Gap is returning to fragrance with a new take on some of its most recognisable scents. More than 30 years after the original collection launched, the brand is introducing Gap Beauty with updated versions of Dream, Grass, Heaven and Om, alongside a new fragrance called Harmony.
The launch comes as the way people use fragrance continues to shift. Rather than choosing a single scent as a signature, many consumers now build collections that fit different moods, occasions and personal styles. Gap Beauty’s debut collection is designed around that idea, with five eau de parfums made to be worn alone or layered together.
First introduced in 1994, Gap Fragrance became known for its simple, clean approach to scent. The new collection maintains the character of those original fragrances while updating the formulas with a higher fragrance concentration and newer perfumery techniques.
Dream remains the closest to the original, featuring notes of Italian bergamot, jasmine and cedarwood. Grass takes a fresher approach with green mandarin, matcha and Virginia cedar.
Heaven combines a proprietary amber molecule with pear, Madagascar vanilla and patchouli for a softer profile. Om offers a deeper scent featuring ginger, sandalwood and cedar. Harmony adds a new option to the lineup with notes of apricot nectar, gardenia and amber.
The fragrances were developed by DSM-Firmenich perfumers Honorine Blanc and Nicole Mancini in collaboration with the Gap Beauty team. Blanc, who also worked on the original collection, helped bring elements of the brand’s fragrance history into the updated formulas.
“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.
To support the launch, Gap is introducing its “Wear What You Feel” campaign starring actress Victoria Pedretti. The campaign focuses on how fragrance can reflect different moods and moments rather than a single identity.
Gap Beauty fragrances will be available July 30 at Gap stores nationwide and online. The collection will come in three formats: a five-piece Discovery Kit for US$20, a 10ml bottle for US$20 and a 50ml bottle for US$52.
