrance inspired by the wintery wonders of Norway.
  • The comprehensive e.l.f. POP lineup, featuring additional destination scents, will be released in January 2027.
  • The e.l.f. POP name is an ode to e.l.f. Cosmetics’ Jelly Pop, a limited-edition mini collection and one of the brand’s first community-loved scents. e.l.f. (ELF) continued to embrace community signals in the category with the limited-edition fragrance collab earlier this year with H&M (HNNMY).

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