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Tommy Hilfiger has launched Freedom Eau de Parfum, the brand’s first new core women’s fragrance in roughly a decade, arriving in September 2026 with Grammy-nominated singer Camila Cabello fronting the global campaign. The launch is the first major women’s fragrance move under Give Back Beauty, the Swiss company that has held Tommy Hilfiger’s fragrance licence since 2022.
Freedom is built around lychee, magnolia blossom, and vanilla, and it is priced between $29 and $99 across four bottle sizes.
Give Back Beauty, founded in 2019 as a fragrance and beauty incubator and licensor, took over the Tommy Hilfiger fragrance licence in 2022, ending a run under Estée Lauder that had lasted since 1995, when Hilfiger became the company’s first designer licence. Tommy and Tommy Girl became two of the label’s best-selling fragrances during that stretch, and the Tommy Hilfiger portfolio has posted double-digit growth every year since the move to GBB.
GBB’s other licences include Zegna, Elie Saab, Trussardi, and Laura Biagiotti, the latter two added through its recent acquisition of Angelini Industries’ beauty division. The company’s overall sales have grown tenfold in five years and are projected to reach roughly 450 million euros in 2026.
Patrizio Stella, chief executive of Give Back Beauty, described Hilfiger as someone who is “as the Germans say, always in the zeitgeist.” Stella said the plan is to build Freedom on the existing equity of Tommy and Tommy Girl, aimed at buyers who missed the brand’s original run in the nineties.
Camila Cabello fronts the campaign, shot by photographer and director Gordon von Steiner. Tommy Girl built its identity in 1996 on American optimism. Hilfiger has described the brand’s fragrance customer as sitting between Gen Z and Millennial buyers, while noting the business still reaches Baby Boomers, a spread the Cabello casting is built to hold together. This is part of a broader continuity for the brand, with an ambition to keep Tommy Hilfiger scents clean and fresh. He has also indicated that more fragrance and beauty products are in development, although the company says it is still assessing the market before deciding what comes next.
Freedom was developed by Honorine Blanc and Alexandra Monet, perfumers at dsm-firmenich, the ingredients house behind fragrance formulas for a wide range of prestige brands. Lychee sits on top, magnolia blossom carries the heart, and “vanilla blue” makes the base. Hilfiger has said the goal was a scent that reads bright and feminine on first impression but holds warmth and depth underneath. The bottle carries the brand’s red, white, and blue stripe design, finished in gold.
Freedom is available in four sizes: 10 ml for $29, 30 ml for $69, 50 ml for $79, and the largest, 100 ml for $99. The fragrance is debuting in the US through Amazon and Tommy Hilfiger’s own site. Department stores, including Macy’s and Dillard’s, the retailers that have historically carried the brand’s fragrance launches, are not part of the initial rollout. Freedom will also reach Tommy Hilfiger’s own boutiques, a network of more than 2,000 stores worldwide. Boots is listed as a launch retailer in the UK for Freedom, alongside a wider global footprint at David Jones (Australia), Liverpool (Mexico), and multiple European chains (Douglas, Müller, Druni, Primor, Naima, etc.).
The Tommy Girl franchise has spent three decades working variations on one structure. The original 1996 Tommy Girl opens on black currant, mandarin orange, and apple tree blossom; moves through a dense middle of honeysuckle, lily, violet, mint, grapefruit, lemon, and rose; and settles into a base of magnolia, leather, sandalwood, jasmine, and cedar.
Tommy Girl Now opens on bergamot and mandarin, moves into a heart of magnolia, spearmint, and mahonia, and settles into a cashmeran musk base. Tommy Girl Forever opens on blackberry, pear, and bergamot, moves into a heart of peony, jasmine, and iris, and settles into sandalwood, cedarwood, and amber. Tommy Girl New York opens on bergamot, moves into a rose heart, and finishes on patchouli.
Freedom departs from all of that. Its opening is lychee instead of citrus, and its base sits on vanilla instead of wood or musk. The Freedom name itself has history at the brand. A women’s Freedom launched in 1999, with a men’s version, Freedom for Him, created by perfumer Harry Fremont on cucumber, tangerine, and grapefruit. The women’s formula features melon, ginger, jasmine, and lily-of-the-valley. Tommy Hilfiger reused the name again in 2012 for a separate men’s fragrance, a woody aromatic scent. Both older Freedoms have since been discontinued. The 2026 version runs on a different licence and an unrelated formula.
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