H&M Beauty expands its Fragrance Universe with Launch of Eau de Parfum Collection

Swedish fashion giant H&M's Beauty Division is expanding its fragrance universe with the launch of Eau de Parfum (EDP).

The new collection comprises of 4 Distinct Eau de Parfums that can be worn solo or layered into a fragrance wardrobe. Designed to make a lasting impression, they offer a wear time of up to 8 hours, elevated intensity, and a more expressive way to wear fragrance. Conceptualized in Sweden and developed in Paris, each fragrance is made with a vegan formula, upcycled fragrance ingredients, and packaged in FSC-certified boxes.

Details of the H&M Beauty Fragrance Collection are as follows:

Ruby Touch
A bold, magnetic fragrance where glowing amber and rich spices meet a soft floral heart. Confident, warm, and unforgettable it opens with vibrant orange, tagete, and dried fruits, evolves into woody accords and violet, and settles into a warm amber and oak moss base. Perfect for those who want an unforgettable, radiant presence.

Mystic Velvet
Decadent and smooth, this gourmand floral blends ripe strawberry with creamy vanilla and dark chocolate for a sensual, layered finish. Opening with mandarin and chocolate, it blooms into jasmine and cedarwood, finishing with a velvety blend of sandalwood and labdanum. A luxurious, layered fragrance for those who crave sophistication and allure.

Pearl Dream
A dreamy white floral infused with soft fruits blueberry and creamy cashmere wood with radiant tuberose. Bright lemon and mandarin lead to a heart of ylang-ylang and tiare flower, grounded by vanilla and cedarwood. Delicate yet captivating, this scent is ideal for those seeking elegance with a touch of sweetness.

White Air
This fresh floral blends soft citrus with luminous petals and powdery musks for an effortlessly clean finish. Its vibrant top notes of magnolia and lemon flow into linden blossom and yellow fruits, finishing with a clean cedarwood and powdery accord. Blending crisp mandarin and pear with soft peony and powdery white musk, it is perfect for those who love a light, airy, and effortlessly radiant fragrance.

'We've seen our customers gravitate towards fragrances with greater depth and longevity, and Eau de Parfum is a natural evolution. This launch builds on our growing fragrance assortment and brings something more luxurious - while remaining accessible and fashion-forward,' Mirja Kjellberg, Global Head of Private Label at H&M Beauty said in a press release.


Priced at Euro 14.99 for 50 ml, the H&M Beauty Eau de Parfum collection is available now on hm.com and in H&M stores that offer Beauty.

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