H&M
Fashion-forward fragrances for everyone.
Hennes & Mauritz — universally known as H&M — was founded by Erling Persson in Västerås in 1947 as a women's-only ready-to-wear store called Hennes, and grew through a 1968 acquisition of the hunting-and-fishing retailer Mauritz Widforss into the multi-category global retailer that now anchors the affordable fast-fashion segment. Fragrance has been part of H&M Beauty since the brand's broader cosmetics relaunch in 2015, and is positioned as an accessory to the apparel ranges rather than a standalone perfumery proposition. The catalog covers eaux de toilette and body mists in fruity-floral, clean-musk and light-gourmand families, generally priced below ten euros and sold exclusively through H&M's own stores and website. The Persson family remains the controlling shareholder; the company is headquartered in Stockholm and listed on Nasdaq Stockholm.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
