If you spent the early 2000s in the mall, there’s a good chance Express’s Love or Loyalty was part of the soundtrack—or at least the scent trail. Both were discontinued a good two decades ago, but fans never really moved on. Reddit threads inquired where to find old bottles, social posts asked the brand to bring them back and customers sent their requests (including a bit of scent-focused “snail mail”) straight to Express headquarters.
Today, November 12, Express is giving the diehards what they asked for. The brand is relaunching its fine fragrance category with Love and Loyalty, three new fragrances and four body mists.
“Our customers never stopped asking for Love and Loyalty,” says Joe Berean, chief marketing officer of Express. “Scent is deeply connected to memory, and the passion around these fragrances showed us how meaningful they remained in our customers’ lives. That lasting connection inspired us to bring them back while building a broader collection for customers to discover. It felt like the right moment to reconnect with longtime fans and introduce Express fragrance to a new generation.”
The biggest news for longtime fans is that these aren’t modern reinterpretations. “Love and Loyalty retain their original formulas,” Berean says. “We wanted customers to rediscover the scents they fell in love with, exactly as they remembered them.”
That means Love, the women’s best-seller, is back with its juicy fruit notes over cashmere woods. Loyalty, the men’s favorite, returns with seawater and crisp lavender, the same clean, fresh profile it had the first time around.
Alongside the classics, Express is adding three new scents for a customer who may never have smelled the originals. “We wanted to balance familiarity with discovery,” Berean explains. “Love and Loyalty anchor the collection, while the new scents offer distinct personalities for different tastes, moods and occasions. Live is bright and coastal, with sea salt and tropical florals. Luxe brings warmth and sophistication through saffron and amber, while Legacy combines smoked woods and warm tonka.”
Cindy Prado’s Live-inspired look for the “Finish With Fragrance” campaign.
The four Velvet body mists are priced at $16.
Four gourmand body mists round out the lineup: Velvet Latte, Velvet Coconut, Velvet Chantilly and Velvet Marshmallow. “The four Velvet body mists offer another way to experiment, whether worn on their own or layered,” Berean says.
The collection is priced from $16 to $49, and discovery sets are available for anyone who wants to sample before committing. “Accessibility was also important,” Berean says. “There are different ways to explore the collection, find a signature scent or choose a gift. Whether you’re returning for a favorite or discovering Express fragrance for the first time, we want you to find something that feels personal to you.”
The launch also extends Express’ Dress to Express platform beyond clothes, positioning fragrance as the final step in getting dressed. “Dress to Express is about the confidence to express your personal style,” Berean says. “Fragrance is a natural extension of that idea—the finishing touch that makes a look feel complete and uniquely yours. For our customer, that might mean a fresh scent with an everyday look, something warm with cozy layers or a richer fragrance for a night out. It’s another way to express how you feel and how you want to show up.”
The brand’s “Finish With Fragrance” campaign brings that idea to life. Creators Natalie Lim Suarez, Georgina Mazzeo, Cindy Prado, Hunter Vought and Ivan Wang each styled a look inspired by one of the scents.
Natalie Suarez styled her campaign look around Love’s juicy fruit and cashmere woods.
Georgina Mazzeo’s Luxe-inspired look, styled around the scent’s saffron and amber warmth.
The launch lands right before holiday gifting season, but Express says fragrance is here to stay. “We see fragrance as a long-term category for Express, with meaningful potential to grow,” Berean says. “The holidays are a natural moment to introduce the collection because fragrance is such a personal, thoughtful gift, but these are scents customers can make part of their everyday lives throughout the year. This launch is the beginning, with more to come in the spring. We’ll continue listening to our customers, learning which scents they love and how they’re wearing them. Their enthusiasm helped bring Love and Loyalty back, and their feedback will help shape what comes next.”