SCENTS FOR EVERY PERSONALITY

Explore every side and expression of yourself by choosing the scent that sparks your true essence. There is a fragrance for every personality and mood. Choose the scent that excites you today.

EST. 1947

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.

The scents are conceptualized in Sweden and developed in France with the art of perfumery inspired by the heritage of Grasse.

UPCYCLED INGREDIENTS

When we claim “upcycled ingredients” on H&M Group’s own cosmetic products, upcycled is defined as the way to valorize by-products, discarded and waste materials and unused products into ingredients of higher value. We classify an ingredient as upcycled if 50% or more of the carbon atoms it contains come from upcycled materials. H&M Group’s own cosmetic products communicate the percentage of upcycled ingredients per product. Food, beverages and flowers are examples of material sources that can be upcycled into cosmetic products. Upcycling is about taking these categories and giving them a second chance.

We do not use “upcycled” to claim any environmental benefits.  

ADVENTURE SEEKER

contains 4,2-5,9% of upcycled ingredients in the total product. The origin is from the juice industry, furniture industry, paper industry and fresh fruit industry.

CHIC SOCIALITE

contains 0,1-0,6% of upcycled ingredients in the total product. The origin is from the juice industry and paper industry.

CREATIVE VISIONARY

contains 0,1-0,8% of upcycled ingredients in the total product. The origin is from the juice industry and paper industry.

FEARLESS OPTIMIST

contains 0,6-1,7% of upcycled ingredients in the total product. The origin is from the paper industry and chemical synthesis.

HOPEFUL ROMANTIC

contains 0,7-2,1% of upcycled ingredients in the total product. The origin is from the juice industry, furniture industry, paper industry and fallen leaves from the clove tree.

MODERN MINIMALIST

contains 0,9-2,1% of upcycled ingredients in the total product. The origin is from the furniture industry, paper industry and fallen leaves from the clove tree.

PERSONAL MUSE

contains 0,5-1,4% of upcycled ingredients in the total product. The origin is from the juice industry, furniture industry, paper industry, chemical synthesis, pruning of home gardens and fallen leaves from the clove tree.

SOCIAL BUTTERFLY

contains 0,9-2,0% of upcycled ingredients in the total product. The origin is from the juice industry, furniture industry, paper industry, chemical synthesis and fallen leaves from the clove tree.