“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.
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.
For more information and press inquiries, please contact:
Tilda Johansson
tildax.johansson@hm.com