- LoveShackFancy's newest fragrance Secret Crush launches on September 18.
- It's a vanilla-based perfume with additional notes of champagne, sandalwood, ambrox, and white musk.
- The 2.5 fl oz. bottle retails for $125.
LoveShackFancy is beloved for its feminine clothing that can instantly be identified by coquettish floral patterns and delicate lace. But did you know that the fashion brand also makes some incredible fragrances? So much so, that their body mist won a 2025 Cosmo Holy Grail Award. And now, the brand is releasing its newest addition to its scent lineup: Secret Crush, a vanilla-based gourmand perfume.
The new fragrance officially launches on September 18, but I got my hands on the bottle a few weeks early so I could secretly spritz it, live in it for a bit, and then share my full, honest take. I also chatted with LoveShackFancy's founder Rebecca Cohen about her inspiration behind the scent. "I’ve always loved vanilla, but not in the usual yummy, cozy way," she tells me. "I wanted to make a vanilla that felt airy, luminous, and modern."
As a beauty editor, I test out dozens of fragrances a year, so this had a lot to live up to. Keep reading for my full review of LoveShackFancy's Secret Crush Eau de Parfum.
About LoveShackFancy Secret Crush:
- Fragrance family: Warm and spicy
- Key notes: Vanilla, champagne, chantilly, sandalwood, coconut milk, white musk, ambrox
- Price: $125
What does LoveShackFancy Secret Crush smell like?
Secret Crush is a gourmand vanilla fragrance that goes on super warm and settles into a rich and spicy scent throughout the day. When I first sprayed it at the Cosmo office, I immediately caught a hit of vanilla. Not in a sugary dessert way, but in a rich, creamy way, thanks to chantilly (which was fragrance-obsessed beauty editor Beth Gillette’s favorite note when we sniffed it together). The fragrance also contains ambrox—an ingredient found in cult favorite perfumes like Baccarat Rouge 540 and Glossier You—that gives it that addictive, second-skin effect. And notes of coconut milk, sandalwood, and white musk give it that smooth, woody-musky depth. So yes, it's a vanilla perfume, but it's also more complex and unique than a typical gourmand scent.
Is LoveShackFancy Secret Crush long-lasting?
The first day I tried this, I unboxed it at my desk in the Cosmo office (because I obviously couldn't wait til I got home), then sprayed it on my clothes and wrists near my computer. The next morning, when I opened my laptop, I got a full fresh whiff of warm vanilla that got trapped inside. The scent had literally lingered on my computer screen...I’ve never seen a perfume last on an object like that. Now, as for my skin and clothes, a few spritzes in the morning easily lasted through the entire workday without needing a refresh. If you’re heading out for the night, though, a quick spritz or two before you leave will give it some more strength.
My LoveShackFancy Secret crush Review:
I'll be honest, vanilla isn't my personal favorite scent. I tend to go for fruity and fresh perfumes. But as a fan of LoveShackFancy's other scents (and a certified bow-lover, so I was drawn to the bottle), I was willing to try it out. The fragrance name has vanilla in it, so I knew the note would be a main character. But to my surprise, it wasn't the overly-sweet or cloying vanilla that I find overpowering. It's more elevated and unique thanks to its supporting notes. Chantilly adds a creamy richness, while sandalwood, ambrox, and musk help balance out the sweetness.
Cohen describes the fragrance as “vanilla, but cooler,” which pretty much sums it up. Since vanilla is the most prominent note, it’s incredibly layerable. I sprayed it with a citrus perfume I was testing, and it worked nicely to create a bright gourmand combination.
Now, $125 for a full-size bottle is a bit more expensive than some popular fragrances on the market (like Dedcool and Glossier) and is priced more like a luxury fragrance. The packaging is adorable and totally aligned with the brand's bow-adorned aesthetic. "We picked this coquette bow pattern from over 2,000 designs in the LoveShackFancy print and lace library," explains Cohen. "It’s romantic, but still playful."
Final verdict
If you're looking for a candy-sweet vanilla gourmand, this isn't it. But that's what I liked about it. Secret Crush is warm and rich without ever feeling overpowering. Throughout the day, I caught subtle whiffs of creaminess rather than in-your-face vanilla. I think it’s a perfect scent for the colder months, when you want something warm and comforting. It’s a playful introduction to luxury perfume, and perfect for anyone who loves an indulgent, gourmand scent. Luckily, it also comes in a travel size if you're looking to try it out without committing to the full bottle.
Why trust Cosmopolitan?
Jasmine Hyman is the assistant beauty editor at Cosmo, where she tests the newest perfumes before they hit shelves. She reviews everything from cult favorites to new launches to let you know what’s worth buying. For this story, she got exclusive early access to Secret Crush, testing and spritzing it ahead of the official launch.
Jasmine Hyman is the Assistant Beauty Editor at Cosmopolitan, where she writes about the latest beauty trends and must-have products. Her most prized beauty possessions are a meticulous skincare routine and salon blowouts. You’ll also likely find her in bed reading a good book or endlessly scrolling TikTok (spoiler: it’s usually the latter) while listening to Harry Styles’ entire discography on repeat. Follow her on Insta to be inundated with pictures of her meals.
