The new Gap Beauty is officially here, debuting with a refreshed lineup of the company’s once-ubiquitous 1990s perfumes.
The company announced Monday that it is relaunching elevated versions of its original fragrance collection — Dream, Heaven, Grass and Om — more than 30 years after it debuted in November 1994. The assortment is rounded out by a fifth new scent called Harmony. Reflecting consumer preferences for diverse scent wardrobes, each fragrance represents “a distinct emotion and feeling,” per the brand.
Photo: Courtesy 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,” Gap President & CEO Gap Mark Breitbard said in a statement. “It’s a deeply personal category and a powerful way for us to connect generations as we continue to evolve the brand.”
DSM-Firmenich perfumers Honorine Blanc (who worked on the original 1994 scents) and Nicole Mancini led development of the new collection, working alongside the Gap Beauty team. Designed to layer and complement each other, each fragrance is an eau de parfum at 20% concentration using updated “clean, modern ingredients,” according to the press release.
“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,” Deb Redmond, head of beauty at Gap Inc., added. “Gap has always made quality feel within reach. This collection is that same commitment, applied to beauty.”
Backing the release is an ad campaign titled “Wear What You Feel,” fronted by actor Victoria Pedretti, and built around the “many moods, energies and expressions that shape how people show up in the world,” according to the press release.
Photo: Courtesy of Gap
The launch kicks off a rollout Gap Inc. first mapped out in September 2025, when it announced a move into beauty and accessories, pointing to the booming U.S. beauty market, projected by Euromonitor to top $100 billion that year, as a major growth opportunity. The company said it would start small, testing beauty products at Old Navy stores that fall before expanding brand by brand in 2026.
All five fragrances will be available as a 0.05-ounce discovery kit for $20, individual 10ml bottles for $20, and individual 50ml bottles for $52. They go on sale nationwide in Gap stores and online starting July 30.
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