After years of fan pleas online, the mall brand is relaunching fine fragrance. The cult 2000s scents return with their original formulas, joined by three new scents and four Velvet body mists.
Years of Reddit threads begging for one thing have finally worked: Express Love and Loyalty are coming back, and they’re coming back exactly as you remember them.
On Nov. 12, Express announced that it is relaunching its fine-fragrance category. The headline act is the return of Love and Loyalty, the cult 2000s scents that fans have been asking for online for years. The brand is bringing them back with the original formulas. If you’re picturing a reformulated cousin that smells vaguely like the thing you loved, that isn’t what’s happening.
What’s unchanged
That’s the whole point. Love and Loyalty are the two scents that built the nostalgia, and Express is leaving the formulas alone. For anyone who has spent years chasing a half-empty bottle from a drawer or a resale listing, that is the news.
What’s new
The relaunch isn’t only a reunion tour. Express is also adding three new scents to the fine-fragrance lineup, plus four Velvet body mists. So there are fresh bottles for people who never stood in a mall in 2004, and a lighter way to wear fragrance for those who like to layer.
Why the mall scent is back
The brand has been hearing the same request from fans for a long time, and it has now said yes. A fragrance that gets people posting about it for years has already done the hard part of marketing. Nostalgia does the rest: a scent can take you back to a specific time faster than a playlist can, and the 2000s are very much back in circulation right now.
For Express, the return of Love and Loyalty with their original formulas is a direct answer to its own fans. Reddit asked. The brand listened.