LoveShackFancy

LoveShackFancy is a New York based fashion and lifestyle brand founded in 2013 by stylist and editor Rebecca Hessel Cohen, who initially developed the label around hand-dyed silk dresses inspired by her own bridesmaids gowns.[4][7] The company has since grown into a family-owned business with more than 20 boutiques and hundreds of retail partners, and in 2023 it formally expanded into beauty with the launch of LoveShackFancy Beauty and its first fragrance collection.[3][4][7]

The debut perfume line arrived in time for the brand's 10th anniversary and introduced three eau de parfums - Forever in Love, Moondance, and Bohème - developed with established perfumers and released as a Sephora-exclusive collection.[1][2][3] Forever in Love is framed as a fruity floral built around green pear, gardenia, jasmine, and cedarwood; Moondance focuses on warm floral tones like rose, orange flower, and woody notes; while Bohème emphasizes a more classic floral signature with blackcurrant, peony, rose, and white amber.[2][3] Subsequent launches, including new scents such as Endless Dreams and Sweetheart, continue this emphasis on floral, pastel-leaning compositions marketed alongside the brand's romantic clothing aesthetic.[5][6]

In fragrance, LoveShackFancy positions itself squarely in the modern designer segment, partnering with major retailers and pricing its eaux de parfum in line with contemporary prestige offerings.[1][3][6] The collection is targeted primarily at a younger, fashion-focused audience that already engages with the brand's ready-to-wear, and it uses perfume as an extension of a recognizable visual and stylistic universe built on florals, bows, and nostalgic details.[1][2][4][7]