THE WHAT? Bath & Body Works has launched Essentials, a new sensitive skin body care franchise, expanding its portfolio into more functional, ingredient-led personal care while retaining fragrance as a core proposition.
THE DETAILS The new franchise comprises Skin Replenishing Body Wash, Ultra Hydrating Body Lotion and Eau de Parfum, with all products positioned as hypoallergenic, dermatologist-approved and suitable for sensitive skin. Formulations incorporate established skincare ingredients including glycerin, hyaluronic acid, shea butter and cocoa butter, while three fragrances — Vanilla Silk, Cashmere Amber and Suede Blossoms — extend the range into scent. Essentials has launched through Bath & Body Works stores and e-commerce in the US and Canada, with selected products distributed through Amazon and further international expansion planned for 2027.
THE WHY? The launch broadens Bath & Body Works’ addressable market beyond traditional fragrance-led body care and strengthens its position in functional personal care, combining sensitive-skin claims, skincare ingredients and fragrance within a scalable new franchise for domestic and international distribution.
Source: Global Newswire
