e.l.f. Beauty is expanding into fragrance and body care with e.l.f. POP, a new brand collection. The company said the line is designed to transport consumers to “sensorial destinations” through distinctive scents, extending its cosmetics and skincare business into new categories.
The debut features a limited-edition holiday collection inspired by Tromsø, Norway. It launched on the company’s website and select TikTok shops on October 5, 2026.
A full lineup with additional scents is planned for wider release in January 2027. The expansion follows a previously successful limited-edition fragrance collaboration.