Wear What You Feel: Five New Fragrances for Every Mood, Memory and Moment
Gap Inc. (NYSE: GAP) is announcing the first launch from Gap Beauty: a reimagination of its iconic fragrance collection. Originally launched in November 1994, Gap Fragrance became a defining scent of the era, introducing a clean, all-inclusive approach to fragrance that felt effortless, personal and distinctly Gap. Dream, Grass, Heaven and Om became everyday favorites, creating lasting memories for a generation. Now, more than three decades later, Gap is reenvisioning that legacy for a new generation, with the beloved fragrances elevated as eau de parfums and transformed for consumers who layer, curate and express their individuality through scent.
“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.”
Consumer behavior around scent has shifted significantly since Gap’s original fragrance launch in the 90’s. Where a single fragrance once defined a person’s relationship with the category, today’s consumers build fragrance wardrobes, reaching for different scents depending on mood, energy, and occasion. Gap Beauty is designed around that behavior. Each fragrance in the collection represents a distinct emotion and feeling, and all five are built to layer and complement one another.
Five scents make up the collection, each a long-lasting eau de parfum at 20% concentration, updated with clean, modern ingredients and contemporary perfumery techniques that deliver greater depth and longevity while preserving the emotional character consumers remember. Dream returns closest to its original form, a warm, woody scent with fresh notes of Italian bergamot, jasmine and cedarwood. Grass is light and restorative, with a clean freshness drawn from green mandarin, matcha and Virginia cedar. Heaven is softer and more sensual, built around a proprietary amber molecule and brightened with crisp pear, Madagascar vanilla and patchouli. Om offers a deeper, grounded alternative, with rich notes of ginger, sandalwood and cedar. Harmony, the new addition, is the most playful of the five, bright and uplifting with notes of apricot nectar, gardenia and amber.
“Gap has a real opportunity in beauty, and fragrance is where that story starts,” shared Deb Redmond, Head of Beauty at Gap Inc. “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.”
DSM-Firmenich perfumers Honorine Blanc and Nicole Mancini developed the collection in close collaboration with the Gap Beauty team. Blanc, who worked on the original fragrances, was recently honored by The Fragrance Foundation with its 2026 Lifetime Achievement Perfumer Award. Guiding the vision is John Demsey, Executive Director of Beauty at Gap Inc.
Supporting the launch is a new campaign, "Wear What You Feel," starring actress Victoria Pedretti, whose nuanced and emotionally resonant performances embody the spirit of the collection. Reimagining fragrance as an extension of personal style, the campaign explores the many moods, energies and expressions that shape how people show up in the world. Through intimate portraiture and emotionally driven storytelling, each scent is brought to life as a distinct feeling.
Gap Fragrance arrives in all Gap stores nationwide and online on July 30, available in three formats: a five-piece .05 oz Discovery Kit ($20), a 10ml size ($20), and 50ml ($52).
ABOUT GAP:
Gap is a globally recognized icon of casual American style. Founded in San Francisco in 1969, Gap champions originality by creating loved essentials and delivering culturally relevant experiences that celebrate individuality. Gap is a lifestyle brand offering products across generations, including GapKids, babyGap, Gap Maternity, GapBody, GapFit, Gap Accessories and Gap Beauty, as well as GapStudio and partner collaborations through GapX. Gap is the namesake brand of the global specialty retailer, Gap Inc. (NYSE: GAP) and connects with customers online and in company-operated and franchise retail locations globally. For more information, visit gap.com.
Gap Beauty Press Contact
PR Consulting | gapbeauty@prconsulting.net
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