Things are looking sunny for LoveShackFancy’s beauty business — specifically with its new fragrance.
The brand is introducing its fifth eau de parfum, a solar scent nosed by Gabriela Chelariu of Dsm-Firmenich, which will debut on Sephora’s app on March 20 before entering the retailer’s doors and website, as well as the brand’s own stores from March 21.
Prices range from $32 for a travel size to $125 for a full size.
The journey to the finished product was a personal one, with both the name and its inspirations coming from founder and creative director Rebecca Hessel Cohen’s travels.
“I actually named it in St. Barth a year ago,” said Hessel Cohen of the scent. “It’s the ultimate beach-girl, vacation, golden mermaid vibe. You smell it, you close your eyes and you’re, just like that, at the beach.”
The scent features top notes of salt water and bergamot; heart notes of ylang ylang, jasmine, tuberose and gardenia, and base notes of frangipani, coconut, driftwood, ambrox and sandalwood.
“What we wanted to capture here was the idea of being in a tropical environment on a beach in a very warm, solar place,” said Chelariu in a statement. “What I love to experience when I travel is the scent in the evenings. Fragrance is richer at night, and you have this nectar-y smell in the air. I wanted to capture that effect in the fragrance.”
It’s olfactively similar to one of the brand’s body mists, called Velvet Sun, which debuted as a trio in 2024. The brand has diversified its entry points in beauty beyond just fine fragrance to entail the mists, and more recently, a collaboration with Wet Brush and Goody.
The strategy appears to be working, as the beauty business is slated to hit $30 million in retail sales in the next year, according to industry sources.
Fragrance is also the hottest category in U.S. prestige beauty, having surpassed skin care as the market’s second-largest category in 2024 after clocking double-digit gains.
“We have a lot more that’s in the works,” Hessel Cohen said. “It’s all different scents for different moods and personalities. In addition, we’re also playing around with different treatments we can do on the bottle, and you can tell these stories and transport people in so many ways. It’s not like fashion, where you work on a season and then it’s just done.”
As with the other fine fragrances, the bottle’s design hails from LoveShackFancy’s library of more than 2,000 prints.
As reported, the LoveShackFancy customer is multigenerational across verticals, which include everything from a Stanley Cup collaboration to one with Pottery Barn on bedding and home. “These are strong touchpoints that have spoken to a big demographic of customers,” Hessel Cohen said.
She’s not slowing down on product development any time soon. “I’ve been alternating between this scent and another one I’m obsessed with that’s coming soon,” she said. “We’re going to start experimenting with gourmands and different types of perfumes. We want all different scents for all different moods and personalities, and we’re leaning in.”
