Gap relaunches iconic 1990s fragrance collection under new ap Beauty line

USA – Gap is unveiling the first product from its new Gap Beauty platform, a refreshed take on its signature fragrance line. 

The collection includes four refreshed originals, Dream, Grass, Heaven and Om, plus a new scent called Harmony.

Each fragrance is designed as a long-lasting eau de parfum at 20% concentration, with updated ingredients and modern perfumery techniques intended to preserve the emotional character of the originals while improving depth and longevity.

First introduced in November 1994, Gap Fragrance became closely associated with the decade by offering a clean, inclusive scent approach that felt easy to wear, personal and unmistakably Gap. 

More than 30 years later, Gap is reviving that legacy for a new audience, elevating the familiar fragrances into eau de parfums designed for consumers who layer scents, build collections and use fragrance as a form of self-expression.

“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.”

Where one scent may once have defined a person’s fragrance identity, today’s shoppers often maintain a fragrance wardrobe, choosing different scents based on mood, energy and occasion. 

Gap Beauty is built around that shift, with each fragrance in the collection representing a different emotion and all five created to layer and work in harmony with one another.

The line was developed by DSM-Firmenich perfumers Honorine Blanc and Nicole Mancini in close partnership with the Gap Beauty team.

Blanc, who previously worked on the original fragrances, was also recently recognized by The Fragrance Foundation with its 2026 Lifetime Achievement Perfumer Award. 

The creative direction for the launch is being guided by John Demsey, Executive Director of Beauty at Gap Inc.

To support the launch, Gap has launched a new campaign titled “Wear What You Feel,” fronted by actress Victoria Pedretti. 

The campaign positions fragrance as an extension of personal style and explores the moods, energies, and identities that shape how people present themselves, using intimate portraiture and emotionally driven storytelling to give each scent its own feeling.

The collection will be sold in three formats: a five-piece .05 oz Discovery Kit, a 10ml size, and a 50ml bottle.

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