Express Revives Beloved Y2K Scents Love & Loyalty in Major Relaunch
Fashion retailer Express has re-entered the fragrance market with the highly anticipated relaunch of its iconic early-2000s perfumes: Love for women and Loyalty for men. The collection also includes three new signature fragrances and four gourmand-inspired body mists.
The comeback is driven by customer demand. For years, fans have asked for the original scents to return in Reddit threads and across social media. “Our customers never stopped asking for Love and Loyalty,” said Joe Berean, Chief Marketing Officer of Express. The brand drew on customer feedback, social posts, and online communities to shape the relaunch.
Joining the returning classics are three new fragrances:
- Legacy: smoked woods and warm tonka
- Lust
- Luminary
The collection also features four Velvet body mists:
- Velvet Latte
- Velvet Coconut
- Velvet Chantilly
- Velvet Marshmallow
Prices range from $16 for body mists to $49 for 2.5-ounce fine-fragrance bottles. The launch marks Express’s first introduction of new fragrances since 2016.
The collection is supported by a creator-led campaign called “Finish With Fragrance,” featuring influencers pairing each scent with a fashion look that matches its mood. It is available now at Express.com and in select stores across more than 375 U.S. locations.
Source: WWD – Express Relaunches Fragrance With Love, Loyalty and New Scents (Nov. 12, 2026)