Express Brings Back Love and Loyalty With Relaunched Fragrance Collection

Beloved 2000s icons Love and Loyalty return by popular demand, joining three new signature scents and four gourmand body mists designed as the finishing touch to every look.

COLUMBUS, Ohio--(BUSINESS WIRE)--The wait is over. Express is relaunching its fine fragrance collection, bringing back beloved 2000s icons Love and Loyalty alongside three new signature scents and four gourmand body mists. Inspired by years of customer requests and social conversation, the community-driven relaunch brings a new dimension to the brand’s Dress to Express platform, offering customers another way to make every look their own.

First introduced in the summer of 2009, Express fragrances captured the spirit of self-expression through scents that felt distinctive and personal. After years of Reddit threads, personal pleas and viral social conversations, the brand is giving its community exactly what it asked for by bringing back familiar favorites and expanding its fragrance story.

“Our customers never stopped asking for Love and Loyalty, and we never stopped listening,” said Joe Berean, Chief Marketing Officer at Express. “This collection is for everyone who kept the conversation going, and we’re just as excited to introduce our signature scents to a new generation of style fans. Fragrance is the ultimate finishing touch, completing a look, making it personal and giving our customers another way to Dress to Express.”

Like the Express fashion assortment, the fragrance collection is designed around the many ways customers dress, from polished casual looks and cozy layers to elevated everyday style and special moments. Each scent has its own distinct personality, making fragrance the final, unseen layer that completes a look.

The collection comes to life through “Finish With Fragrance,” a creator-led campaign featuring Natalie Lim Suarez, Georgina Mazzeo, Cindy Prado, Hunter Vought and Ivan Wang. Each creator pairs one of the five fragrances with a look inspired by its unique mood, demonstrating the connection between scent and personal style.

Arriving ahead of the holiday season, the assortment also offers thoughtful gifts for anyone looking to discover a new scent or reconnect with an old favorite. The lineup includes:

The Women’s Fragrance Assortment:

• Love: The returning best-seller blends juicy fruit notes with cashmere woods.
• Live: Saffron and amber create warmth and richness.
• Luxe: Sea salt and tropical florals create a fresh, breezy scent.

The Men’s Fragrance Assortment:

• Loyalty: The returning men’s favorite is clean and energetic, with seawater and crisp lavender creating a fresh, aromatic scent.
• Legacy: Smoked woods and warm tonka create a rich, enveloping scent.

The collection also includes four body mists in gourmand scents: Velvet Latte, Velvet Coconut, Velvet Chantilly and Velvet Marshmallow. Perfect for stocking stuffers and fragrance layering, the mists add a playful and versatile option to everyday scent routines.

Express fine fragrances are available in 2.5 oz. sizes, with body mists offered in 100 mL sizes. Priced from $16 to $49, the collection is available now at Express.com and in select stores nationwide.

About Express

Express is a multichannel apparel brand dedicated to creating confidence and inspiring self-expression. Since 1980, the brand has delivered modern, confident and effortless style through versatile wardrobe essentials designed to help customers look and feel their best. Whether dressing for work, everyday or special occasions, Express empowers customers to express themselves with confidence wherever life takes them.

The Company operates more than 375 retail and outlet stores across the United States and Puerto Rico, as well as Express.com and the Express mobile app.