If the return of chunky chokers, wide leg pants, and even some of our favourite cheesy TV shows has taught us anything, it’s that the ’90s are back. Well, back again that is.
It seems like Herbal Essences got the nostalgic memo, as the beauty brand that launched 45 years ago is making a comeback with its Bio:Renew line. The line doesn’t include that happy-ending promising shampoo we all may remember from those unforgettable commercials, but it does include a technology that protects your hair from the inside out while removing the free radicals that cause damage to our hair daily. And we’d probably take that over a supposed climax inducing shampoo any day — maybe.
But Herbal Essences isn’t the only of our beloved ’90s brands to make a serious comeback. From Hard Candy to Juicy to Calvin Klein, these brands have revamped their products (and image) to maintain what we love most about them, while staying on top of trends both new and important. And our nostalgia for everything ’90s probably helps, too. Let’s have a look at our fave brands, then and now.
Your favourite orgasmic ’90s shampoo is back
URBAN DECAYYes, this Sephora brand really has been around since the ‘90s but because it's ever evolving, you’d never even know. The once goth chic brand has been carefully applied across the eyelids of so many.
With Orange is the New Black’s beauty badass, Ruby Rose as their current spokesperson, this brand definitely knows what's in.Urban Decay
HARD CANDYAfter making a comeback in 2009 as a drugstore brand (from a department store brand), Hard Candy came back at us with the coolest nail polishes in town. Sometimes all you need to do is bring back something a generation already loved — and stock it at Walmart. The best kind of nostalgia? When it doesn't break the bank.Hard Candy
JUICYOkay, so Juicy was definitely an early ‘00s favourite, but since the brand was founded in ’97, we’re going count it. Juicy's best advertising came in the form of all our favourite pop stars sporting their now classic velour track suit.
Everyone from JLo to Paris Hilton sported that big Juicy label on their derrieres. Now, the brand is back, thanks to the updated version of their hoodie-sweat pant duo they released in 2016 , in honour of their 21 year anniversary.Britney Spears, Getty Images/Juicy Couture
PANTENEPantene has been a haircare staple since forever, but it was only recently that the brand resurfaced in a big way — by hiring Selena Gomez to be their spokesperson. Finally deciding they were sick of that same old thing, they named Instagram queen Selena Gomez the brand's ambassador to connect with a younger demographic. Pantene
THE GAPThe Gap's newest line, the ‘90s Archive Re-Issue Collection, is actually one of its oldest. The capsule collection features 37 pieces for both men and women that they've brought back from yes, the ‘90s. The best part? The classic threads are being modelled by the children of the icons that were repping the brand back then — Rumer Willis, daughter of Demi Moore and Evan Ross, son of Diana. There are exceptions, like, yknow, Naomi Campbell, who starred in the campaign then, and looks just as great in it today.The Gap
TOMMY HILFIGERThe iconic blue, white and red Tommy Hilfiger logo has always been a staple in the industry, but it's the Tommy x Gigi collaboration that's helped the brand make more recent waves in the fashion world. With the help of social media model extraordinaire Gigi Hadid, the ‘90s brand is coming back in full force. Tommy Hilfiger
GUESSWhat better a way for a long time retailer to get a new generation's attention than to enlist the help of a trendy model with a legion of online followers? With Hailey Baldwin as its face, Guess is certainly updating itself in a relevant way. Guess
ADIDASWith athleisure and the “model off duty" looks packing #OOTD tags, it's no wonder this long standing shoe brand is boasting the must-have shoe yet again — by doing the same thing it always has. Adidas keeps producing and enhancing their timeless staples like the Superstar, and it works. Of course, its hashtag friendly slogans like #HereToCreate and recognizable faces like Karlie Kloss to help spread the word.Adidas
FILADid we mention athleisure is a thing? Sweatshirts — especially ones that boast sports logos — are being worn as dresses (yep), with leather leggings and sneakers (the “I-don’t-look-like-I'm-trying-but-I-tried-really-hard” look). Fila
Estée LauderEstee Lauder enlisted the help of Kendall Jenner, the new face of the brand, to create a whole new line. With the Estée Edit collection (and 74 million Instagram followers behind its creator), this brand is sweeping the Internet, and taking with it, a legion of younger clientele.Estée Lauder
COVERGIRLCovergirl is one of those brands that manages to always have an ambassador that’s easy, breezy, beautiful…and culturally relevant. With her social awareness and inclination to use her influence to speak up when it matters most, Zendaya makes the perfect millennial Covergirl.Covergirl
CALVIN KLEINCalvins were ours since way back, but now armed with a catchy hashtag friendly slogan (#myCalvins, in case you needed reminding) and shareable social media selfies from Instagram's A listers, the brand has taken over the online world in a big way. With millennial supermodel Bella Hadid now repping the brand in her Calvins, Calvin Klein's empire is a nostalgic one — using the internet's newest tools to stay #trendy.Calvin Klein