Heritage
A house, in its own words
Rebecca Hessel Cohen founded LoveShackFancy in New York City in 2013 after a career in fashion merchandising. The brand debuted with a collection of dresses that featured soft pastel prints and romantic details, quickly gaining a following among shoppers who appreciated its nostalgic charm. By 2020 the company expanded into home goods and beauty, positioning scent as the newest expression of its love‑centric ethos. The first fragrance, Eau de Parfum "Forever In Love," arrived in 2023 and was later nominated as a finalist for two categories at The Fragrance Foundation awards in 2026, marking the brand’s entry into the competitive fragrance arena. Subsequent releases—"Velvet Sun" and "Sugar Blush" in 2024, "Secret Crush" in 2025, and "Sweetheart" in 2026—showed a steady cadence of new scents, each tied to a seasonal narrative. Throughout its evolution, LoveShackFancy has maintained a retail presence in major department stores and an online shop that ships worldwide, reinforcing its status as a globally recognized lifestyle label. The company’s growth reflects a deliberate strategy: extend the visual language of its clothing into scent, while keeping the core message of love consistent across every product line. LoveShackFancy treats fragrance as a love letter, a way to capture fleeting emotions in a bottle. The brand’s creative team draws inspiration from vintage romance, garden parties, and handwritten notes, translating those scenes into olfactory stories. Rather than chasing trends, the label embraces a timeless aesthetic that feels both nostalgic and fresh. Each scent is built around a central emotion—joy, longing, playfulness—and is paired with a narrative that encourages wearers to associate the perfume with personal memories. Sustainability and inclusivity inform the brand’s decisions; ingredients are selected with an eye toward ethical sourcing, and the marketing language strives to be welcoming to all gender expressions. By grounding its work in genuine feeling rather than hype, LoveShackFancy aims to create perfumes that become part of daily rituals, not just occasional indulgences.