H&M launch new collection of 25 scents

14th August, 2018

Swedish fashion retailer H&M have announced a 25 line fragrance collection, which will be launched on August 16th on their website and at all H&M locations that carry H&M Beauty.

The company worked with Givaudan perfumes Olivier Pescheux and Nisrine Grillié. The collection consists of three lines at different price-points.

“Scent has become an important part of fashion and we’re so happy to be offering such a wide range of truly unique fragrances with many different notes. Customers can play around with the different fragrances across the three groups, to find a scent they love and identify with. It’s like building personal style, which is always a fun and exciting journey,” says Sara Wallander, Concept Designer for H&M Beauty.

The Singles

The Singles

The Singles consist of ten different scents that revolve around a single note, such as vanilla, chocolate or yuzu. The collection consists of:


The Reveries

The Reveries

The Reveries are available in both Eau de Toilette and body mist, are ten different blended fragrances that tell a story or convey a certain feeling.


The Essences

The Essences

The Essences are said to be made around a key ingredient, such as sandalwood, patchouli or rose and comes in both Eau de Parfum and as a roll-on perfume oil in pocket size.

Perfumer Olivier Pescheux says, “We focused a lot on high quality ingredients, from the single note fragrances to the contemporary blends and the more nuanced perfumes that really highlight the origin of the key ingredient. It has been an honour to collaborate with H&M and alongside my colleague Nisrine for this exciting fragrance collection.”

Co-perfumer Grillié adds: “I had the most inspiring time working with H&M and Olivier for this project. It was always going to be a good challenge given the comprehensive range but in the end, I believe the H&M fragrance collection is a beautiful and versatile symphony of fragrances.”

The 25 scents are available from August 16th.

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      • hednic | 14th August 2018 20:28

        Formentera is still at the top of my list to try.

      • furrypine | 14th August 2018 20:45

        I was going to smack my head and say; 25 fragrances, who does that! But then I thought, hang on, Zara does that almost every year. Zara is so prolific that they are running out of names, their latest releases are called "S", "Sa" and "Sd".

      • Redneck Perfumisto | 14th August 2018 23:56

        I see a lot of stuff to love - I'm bound to find one to take home.

        Olivier Pescheaux did Kouros Silver - very abstract - so I think I'll love the Reveries series. I'm hoping for JAR on a budget! But Yuzu and Lipstick are calling, too. Santalum, Vetyver, Ylang - good stuff. Gotta have one of these for sure.