Press release


This May, H&M Beauty launches a new range of fragrances, inviting customers to choose a scent to amplify their unique personalities.

25 Apr, 2024 09:00 CEST

“We all have multifaceted aspects waiting to be revealed, and our new fragrance collection allows that expression,”

says Mirja Kjellberg, Global Head of private label at H&M Beauty.

“Whether you’re feeling bold, romantic, or adventurous, there’s a fragrance to ignite that inner spark and it’s the perfect way to build a fragrance wardrobe.”  

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 from May.

The collection features eight opulent fragrances, allowing customers to explore every side and expression of themselves. Each bottle encapsulates a unique essence waiting to be discovered.

It’s like asking, ‘Who do I feel like today?’ and selecting the scent that amplifies that essence. Are you an ‘Adventure Seeker’, drawn to creamy woods and rich leather? Or perhaps your personality aligns with that of a ‘Chic Socialite’, thriving in orange blossoms and flirty Paris nights?

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.  

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. 

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. 

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.   

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. 

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.  

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. 

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. 

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: