Five new scents, five nostalgic memories, one lineup of redefined icons.

When Gap Fragrance officially launched its line in November 1994, consumers mainly gravitated toward one signature scent that defined the brand. However, after 30 years of fanatics building entire collections surrounding specific feelings or emotions, Gap Beauty is reintroducing brand classics through a modern lens in its first launch.
Remember '90s staples such as Heaven, Grass, Dream, and Om taking over malls before disappearing from shelves? Well, in the <a href="https://www.lofficielusa.com/beauty/nostalgic-fragrances-most-iconic-perfumes-of-all-time-best-perfumes-cheap-tiktok-live-auctions">spirit of nostalgia</a>, which has an enduring grip on the fragrance industry, the clean and all-inclusive lineup of icons is back and better than ever. A new addition has also joined the powerful lineup.
“Gap has always created products that become part of how people express who they are, and fragrance is a natural extension of that,” said Mark Breitbard, CEO and President of Gap. “We’ve modernized Gap’s signature fragrances for the person who grew up with Gap and for those discovering it for the first time. It’s a deeply personal category and a powerful way for us to connect generations as we continue to evolve the brand.”
For those who need an introduction or refresher on the revamped scents, here you go. Dream's original warm woody scent is powered by Italian bergamot, jasmine, and cedarwood; Grass is fresh with green mandarin, matcha, and Virginia cedar; Heaven evokes softness through crisp pear, Madagascar vanilla, and patchouli, while Om is alternative via ginger, sandalwood, and cedar notes. Harmony, the newest fragrance under Gap Beauty, is the brightest out of the five, with apricot nectar, gardenia, and amber.

Gap Beauty's newest line of fragrances. Courtesy of Gap Beauty.

If you believe that these fragrances are your go-to eau de toilettes, think again. With a 20% concentration that is made up of contemporary ingredients and modern techniques, the five eau de parfum offerings deliver a bolder presence while bringing back memories to the wearer. Developed by DDSM-Firmenich perfumers Honorine Blanc and Nicole Manicini alongside Executive Director of Beauty at Gap Inc. John Demsey and the Gap Beauty team, these fragrances are a must-have for nostalgia lovers.
To celebrate the evocative launch, the "Wear What You Feel" campaign reinforces the idea that fragrance is an extension of one's personal style. With actress Victoria Pedretti as the face of the launch, multiple vibes that shape the world are explored throughout each scent, especially as they take form through a specific feeling. From layering and complementing one another, each fragrance develops a certain notion that drives the conversation forward.
Starting July 30, Gap Fragrance will be available in Gap stores nationwide and online, with prices ranging from $20 to $52. Whether you want to try out the five-piece .05 oz Discovery Kit, relive great memories with the 10ml size, or add an icon to your collection in the 50ml, it truly is time to "Wear What You Feel."
“Gap has a real opportunity in beauty, and fragrance is where that story starts,” said Head of Beauty at Gap Inc Deb Redmond. “We were rigorous about the technical journey, maintaining the core DNA of the original scents while modernizing the formulations for how people actually wear fragrance today. Gap has always made quality feel within reach. This collection is that same commitment, applied to beauty.”

Gap Beauty Launches Modern Twist On Classic Fragrances

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