e.l.f. Brands Launched e.l.f. POP Fragrance Line
The company introduced a holiday-themed collection inspired by Tromsø to expand its reach in the beauty market.
Updated on Oct. 5, 2026 in Beauty
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e.l.f. Brands has debuted e.l.f. POP, a new fragrance and body care collection featuring the limited-edition Tromsø line. The products center around the Spicy Bundt Nice scent, which combines notes of holiday spice cake, orange zest, and cardamom.
Why it matters
The brand is leveraging signature scents to create sensorial experiences for consumers, tapping into a growing market desire for products that influence mood and emotion. This launch marks an initial step in a broader strategy to offer a wider variety of fragrance options in the coming year.
The Tromsø collection features a fragrance mist and silky body cream priced at $13 each, alongside a $12 travel-size kit. These items are designed to evoke the spirit of the holiday season.
The players
e.l.f. Brands
An Oakland-based cosmetics company known for its affordable beauty and skincare products.
Esra Røise
An illustrator who partnered with the brand to design the packaging visuals for the collection.
SKAAR
A pop artist who composed the music for the launch campaign.
The details
The collection includes collaboration efforts with illustrator Esra Røise, who provided packaging visuals, and pop artist SKAAR, who produced the launch campaign soundtrack. The Spicy Bundt Nice fragrance also incorporates notes of butter cream frosting, cedarwood, and musk.
Timeline
October 4, 2026: The e.l.f. POP: Tromsø collection launched on TikTok Shop US.
October 5, 2026: The collection became available on elfcosmetics.com, elfcosmetics.co.uk, and additional TikTok shops.
October 6, 2026: The line expanded to Amazon storefronts in the US, UK, DE, and CA.
January 2027: A comprehensive e.l.f. POP product lineup with additional scents is scheduled for release.
Culture Shift
The brand is tapping into the shift toward mood-enhancing beauty, moving away from conventional marketing to focus on sensory experiences. This strategy mirrors a broader industry trend where consumers prioritize items that offer emotional benefits alongside aesthetic value.
Shoppers can purchase the new collection online through various regional platforms including Amazon and the company's official websites. The price points remain consistent across channels, allowing for accessible entry into the new fragrance line.
The takeaway
The collection highlights how brands are increasingly using fragrance as a tool for emotional connection rather than just a cosmetic accessory. Consumers interested in these scents should note the limited-edition nature of the current Tromsø range before the expanded lineup arrives in 2027.
What happens next
A comprehensive e.l.f. POP product lineup featuring additional scents is scheduled to launch in January 2027.
Further reading
Discover more about the latest developments in the industry on our Beauty page.
Source note: This article includes information reported by Financial Post.
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