Fragrance house

Love's

Love’s began as Love Cosmetics, introduced in 1969 by Menley & James Laboratories, then a subsidiary of Smith, Kline & French Laboratories. Its early identity combined youth-oriented cosmetics with bold advertising and packaging developed with Wells, Rich, Greene, aimed at young women and style-conscious consumers. Introduced in 1974, Love’s Baby Soft extended the line into a soft, baby-associated fragrance identity. Its floral, powdery profile with sheer musk made it a fragrance icon of the 1970s. In May 1980, Menley & James agreed to sell the Love Cosmetics business to Chattem. During the 1990s, Dana acquired the license for Love’s Baby Soft, bringing the fragrance into its portfolio of legacy brands. After IMG Holdings, Dana Classic Fragrances’ parent, filed for Chapter 11 in August 2025 and sought a sale of substantially all assets, Dana Heritage became the winning bidder. The court approved the agreement on October 28, 2025, and the sale closed on October 31, making Dana Heritage the brand’s current owner.