Press release

ACTRESS ALISHA BOE IS THE FACE OF H&M BEAUTY’S NEW FRAGRANCE COLLECTION

This fall H&M Beauty partners up with Alisha Boe to portray the new fragrance collection. The eight scents are crafted to reflect a diverse set of personalities, any of which can be unleashed with a simple spritz—the final touch to your full look and self-expression. The question is: who are you today?

15 Aug, 2024 09:00 CEST

Partnering up with actress Alisha Boe for the campaign brings the concept of the different personalities to life. Alisha portrays all eight of them, from a Hopeful romantic to a Modern Minimalist showing that there is a fragrance for every side of yourself. With her charismatic expression and the fusion of beauty and fashion, the campaign demonstrates the different personalities unleashed in every scent.

“I loved working on the new H&M Beauty fragrance campaign and getting to be a part of visualising the different scent personalities. We all know that your mood changes every day, and I love that the campaign highlights how you can emphasize how you feel through which fragrance you choose for that day,”

says Alisha Boe.

The fragrance name Est. 1947 pays homage to the heritage of the H&M brand — offering an elevated fashion experience in an affordable and accessible way — now also expressed through fragrance. A fragrance based on your personality is the essential final note to a curated and self-expressive fashion look. 

The scents are conceptualised in Sweden and developed in Paris, with the art of perfumery inspired by the heritage of Grasse.

The vegan fragrances are thoughtfully crafted with up-cycled ingredients. 

DSM–Firmenich, the perfume house carefully selected for the development of our fragrance oils, combine creativity and technology with high performance, resulting in an innovative and award-winning fragrance portfolio.

H&M Beauty’s fragrances are available exclusively in all H&M store’s that offer Beauty and on hm.com from May.

THE COLLECTION
The collection features eight fragrances available in 30 ml (9.99 EUR) and 10 ml (5.99 EUR).

ADVENTURE SEEKER
Woody scent
Top notes: Black Pepper, Bergamot. Mid notes: Orris, Tobacco, Jasmine. Base notes: Leather, Sandalwood, Amber, Cedarwood, Musk, Praline, Milky Accord. The fragrance is best described as: Wood, Leather, Spicy – For the irresistible you who loves creamy wood, rich leather, and doesn’t believe in limitations.  

CHIC SOCIALITE
Floral scent
Top notes: Bergamot. Mid notes: Orange blossom, Jasmine, Honeysuckle. Base notes: Marshmallow, Vanilla, Cotton Candy, Musk. The fragrance is best described as: Floral, Orange Flower, Vanilla – For the sweet, playful, and flirty you who loves orange blossom and Paris nights. 

HOPEFUL ROMANTIC
Floral scent
Top notes: Pear, Bergamot. Mid notes: Tuberose, Orange blossom, Fruity Jasmine. Base notes: Patchouli, Vanilla, Amber. The fragrance is best described as: Floral, White Flowers, Ambery – For the big-hearted you who is mesmerised by the elegance of a white flower bouquet and falling in love. 

CREATIVE VISIONARY
Fruity scent
Top notes: Coconut water, Guava. Mid notes: White flower, Tiare, Violet. Base notes: Musk, Patchouli, Vanilla. The fragrance is best described as: Fruity, Floral, Musky – For the free, untamed you who loves a tropical beach and daydreaming under sunsets.   

FEARLESS OPTIMIST
Fruity scent
Top notes: Pistachio, Sea Salt, Pina Colada, Candy Apple. Mid notes: Heliotrope, White Flowers. Base notes: Salted Caramel, Sandalwood, Musk, Praline. The fragrance is best described as: Fruity, Floral, Gourmand – For the cheeky you who revels in a delicious coconut breeze, sweet dreams and a sunny mind. 

MODERN MINIMALIST
Fresh scent
Top notes: Cotton Flower, Eucalyptus, Citrus. Mid notes: Jasmine, Rose, Lily of the Valley. Base notes: White Musk, Sandalwood, Amber, Cashmere Wood. The fragrance is best described as: Powdery, Musky, Floral – For the effortless you who takes pleasure in a soft breeze, a crisp cotton shirt and a clear blue sky.  

PERSONAL MUSE
Amber scent
Top notes: Almond, Peach. Mid notes: Tuberose, Jasmine, Orris. Base notes: Sandalwood, Vanilla, Tonka Bean, Cacao. The fragrance is best described as: Amber, Vanilla, Fruity – For the confident you with electric energy who isn’t afraid of contrasts. 

SOCIAL BUTTERFLY
Sweet scent
Top notes: Honeysuckle, Apple blossom, Lemon, Mandarin. Mid notes: Vanilla, Ylang Ylang. Base notes: Caramel, Musk, Cashmere wood. The fragrance is best described as: Gourmand, Vanilla, Floral – For the extravagant you who creates good vibes, are warm, alive and do everything intensely. 

ABOUT H&M BEAUTY
H&M BEAUTY – the most fashionable beauty destination in the world.

Beauty and fashion don’t just co–exist but play together to inspire and elevate each other. We create looks that seamlessly blend beauty and style. Our products are not just tools; they’re an integral part of a curated fashion experience. This is our world of elevated beauty products and experiences. A world designed for self-expression, where everyone belong, and our customers complete their fashion look with the best in beauty.

For more information and questions please contact: tildax.johansson@hm.com