Fragrance

SCENTS FOR EVERY PERSONALITY

Select a scent that captures the essence of self-expression.

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 conceptualised in Sweden and developed in France with the art of perfumery inspired by the heritage of Grasse.

FRAGRANCE GUIDE

How to pick your scent

HOW TO STORE YOUR FRAGRANCE

The fragrances contain natural origin ingredients. Natural origin ingredients in perfumes can be essential oils, plant extracts, flowers, resins, woods and plant-derived scent molecules.

Natural ingredients can change colour over time due to interaction with oxygen and light. To protect your fragrance and to minimise these changes, it is recommended that you:

• Store your fragrances in a cool, dark place with an even temperature, away from direct sunlight.

• Keep the cap on to minimise exposure to oxygen.

HOW TO APPLY

Apply directly to the skin and focus on "pulse points" like wrists, neck or behind your ears. The heat from these warmer parts of the body will help to maximise the intensity of your fragrance. Allow the fragrance to dry down naturally and avoid rubbing, as this may cause top notes to disappear faster.

UPCYCLED FRAGRANCE NOTES

What we mean by that

FRAGRANCE HOUSE DSM–FIRMENICH

DSM–Firmenich is the perfume house carefully selected for the development of our fragrance oils based on their legacy of excellence and innovation that dates back to 1895. As industry leaders, they combine creativity and technology with high performance, resulting in an innovative and award-winning fragrance portfolio with upcycled ingredients.

To create sophisticated and diverse fragrances, DSM–Firmenich perfumers carefully select the finest quality ingredients. Fragrances are developed by their perfumers based in France.

88% INGREDIENTS OF NATURAL ORIGIN

We combine natural and synthetic fragrances to enable our perfumers to create exciting/elevated scents using both innovative synthetics and iconic natural ingredients. Natural fragrances are made from natural materials, for example plant extracts and essential oils. Synthetic fragrances are created in a laboratory, often inspired by naturally occurring scent molecules. The EdT contains 88% ingredients of natural origin. Natural is defined and calculated in accordance with the ISO 16128 Standard.

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