Bath & Body Works

Name

Bath & Body Works

Legal name

Bath & Body Works, Inc.

Website

https://bathandbodyworks.com

Company type

Public

Founded year

1990

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Specialty Retail — Personal Care & Home Fragrance

NAICS

Health and Personal Care Retailers (4561), Toilet Preparation Manufacturing (325620)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Body Wash, Shower Gel & Bath Gel (CRABAEAB)

akta.pro secondary industries

Body Sprays & Mists (CRABADAC), Men’s Bath & Body (Body Wash, Soap, Body Lotion) (CRABAGAH), Bath Additives (Bath Bombs, Salts, Oils, Soaks) (CRABAEAE), Personal Hygiene & Bath & Body Distribution (CRAOAEAH)

Keywords

• Body care products
• Home fragrance candles
• Specialty retail
• Personal care retail
• Fragrance mists

Headquarters

HQ city

Columbus

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Retail Product Sales: Bath & Body Works generates revenue primarily through direct retail sales of body care, home fragrance, and personal care products through company-owned stores, e-commerce, and third-party marketplace partnerships (Amazon, Ulta Beauty). Full-year 2026 guidance projects net sales decline of 4.5% to 2.5% year over year.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Bath & Body Works is a specialty retailer that designs, develops, and sells body care, home fragrance, and personal care products under proprietary fragrance franchises such as Japanese Cherry Blossom and Fruit Fusion. The company sells directly to consumers through company-owned mall and off-mall retail stores, the bathandbodyworks.com e-commerce site, an Amazon storefront, and a wholesale partnership with Ulta Beauty, with international presence across 45 countries via franchise partners.

Product overview

Bath & Body Works is a specialty retailer offering body care, home fragrance, and personal care products. The product portfolio centers on fragrance mists, body creams, hand soaps, and 3-wick candles under signature collections like Japanese Cherry Blossom (generating over $1.5 billion in lifetime sales since 2006). The company operates as a single brand with multiple product franchises and limited-edition collaborations, including Star Wars: The Mandalorian and Grogu, Vera Bradley Mother's Day, and the new Fruit Fusion collection with Hilary Duff. Recent strategic initiatives include expansion into hair care and seasonal collections like Rooted and Everyday Luxuries mini dupe fragrances. Distribution channels include owned retail stores, e-commerce (bathandbodyworks.com), Amazon storefront, and Ulta Beauty partnership.

Differentiator

Problem solved

Functional benefit

Brands

• Fruit Fusion: A new body care franchise featuring four fruit-forward fragrances launched in July 2026 with Hilary Duff as brand ambassador and creative partner.
• Beauty Park
• Japanese Cherry Blossom
• White Barn
• Star Wars Collection

Products and services

• Japanese Cherry Blossom Fragrance Bath & Body Works' signature fragrance launched in 2006, available in body care, home fragrance, and personal care formats across more than 50 countries.
• Fruit Fusion Collection Body care franchise launched in July 2026 with four fruit-forward fragrances across body care, fragrance, and lip products, with Hilary Duff as brand ambassador.
• Star Wars: The Mandalorian and Grogu Collection Limited-edition Disney/LucasFilm collaboration featuring three original fragrances (Force Flow, Bounty Hunter, Ice Planet), body care, home fragrance, candles, and collectible accessories across 26 products.
• Vera Bradley Collaboration Collection Limited-edition Mother's Day collaboration with Vera Bradley featuring fragrances paired with Vera Bradley's signature color and pattern aesthetic across body care, home fragrance, home décor, and accessories.
• Everyday Luxuries Mini Dupe Fragrances Online-exclusive line of mini dupe scents priced around $7.50 that replicate high-end designer fragrance profiles at accessible price points.
• Rooted Collection Spring 2026 fragrance collection featuring Homemade Sourdough candle inspired by Taylor Swift, Spring Apple, and Morning Matcha scents.
• Forever Cherry Blossom Fragrance Companion fragrance to Japanese Cherry Blossom featuring cherry blossom, Asian pear, fresh mimosa petals, white jasmine, and blushing sandalwood.
• 3-Wick Candles Bath & Body Works' signature large candle format, available in various fragrances including Champagne Toast, A Thousand Wishes, Mahogany Teakwood, and White Barn collections; one of the brand's top-selling product categories.
• Fine Fragrance Mists
• Hand Soaps
• Body Creams
• Wallflowers Plug-in Air Fresheners
• Hair Care
• Viva Collection (Brazil) Specially developed fragrance collection inspired by Brazilian culture for the Brazil market entry, featuring locally tailored fruity and tropical fragrances.

Quantifiable outcome

• Japanese Cherry Blossom fragrance generated over $1.5 billion in lifetime sales over 20 years
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered flagship and core.

