LoveShackFancy Sweetheart Perfume Is the Fruity-Floral Scent of Spring 2026

LoveShackFancy was born in 2013 when founder Rebecca Hessel Cohen designed and hand-dyed bridesmaids dresses for her wedding. What started as one romantically charged garment has since grown into a full lifestyle universe, and its fragrance line has followed the same logic: every bottle is an extension of Cohen's bow-adorned, blush-toned world. The NYC-based fashion and lifestyle brand has now launched Sweetheart, a new fruity floral fragrance for women, and it's the most unapologetically pink thing to arrive at Sephora this spring.

The new LoveShackFancy Sweetheart Eau de Parfum is a fruity-floral scent made for the "ultimate girl's girl who can never have enough glitter, pink, or fun." The positioning is deliberate: the perfume celebrates positivity and can help give you that confidence boost that'll make you shine.

The construction is more thoughtful than the cheerful packaging implies. The opening is brisk and tart: it opens with a fresh burst of tart pink raspberry, lush pink currant, and tropical lychee, with rhubarb and lemonade rounding out the top. The heart softens considerably, moving through peony, cherry blossom, and lily-of-the-valley alongside red currant. The scent lands on skin thanks to a long-lasting fluffy peach, anchored by musk, amberwood, and cashmeran at the base. The overall effect, as Fragrantica describes it, is one of "pink-hued fruits and soft musky woods" — an olfactory match for the bottle's own visual language.

That bottle deserves its own moment. The LoveShackFancy perfume bottle references founder Rebecca Hessel Cohen's lifelong love of ribbons: a sculptural glitter bow top appears tied by hand, and the pearlescent bottle is decorated with the signature Baby Bow print. Once finished, the spray top is removable so the bottle can be upcycled as a bud vase. It's an unusual detail that transforms the object from a gift into something a recipient might actually keep on a shelf long after the perfume is gone.

Early shopper reviews are strong. One reviewer wrote, "This perfume bottle is soo pretty! I get so many compliments when I pull it out and the scent is so good. I love how girly the scent is. It just smells expensive." Another described it more specifically: "I can clearly notice the pink raspberry, pink currant accord, and soft peach musk, which create a light fruity scent. It's perfect for everyday wear or a cute daytime outing." A third put it simply: "It smells like a sunny spring day when you are having a brunch and feeling like the best version of yourself."

Sweetheart is available at Sephora in a 10 ml travel spray at $32 or the full 75 ml Eau de Parfum at $125. Those prices hold the line with the rest of the LoveShackFancy fragrance lineup, including Secret Crush and Forever in Love, both of which are also priced at $125 for the full size and $32 for the travel spray. For a gift that arrives looking like it cost considerably more than it did, the travel size is the smarter move; it slips into a birthday bag or a spring care package with ease, and the bow-topped bottle does all the visual heavy lifting on its own.

LoveShackFancy, the ultrafeminine brand founded by Rebecca Hessel Cohen in 2013, has been in expansion mode, and with the launch of Sweetheart, Hessel Cohen continues taking her rose-colored viewpoint deeper into fragrance. Fragrance is the hottest category in U.S. prestige beauty, having surpassed skin care as the market's second-largest category in 2024 after clocking double-digit gains — context that makes Sweetheart's arrival feel less like a seasonal accessory and more like a calculated move in a category that rewards exactly this kind of brand-legible, gifting-forward product.