H&M Beauty Expands Fragrance Range with New Eau de Parfum Collection

“We’ve seen our customers gravitate towards fragrances with greater depth and longevity, and Eau de Parfum is a natural evolution,” - says Mirja Kjellberg, Global Head of Private Label at H&M Beauty. 

“This launch builds on our growing fragrance assortment and brings something more luxurious — while remaining accessible and fashion-forward.”

As demand grows for more intense scent experiences, Eau de Parfum (EDP) has become the format of choice for customers seeking richer impact and better value. With a wear time of up to 8 hours, the new launch is designed to make a lasting impression — whether worn solo or layered into a fragrance wardrobe.

Part of H&M Beauty’s Est. 1947 fragrance concept, the Eau de Parfum collection was conceptualized in Sweden and developed in Paris, combining responsible innovation with premium sensory design. Each fragrance is made with a vegan formula, upcycled fragrance ingredients, and packaged in FSC-certified boxes — delivering on both style and sustainability.

ABOUT THE COLLECTION

RUBY TOUCH Price: €14.99 – 50 ml  
Woody – Amber – Moss 
Jasmine / Saffron / Amber 
A bold, magnetic fragrance where glowing amber and rich spices meet a soft floral heart. Confident, warm, and unforgettable.

Top notes: Orange, Tagete, Dried Fruits 
Mid notes: Woody Accord, Warm Spices, Violet, Jasmine 
Base notes: Amber, Oak Moss, Musky Accord

MYSTIC VELVET Price: €14.99 – 50 ml 
Amber – Floral – Gourmand 
Dark Chocolate / Strawberry / Vanilla 
Decadent and smooth, this gourmand floral blends ripe strawberry with creamy vanilla and dark chocolate for a sensual, layered finish.

Top notes: Dark Chocolate, Mara Strawberry STT, Mandarin 
Mid notes: Jasmine, Orange Blossom, Woody Accord, Cedarwood 
Base notes: Vanilla, Sandalwood, Amber, Labdanum

PEARL DREAM Price: €14.99 – 50 ml 
Floral – White Flowers – Tuberose 
Blueberry / Tuberose / Cashmere Wood 
A dreamy white floral infused with soft fruits and creamy woods. Delicate and luminous, with a touch of sweetness.

Top notes: Lemon, Mandarin, Blueberry 
Mid notes: Tuberose, Ylang-Ylang, Tiaré Flower, Ginger 
Base notes: Cedarwood, White Musks, Vanilla, Cashmere Wood

WHITE AIR Price: €14.99 – 50 ml 
Floral – Citrus – Powdery 
Mandarin / Peony / White Musk 
Light, airy and crisp — this fresh floral blends soft citrus with luminous petals and powdery musks for an effortlessly clean finish.

Top notes: Pear, Mandarin, Magnolia, Lemon 
Mid notes: Linden Blossom, Peony, Yellow Fruits 
Base notes: Cedarwood, White Musks, Powdery Accord

The Eau de Parfum collection is available from late august on hm.com and in H&M stores that offer Beauty.

ABOUT H&M BEAUTY
At H&M Beauty, we believe that beauty should be fun and accessible to everyone. Our collection features high-quality, on-trend products that inspire confidence and celebrate individuality. From skincare-infused lip products to the latest makeup essentials, we offer beauty that is affordable, inclusive and designed to enhance what makes you unique.

Join the beauty party at hm.com/beauty and follow us on social media @hmbeauty.