Gap Beauty Brings Back the Scents That Defined the ’90s Mall Era — Here’s Where to Shop Them

If you purchase an independently reviewed product or service through a link on our website, WWD may receive an affiliate commission. For anyone who spent their weekends browsing the mall in the ’90s, Gap Beauty’s fragrance collection may bring back a familiar memory: testing out scents at the beauty counter until you found your favorite. Today, the brand is revisiting that era with the return of its iconic fragrance lineup. Originally launched in 1994, the collection’s recognizable scents — including Dream, Grass, Heaven, and Om — became part of the Gap identity before being discontinued in the early 2000s. With recent collaborations and celebrity partnerships, including its viral Hailey Bieber denim drop, Gap has found renewed relevance among consumers. Some fashion and beauty watchers even believe the launch helped position the company for a beauty expansion by aligning it with Bieber’s growing influence in the category, thanks to her skin care line Rhode. Gap Beauty has also tapped actress Victoria Pedretti to front its new “Wear What You Feel” campaign, underscoring a fresh approach to perfume while introducing the products to a new generation of shoppers. View this post on Instagram

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