e.l.f. Beauty Bottles a Norwegian Winter and Charges $13 a Spritz
e.l.f. is leaving the compact aisle for the first time ever, launching a fragrance and body-care line inspired by the Arctic and betting its TikTok-native fanbase will buy the whole vibe, not just the makeup.
e.l.f. Beauty is stepping outside cosmetics for the first time in its history with the launch of e.l.f. POP, a new fragrance and body-care line. The debut collection, called Tromso, rolled out on TikTok Shop in the U.S. on October 4, 2026, and lands on elfcosmetics.com, the U.K. site, and TikTok Shop in the U.K. and Germany the following day, with Amazon carrying it across the U.S., U.K., Germany, and Canada starting October 6.
The line leans hard into its Nordic inspiration, drawing on Norway's winter light and the Northern Lights for a trio of products: a $13 fragrance mist, a $13 silky body cream, and a $12 travel kit, all vegan and cruelty-free. The signature scent, "Spicy Bundt Nice," mixes holiday spice cake, orange zest, cardamom, buttercream frosting, cedarwood, and warm musk, which is either an ambitious olfactory flex or a dessert menu, depending on how literally you take it. "Fragrance is a unique form of self-expression; it is personal and customizable," e.l.f. Beauty chief marketing officer Oshiya Savur said of the launch.
It is a logical next move for a brand that has built its last few campaigns around stunts rather than product specs, from dropping a pop-star album to turning a foundation launch into a horror movie. e.l.f. Beauty says a fuller fragrance and body-care lineup is coming in January 2027, which means Tromso is less a one-off than a toe in the water for a category where margins, and brand loyalty, run deeper than lip gloss.
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Source: e.l.f. Beauty
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
