Gap Beauty Reimagines Fragrances

Gap Inc. announced the first launch from Gap Beauty: a reimagination of its iconic fragrance collection. 

More than three decades after the original launch, Gap is reenvisioning their fragrances for a new generation. Now they are elevated as eau de parfums and transformed for consumers who layer, curate, and express their individuality through scent.

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. 

The scents ‘Dream,’ ‘Grass,’ ‘Heaven,’ and ‘Om’ became everyday favorites, creating lasting memories for a generation. 

Mark Breitbard, CEO and President of Gap, commented:

“Gap has always created products that become part of how people express who they are, and fragrance is a natural extension of that. 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.”

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. 

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.

Deb Redmond, Head of Beauty at Gap Inc., added:

“Gap has a real opportunity in beauty, and fragrance is where that story starts. 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.”

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, a 10ml size, and a 50ml size.

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