To celebrate its 10th anniversary and herarld its entry into the beauty business, LoveShackFancy is entering the fragrance category. Its new scent will debut this month online and in Sephora. According to Founder Rebecca Hessel Cohen, customers have been asking for a fine fragrance for years. 

Now, she's happy to oblige. Cohen hired former Estée Lauder Cos. and Unilever Prestige exec Stephanie Supko to get a LoveShackFancy beauty division going. Supko serves as general manager. The move underscores Cohen's desire to stay true to the brand and avoid a licensing deal that could turn into a headache down the road.

LoveShackFancy operates 17 stores and is a favorite of GenZ and Millennial shoppers. In fact, Hessel Cohen is a social media star. The hashtag, #LoveShackFancy has more than 420 million views on TikTok and the brand has nearly 1 million Instagram followers.