e.l.f. Expands Into Fragrance and Body Care Categories with Launch of e.l.f. POP, Debuting Limited-Edition Holiday “Spicy Bundt Nice” Collection Inspired by Tromsø, Norway

OAKLAND, Calif.--(BUSINESS WIRE)--Oct 5, 2026--

e.l.f. Brands, including of e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, part of e.l.f. Beauty (NYSE: ELF), is making its move into fragrance and body care with the launch of e.l.f. POP, a new collection that transports consumers to sensorial destinations through signature scents. The category expansions debut with e.l.f. POP: Tromsø, a limited-edition holiday drop featuring “Spicy Bundt Nice” fragrance inspired by the wintery wonders of Norway.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261004319331/en/

The comprehensive e.l.f. POP lineup, featuring additional destination scents, will be released in January 2027.

Highlighting e.l.f. Brands’ elasticity to meet the community where they are, the debut of e.l.f. POP exemplifies e.l.f.’s approach to listening, learning and leaning in. The e.l.f. POP name is an ode to e.l.f. Cosmetics’ Jelly Pop, a limited-edition mini collection and one of the brand’s first community-loved scents. e.l.f. continued to embrace community signals in the category with the limited-edition fragrance collab earlier this year with H&M. Fragrance is the fastest growing beauty category globally*, and 42% of fragrance wearers who look for scents to evoke mood or emotion when purchasing**.

Meeting the holiday season with a hot drop fueled by wintertime favorites, Tromsø is the first stop on e.l.f. POP’s globetrotting journey. Tromsø, Norway, where the winter sky ignites with the Northern lights, is in every sense a quintessential holiday destination. e.l.f. POP: Tromsø’s fragrance “Spicy Bundt Nice” captures those sensorial vibes with notes of holiday spice cake, orange zest, cardamom, butter cream frosting, cedarwood and warm musk. The spicy gourmand limited-edition e.l.f. POP: Tromsø collection includes three SKUs, all priced accessibly: fragrance mist ($13), silky body cream ($13) and a travel-size kit ($12).

e.l.f. partnered with two Norwegian artists to create a holistic, transporting experience across the Tromsø collection’s packaging and supporting campaign. Illustrator Esra Røise anchors the collection’s visuals across the product line. Pop artist SKAAR created the soundtrack for the launch assets.

“e.l.f. POP is our next bold leap as we stretch into new playgrounds and categories. Fragrance is a unique form of self-expression; it is personal and customizable. Body care transforms an everyday necessity into a ritual of self-care and indulgence. Each intentionally selected destination in the e.l.f. POP collection is designed to transport you somewhere you want to be – to make you feel something personal and special,” said Oshiya Savur, Chief Marketing Officer of e.l.f. Brands. “Our destinations are a connective throughline to our community, they guided our flight path to locations that inspired the collection. It is rooted in pride and place, the power of people, which we feel is the true essence of e.l.f. POP.”

The e.l.f. POP: Tromsø collection launched on TikTok Shop US on October 4, 2026, during “Fall Deals for You Days,” and is available on elfcosmetics.com, elfcosmetics.co.uk, TikTok Shop UK and TikTok Shop Germany starting today, October 5, 2026. The collection will also be available on Amazon (US/UK/DE/CA) on October 6, 2026.

*Mintel: Fragrance Usage Consumer Study, 2025
**NIQ US Beauty & Personal Care Mid-Year Review, 2026

About e.l.f. Brands
e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

e.l.f. Brands is making its move into fragrance and body care with the launch of e.l.f. POP, a new collection that transports consumers to sensorial destinations through signature scents.

e.l.f. Brands is making its move into fragrance and body care with the launch of e.l.f. POP, a new collection that transports consumers to sensorial destinations through signature scents.

STOCKHOLM (AP) — The Nobel Prize in medicine was awarded Monday to three scientists working on the mechanisms the brain uses to switch on, or off, the activity of individual nerve cells.

