Could Gap's iconic '90s fragrance line be making a comeback?

Whispers are growing louder in beauty circles that Gap may be re-releasing its beloved 1990s perfume range, featuring cult classics like Heaven, Dream, Grass and Om. 

Gap launched a beauty line in the 1990s that became something of a cult favourite and was a key part of the brand’s broader lifestyle allure during its peak.

Fashion and beauty editor and insider Lauren Sherman of Puck wrote in her newsletter this week: "Here's one for the Millenials who were obsessed with Gap fragrances (Dream! Heaven! Grass! Om!) in the 1990s. According to a source with direct knowledge of the situation, Gap plans on launching a beauty line"

Though it is not yet clear what products the beauty line will consist of, many on social media are hoping for a fragrance comeback. One fan took to Instagram, writing: "This would soothe my broken Millennial heart." Another wrote: "Grass was my favourite. Bring it back!"

The '90s line was minimalist, gender-neutral and arguably ahead of its time in aesthetic. The branding leaned heavily into clean, utilitarian design. Think clear bottles and sans-serif fonts.

Back in those days, the range included body mists, lotions, shower gels and perfumes. Like the packaging, fragrances were understated. The scents included Heaven (soft, powdery), Dream (vanilla-lavender), Grass (green and fresh), Om (musky/incense-based). Earth, Day, So Pink and Blue No. 655 were also later additions.

For many millennials, Gap fragrances were their first foray into fragrance ownership – affordable, easy to find and school-appropriate.

Gap has tried reviving the line multiple times. In 2007, it reintroduced the line through a licensing deal with Inter Parfums. A decade later, in 2017, it relaunched some of the original fragrances. In 2021, there were reports of Gap bringing back its fragrances, including Heaven, to outlet stores. The retailer currently sells a select few of the OG fragrances, in new packaging, on Amazon US.

Rumours of Gap launching a beauty line come amid its business transformation. As part of this, the US-based retailer appointed American fashion designer, renowned for his extravagant red carpet looks, Zac Posen, as its Executive Vice President and Creative Director back in February 2024. First up on the designer's hit list was to launch GapStudio - a new segment that represents "the highest expression of the iconic American brand in terms of style, craftsmanship and quality".

Gap told TheIndustry.beauty it had no plans to launch in the UK "for now", but watch this space.