Gap relaunches fragrance collection with debut of Gap Beauty

Gap Inc. is making its return to the beauty category with the launch of Gap Beauty, reintroducing its iconic fragrance collection.

Launching in stores and online on July 30, the collection reimagines Gap’s signature fragrances—Dream, Grass, Heaven and Om—as eau de parfums, while introducing a new scent, Harmony. 

“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.” 

Each fragrance has been reformulated as a long-lasting eau de parfum with a 20 percent fragrance concentration. 

Dream remains closest to the original composition with notes of bergamot, jasmine and cedarwood, while Grass features green mandarin, matcha and cedar. Heaven combines pear, Madagascar vanilla and patchouli around an amber accord, and Om blends ginger, sandalwood and cedar. Harmony joins the lineup as a new floral-fruity scent featuring apricot nectar, gardenia and amber.

Gap said the collection was developed to reflect evolving consumer fragrance habits, with shoppers increasingly building fragrance wardrobes and layering multiple scents depending on mood or occasion.

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

The collection launches with a campaign titled “Wear What You Feel,” starring actor Victoria Pedretti, positioning fragrance as an extension of personal style and self-expression.

It will be available in three formats: a five-piece discovery kit priced at $20, a 10 ml bottle for $20 and a 50 ml bottle retailing for $52.