H&M

H&M is a Swedish fashion and lifestyle company that entered the fragrance category as an extension of its H&M Beauty line. The business itself was founded in 1947 by Erling Persson, who opened the first Hennes store in Västerås, Sweden, focused on womenswear. Over time the company evolved into Hennes & Mauritz, expanded internationally, and became known for fast-fashion clothing and accessible beauty products, including an in-house portfolio of perfumes and body sprays.

According to H&M Group, the brand significantly expanded its scent offering in 2019 with a "wardrobe of fragrances" composed of 25 scents divided into three groups: Singles, Reveries, and Essences. This collection was created in collaboration with Givaudan, one of the major global perfume houses, and launched across 47 markets that carry H&M Beauty. The company explains that its fragrances are conceptualised in Sweden and developed in France, with perfumery work influenced by the tradition of Grasse, and price points typically ranging from about EUR 4.99 to 24.99.

The Singles line focuses on straightforward, one-note compositions such as vanilla, chocolate, or yuzu, aimed at simple, layerable wear. The Reveries are blended eau de toilette and body mists with narrative names like Freewheeling, Sparks Will Fly, and Above the Clouds, each framed around a specific mood. The Essences include more complex eau de parfum and roll-on oils built around higher-quality key materials such as sandalwood, patchouli, and rose, positioned as the more nuanced part of the range.

Fragrance databases like Fragrantica list H&M as having dozens of releases since 2010, including limited editions and seasonal launches. The catalog covers everyday fresh scents, sweet gourmands, soft florals, and easygoing woods, reflecting the brand's focus on affordability and approachability rather than artistic experimentation. H&M perfumes are sold primarily through the brand's own stores and website alongside its fashion and beauty lines.