In a world where perfumes often cost as much as a plane ticket to Paris (without luggage, of course), the new H&M Beauty perfume collection is a true olfactory revolution. The fashion giant, which has been dressing us in trendy pieces at affordable prices for decades, now extends its beauty into the perfume sphere — in the form of four carefully crafted Eau de Parfum scents. The collection is a tribute to personal expression, multidimensionality of scents and – surprisingly – luxury that we can afford without a guilty conscience (or a negative bank balance).
New perfume collection H&M: Designed in Sweden and developed in Paris, these perfumes carry more than just a nice scent – they carry a philosophy. They are vegan, sustainable, composed with upcycled notes and packaged in FSC-certified packagingAnd while they'll only cost you €14.99 for 50ml, they smell like something you'd pay ten times more for at a Parisian beauty counter. Here are four new scents that will shake up your perfume wardrobe – and probably your priorities too.
New H&M Beauty perfume collection
Ruby Touch – when perfume becomes an aura of confidence
Ruby Touch doesn't smell, he enters the room. Like an elegant woman in a silk red dress who needs no introduction because she has already said it all with her scent. The fragrance opens with the warmth of dried fruit and orange zest, which together create the effect of a sunset in the desert. But this scent is not restrained - it develops into a rich heart of jasmine, spices and woody accords that completely take you over. The conclusion is a real perfume ballad: amber, musk and oakmoss, which together create the impression that you have just stepped out of a boutique perfumery in Marrakech. Ruby Touch It's not a perfume for the shy – it's a scent for those who know who they are and aren't afraid to show it.
Top notes: Orange, Tagetes, Dried Fruits
Mid notes: Woody Accord, Warm Spices, Violet, Jasmine
Base notes: Amber, Oak Moss, Musky Accord
Mystic Velvet – a perfume that even chocolate would want to wear
If perfume could be a sweet sin, then it would be called Mystic Velvet. It's not just a scent, it's a sensual story that begins with an explosion of dark chocolate, ripe strawberries and a hint of mandarin. It's like a luxurious dessert after midnight, in a room full of plush and mystery. But this perfume is not one-dimensional - in its heart grow jasmine and orange blossom, wrapped in the soft warmth of wood. The finish is silky: vanilla, sandalwood and labdanum create a veil that fits the body like the softest velvet. Mystic Velvet is ideal for evenings when you want to be unforgettable – and smell of something almost forbiddenly good.
Pearl Dream – tenderness captured in perfume
Pearl Dream is like the morning after the most beautiful night – fresh, bright and full of promise. This fragrance is an ode to feminine subtlety: in the opening we are greeted by the gentle sweetness of blueberries, which merge with the citrusy shine of lemon and mandarin. But the real story begins only in the heart – where tuberose, tiare flower and ylang-ylang create a floral mist that is both sophisticated and soft as silk on bare skin. The base with warm woody notes, vanilla and cashmere gives the perfume a soft, almost dreamy depth. Pearl Dream is a fragrance for everyone who loves romance but without the sweetness – and for those who want to smell like poetry.
White Air – freshness that lasts longer than your favorite filter
White Air is the perfume you use when you want to smell like “me, only a better version of myself”. It is fresh, delicate and completely timelessly pure. The fragrance opens with a refreshing blend of pear, mandarin and magnolia – like the first breath after the rain, when the air still smells of a storm and a new opportunity. Floral notes of linden and peony create a feeling of airiness, while fruity undertones add youthful energy. The finish with powdery musk, cedar and a soft accord gives the perfume exceptional weightlessness. White Air is a fragrance choice for minimalists with taste – fresh but never simple.
Conclusion:
Perfumes that look like designer objects, smell like niche creations and cost like brunch? H&M Beauty is with a new Eau de Parfum collection has achieved the perfect perfume trifecta. The collection will be available at the end of August at hm.com and in selected H&M stores with a beauty department.
And yes – now we finally know what fashionable luxury smells like for €14.99. Hint: much better than you might think.
