The unmistakable scent of 1990s nostalgia has officially returned to British high streets as The Body Shop's iconic Dewberry fragrance makes its long-awaited comeback. This cult classic perfume oil, which became synonymous with millennial adolescence, has been revived following a fervent social media campaign demanding its return.
A Scented Time Capsule Reopened
At the peak of The Body Shop's popularity during the 1990s, it was virtually impossible to leave one of their aromatic stores without carrying several of their signature products. Shoppers would routinely depart with armfuls of body butters, bath bombs, and refill bottles of the beloved Dewberry fragrance. The distinctive scent combination of dewberry, green leaves, and eucalyptus became embedded in an entire generation's memory before its discontinuation in 2002.
Responding to overwhelming public demand, The British beauty brand has now reintroduced what they describe as a 'retro classic' through a comprehensive product range. The relaunch includes creams, shower gel, fragrance mist, and the flagship perfume oil that started the phenomenon. The company promises that a single dab of the oil delivers 'a playful throwback' with the same 'sweet, juicy tones' that defined the original formulation.
Mixed Reactions and Divided Opinions
Initial responses to the relaunch have revealed a divided landscape of opinion among former devotees. Online reviews present a spectrum of perspectives, with some enthusiasts declaring the new formulation 'still smells the same as it did back in the day' while others express disappointment, suggesting the updated version is 'not a patch on the original.'
This revival has nevertheless sparked a significant wave of sentimentality across social media platforms. The Body Shop's decision has prompted widespread calls for other perfume manufacturers to resurrect discontinued fragrances from the late 1990s and early 2000s, creating a broader conversation about scent nostalgia.
The Fragrance Revival Wishlist
The Body Shop's Fuzzy Peach
Following confirmation from The Body Shop executives that fan requests are being seriously considered, attention has turned to another discontinued favourite: Fuzzy Peach perfume oil. Enthusiasts have revealed they've been 'chasing a replica' of this fruity fragrance for years, with rare original 15ml bottles commanding prices approaching £150 on resale platforms like eBay.
Social media discussions reveal similar demands for Ananya, another popular fruity Body Shop scent that disappeared around the turn of the century. Reddit users have expressed hopes that Fuzzy Peach might follow Dewberry's return, with one commenting: 'I am thrilled and hope they release fuzzy peach next but I'll take any of the oils!'
Chloe's Love Perfume
Beyond The Body Shop's catalogue, fragrance enthusiasts who grew up in the 1990s are actively searching secondhand markets for bottles of Love by Chloe. This powdery eau de parfum, launched in 2010 by the French fashion house, features notes of pink pepper, African orange flower, iris, lilac, hyacinth, rice, and musk. Its discontinuation has prompted dedicated searches for suitable alternatives across social media platforms.
L'Occitane's Honey Gentle Water
Another fragrance generating nostalgic discussion is L'Occitane's gentle eau de miel (honey water) perfume, which many recall using throughout their school years. Finding an adequate replacement has proven challenging, with one enthusiast noting: 'They literally don't sell anything honey scented anymore and its criminal.' The distinctive blue packaging resembling vintage ice cream cups remains memorable, and surviving bottles now sell for approximately £150 on secondary markets.
Gucci's Polarising Rush
Gucci's distinctive Rush fragrance maintains a loyal following despite its polarising nature. Described by TikTok creator Emma Vernon as a 'peach, musk, patchouli, coriander, white floral bomb' often compared to 'Barbie candy,' this scent became many people's introduction to luxury fragrances during the 1990s. The bold red bottle design contributed to its iconic status, with former users lamenting its discontinuation across social media.
Coty's Ex'cla-ma'tion
The quirky exclamation-shaped bottle of Coty's Ex'cla-ma'tion perfume evokes strong childhood memories for many. Created by perfumer Sophia Grojsman and launched in 1988, this fragrance with notes of peach, apricot, and bergamot became a popular gift item. One Reddit user reflected: 'Every middle school girl wore it and now I'm nostalgic!'
Beyonce's Controversial Heat
Even fifteen years after its launch, Beyonce's debut perfume Heat maintains significant popularity among fragrance enthusiasts. The vanilla-based scent generated controversy when its daytime television advertisement was banned by the UK Advertising Standards Authority for being 'sexually provocative.' This notoriety contributed to its cult status, with remaining stock now selling at premium prices on platforms like eBay.
Revlon's Charlie Red
For those born in the 1990s, Revlon's Charlie Red fragrance remains instantly recognisable. Launched in 1993 and discontinued in North America in 2011 (though still available in select European countries), this floral scent created enduring memories of being a 'Charlie Girl' across multiple generations.
The Dewberry Verdict: Divided Responses
Since its relaunch last month, the new Dewberry formulation has generated passionate debate among original enthusiasts. Critical voices on platforms like Reddit and X/Twitter have expressed 'utter disappointment,' with some comparing the perfume oil to 'cheap soap.' One detailed critique noted: 'It smells nothing like the OG Dewberry and, oddly, all their products in the Dewberry line smell slightly different from one another. The perfume oil smells like cheap soap.'
Another user described it as a 'dollar store knockoff of the OG Dewberry,' lamenting that the new version 'faded into a rose petal scent' without the longevity of the original. They concluded: 'If you want to revisit the sensory pulse that OG Dewberry provides, you'll have to keep looking, because this new release ain't it!'
However, more positive responses acknowledge that while the formulation differs, it remains 'lovely all the same' and successfully 'brings back memories' for many users. This division highlights the challenges brands face when attempting to resurrect beloved products from previous decades, balancing modern formulations with authentic nostalgic experiences.
The broader phenomenon of fragrance revival demonstrates how scents become powerful emotional time capsules, capable of transporting users back to specific moments in their personal histories. As The Body Shop's Dewberry experiment shows, successfully navigating this delicate balance between past and present represents both commercial opportunity and significant challenge for beauty brands.
