Fragrance house

H&M

H&M traces its origins to 1947, when Erling Persson opened the Hennes womenswear store in Västerås, Sweden, establishing the predecessor to today’s brand. In 1968, Hennes acquired menswear retailer Mauritz Widforss, became Hennes & Mauritz, and added men’s and children’s clothing; international expansion began with a store in Norway and continued into Denmark, the United Kingdom, and Switzerland. The company was listed on the Stockholm Stock Exchange in 1974, the same year its stores adopted the H&M abbreviation, and its creative identity later included designer collaborations beginning with Karl Lagerfeld in 2004 and continuing with names such as Stella McCartney, Roberto Cavalli, Versace, and Alexander Wang. H&M entered beauty with cosmetics in 1977 and the H&M Beauty concept in 2015. In 2018, it introduced a 25-scent fragrance collection developed with Givaudan perfumers Olivier Pescheux and Nisrine Grillié; in January 2026, it entered its first beauty-brand partnership, a fragrance collaboration with e.l.f. Cosmetics.