Elf Beauty is expanding beyond color cosmetics and skincare with the launch of Elf Pop, a new fragrance and body-care platform from its Elf Brands portfolio.
Elf Beauty expands into fragrance and body care. – Elf Beauty
The new collection makes its debut with Elf Pop: Tromsø, a limited-edition holiday range inspired by the winter landscape of Tromsø, Norway. A broader Elf Pop lineup featuring additional destination-inspired scents is slated to launch in January 2027.
“Elf Pop is our next bold leap as we stretch into new playgrounds and categories. Fragrance is a unique form of self-expression; it is personal and customizable. Body care transforms an everyday necessity into a ritual of self-care and indulgence,” said Oshiya Savur, chief marketing officer of Elf Brands.
The platform’s name is a nod to Elf Cosmetics’ Jelly Pop, a limited-edition mini collection that became known for its signature scent and developed a following among the brand’s community. Elf has continued to test consumer appetite for fragrance, including through a limited-edition fragrance collaboration with H&M earlier this year.
For the Tromsø launch, Elf tapped Norwegian creative talent to reinforce the destination concept. Illustrator Esra Røise created the collection’s visual identity across the packaging and campaign, while Norwegian pop artist Skaar provided the soundtrack for launch assets.
“Our destinations are a connective throughline to our community, they guided our flight path to locations that inspired the collection. It is rooted in pride and place, the power of people, which we feel is the true essence of Elf Pop,” added Savur.