• Hilary DuffflagshipGTM or Marketing Partner · 6 July 2026Hilary Duff appointed as first major celebrity ambassador and creative partner for Fruit Fusion body care franchise launch. Partnership leverages Duff's return to spotlight following sixth studio album release and first concert tour in 18 years. Four fruit-forward fragrances across body care, fragrance, and lip products. 360-degree marketing campaign spanning YouTube, connected TV, social media, in-store displays, and out-of-home advertising in New York, Los Angeles, and Phoenix.
• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 23 June 2026Bath & Body Works partnered with Ulta Beauty to distribute home fragrance and body care products through 600+ Ulta Beauty stores and Ulta.com beginning July 12, 2026. The partnership includes exclusive Juniper Breeze fragrance and aligns with Bath & Body Works' Consumer First Formula strategy to expand beyond own stores. Ulta Beauty sees whitespace opportunity in home fragrance categories and the partnership provides discovery and trial opportunities distinct from Amazon's convenience model.
• Disney (LucasFilm)flagshipStrategic or Co-development Partner · 3 May 2026Limited-edition Star Wars: The Mandalorian and Grogu collection featuring three original fragrances (Force Flow, Bounty Hunter, Ice Planet), body care, home fragrance, candles, and collectible accessories. Available May 4 for rewards members and May 11 for all customers. 26-product assortment. International expansion to more than 40 markets planned by end of 2026, timed with May 22 film release.
• DSM-Firmenich (Harry Fremont)coreStrategic or Co-development Partner · 7 April 2026Partnership with Master Perfumer Harry Fremont from DSM-Firmenich to develop Forever Cherry Blossom fragrance as companion to iconic Japanese Cherry Blossom scent. Japanese Cherry Blossom has generated over $1.5 billion in lifetime sales since 2006 and ranks among top five best-selling international fragrances.
• Vera BradleyflagshipStrategic or Co-development Partner · 30 March 2026Limited-edition Mother's Day collaboration featuring three exclusive fragrances (Peach Blossom & Nectar, Blue Washed Sky, and additional scents) paired with Vera Bradley's signature patterns across body care, home fragrance, home décor, and accessories. Collection spans 22 product forms with pricing from $2.95 to $74.95. Available in US and Canada with international rollout planned for more than 40 markets.
• AmazoncoreChannel Partner/ Reseller/ Distributor · 1 February 2026Official Amazon storefront launched in February 2026 to capture estimated $60-80 million in gray market sales from third-party sellers. Curated selection of evergreen best-sellers including Champagne Toast, A Thousand Wishes, and Mahogany Teakwood. Showing strong double-digit week-over-week growth and attracting younger, more affluent consumers.
• Axium PackagingcoreTechnology or IntegrationKey supplier partner at Beauty Park supplier cluster near Ohio headquarters, part of nearshoring initiative that shifted 85% of supply chain to North America. Enables rapid product development cycles and co-innovation.
• Kdc/onecoreTechnology or IntegrationKey supplier partner at Beauty Park supplier cluster near Ohio headquarters, part of nearshoring initiative that shifted 85% of supply chain to North America. Enables rapid product development cycles and co-innovation.
• Alene CandlescoreTechnology or IntegrationKey supplier partner at Beauty Park supplier cluster near Ohio headquarters, part of nearshoring initiative that shifted 85% of supply chain to North America. Enables rapid product development cycles and co-innovation.

Scale indicators10 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Victoria's Secret: Former sister brand under L Brands before the 2021 BBWI spinoff; serves a similarly skewed female Millennial/Gen Z customer across mall and off-mall doors. Operates in adjacent personal care plus lingerie and beauty, sharing heritage, demographic, and store-format dynamics.
• The Body Shop: Global bath, body, and skincare retailer focused on ethically sourced personal care products. Direct competitor in bath/body washes, lotions, and fragrance mists with overlapping price points and store-based retail model.
• Lush: Specialty retailer of fresh, hand-made bath bombs, body care, and fragrance products. Direct competitor in the bath additives and artisanal body care niche that BBWI addresses with products like bath bombs, soaps, and shower gels.
• Yankee Candle: Leading US home fragrance and candle brand and retailer (owned by Newell Brands). Closest direct competitor to BBWI's White Barn 3-wick candle and home fragrance category, with overlapping consumer base and gifting occasions.

Broad incumbents

• The Estée Lauder Companies: Global prestige beauty conglomerate with leadership in fragrance and bath/body care. Overlaps in fragrance innovation and mass-prestige strategy and is the prior employer of BBWI's new Chief Brand & Product Officer Veronique Gabai-Pinsky.
• Coty: Global beauty company with strong mass and prestige fragrance portfolio (CoverGirl, Calvin Klein, Hugo Boss). Competes with BBWI in accessible fragrance and body care and serves overlapping retail channels including drugstores and Amazon.
• Ulta Beauty: Largest US specialty beauty retailer carrying prestige and mass beauty across skincare, makeup, fragrance, and bath/body. Direct competitor in fragrance and body care retail and now a wholesale partner for Bath & Body Works starting July 2026, making it both a rival and channel.
• Sephora: Global multi-brand beauty retailer owned by LVMH with a strong fragrance and body care assortment. Competes with Bath & Body Works for the same Millennial and Gen Z consumers seeking discovery and prestige-adjacent bath and body products.

Emerging players

• Glossier: Direct-to-consumer beauty brand built on Millennial/Gen Z community and minimalist body, skin, and fragrance products. Emerging competitor pursuing the same Y2K-nostalgia and accessible-luxury positioning that BBWI is leaning into.
• Drunk Elephant: Premium clean-beauty skincare and body care brand (owned by Shiseido) targeting younger consumers concerned about chemical ingredients. Represents the clean/cleaner-alternative positioning that pressures BBWI's traditional chemical-fragrance-led portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bathbodyworks
• Facebookfacebook.com/bathandbodyworks

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bath & Body Works