Karl Deisseroth, 54, Peter Hegemann, 71, and Georg Nagel, 73, have carried out research into light-gated ion channels and optogenetics.

The Nobel Assembly lauded their work, writing on X that the method “is now being used in laboratories around the world to reveal the brain’s mysteries.”

The assembly said Deisseroth is based at Stanford University in California, while Hegemann is at Humboldt University in Berlin and Nagel at the University of Würzburg, also in Germany.

Thomas Perlmann, the secretary of the medicine committee, said he was able to reach all three winners by phone Monday. The Associated Press' efforts to reach the winners were not immediately successful.

Optogenetics opened what the Nobel assembly called a new era in neuroscience, the discovery of a light-controlled switch to turn on and off nerve cells and circuits in the brain to better learn how it works — to start unraveling the pathways that lead to behavior and disease.

It started when Hegemann explored how a single-celled type of green algae can swim toward light. He and Nagel discovered a particular protein that, when illuminated by blue light, opens a channel to create an electrical impulse. Putting that protein into other cells makes them light-sensitive.

Deisseroth then worked with the gene that controls that protein to create a light-controlled switch for nerve cells in the brains of living mice.

The prize was announced at the Karolinska Institute in Stockholm, kicking off Nobels week.

The prize money this year is 12 million Swedish kronor (about $1.2 million).

Last year, the prize went to three scientists researching the immune system.

Monday's medicine prize is followed by the physics prize on Tuesday, chemistry on Wednesday and literature on Thursday.

After Friday’s peace prize is awarded, the Nobel Memorial Prize in Economic Sciences will be announced on Oct. 12.

The prize money this year is 12 million Swedish kronor (about $1.2 million), whether for an individual, small group of laureates or organization.

Dazio reported from Berlin and Neergaard reported from Washington. Adithi Ramakrishnan in New York contributed to this report.

AP Nobel Prizes: https://apnews.com/hub/nobel-prizes

Portraits of Peter Hegemann, top right, and Georg Nagel are shown on the screen as they and Karl Deisseroth are awarded the 2026 Nobel Prize in Physiology or Medicine, as announced during a press conference at the Nobel Forum at Karolinska Institutet in Stockholm, Sweden, Oct. 5, 2026. (Pontus Lundahl/TT News Agency via AP)

FILE - U.S. scientist Karl Deisseroth, professor of Departments of Bioengineering and Psychiatry at Stanford University, shows his trophy for "Life Sciences" field during the Japan Prize presentation ceremony Thursday, April 13, 2023, in Tokyo. (AP Photo/Eugene Hoshiko, File)

FILE - A bust of Alfred Nobel on display following a press conference to announce the Nobel Committee for Physiology or Medicine at the Karolinska Institute in Stockholm, Sweden, on Oct. 3, 2022. (Henrik Montgomery/TT News Agency via AP, File)

Karl Deisseroth, Peter Hegemann and Georg Nagel are shown on the screen as they are awarded the 2026 Nobel Prize in Physiology or Medicine, as announced during a press conference at the Nobel Forum at Karolinska Institutet in Stockholm, Sweden, Oct. 5, 2026. (Pontus Lundahl/TT News Agency via AP)

Portraits of Karl Deisseroth, Peter Hegemann and Georg Nagel are shown on a screen as they are awarded the 2026 Nobel Prize in Physiology or Medicine, as announced during a press conference at the Nobel Forum at Karolinska Institutet in Stockholm, Sweden, Oct. 5, 2026. (Pontus Lundahl/TT News Agency via AP)

FILE - U.S. scientist Karl Deisseroth, professor of Departments of Bioengineering and Psychiatry at Stanford University, shows his trophy for "Life Sciences" field during the Japan Prize presentation ceremony Thursday, April 13, 2023, in Tokyo. (AP Photo/Eugene Hoshiko, File)

FILE - A close-up view of a Nobel Prize medal at the National Institutes of Health (NIH) in Bethesda, Md., Dec. 8, 2020. (AP Photo/Jacquelyn Martin, File)