Bath & Body Works enters Brazil with localized fragrance offerings

Bath & Body Works has made its debut in the Brazilian beauty market, opening its first store in São Paulo. The move is part of the company’s international growth strategy and aims to tap into the growing regional demand for fragrance-led products. 

Brazilian consumers can buy Bath & Body Works’ products from a new online store dedicated to the region, as well as from a brick-and-mortar location that opened in Morumbi Shopping, one of São Paulo’s largest retail destinations.

The expansion brings the beauty retailer’s scents to what it calls “one of the largest” fragrance markets globally. The company cites strong consumer demand for accessible, high-quality scents.

“The best opportunities are where consumers already love the category,” says Daniel Heaf, CEO at Bath & Body Works.

“Brazil is one of the largest and most passionate fragrance markets in the world, making it a natural place for Bath & Body Works. We’re excited to bring our fragrances to more consumers and become part of how they express themselves every day.”

Brazilians can now shop collections like Champagne Toast, A Thousand Wishes, In the Stars, and Warm Vanilla Sugar. Some of the products launched include fine fragrance mists, body creams, lotions, eau de parfums, body washes, hand soaps, and three-wick candles.

Tailored assortment

Bath & Body Works says it customized its product selection for Brazilian consumers, as they prefer fruity and tropical scents. Fragrances like Waikiki Beach Coconut, Pink Pineapple Sunrise, and Mango Papaya Paradise are highlighted.

Bath & Body Works has opened its first Brazilian store at Morumbi Shopping in São Paulo.The retailer is also introducing its Viva collection, which originally launched in US stores, but was inspired by Brazil’s culture and scenery. The collection includes Viva Brazil, featuring notes of guava and coconut water, and Dreaming of Rio, with banana and gardenia, among other exclusive scents.

Brazilian beauty expands

Brazil is establishing itself as a hotspot for beauty growth. The country was cited by L’Oréal as one of its particularly dynamic markets after having lifted the beauty giant’s Q3 results last year.

In March, LVMH-backed equity firm L Catterton announced that it would combine two long-standing Brazilian beauty retailers, Bel Cosméticos and Mundo do Cabeleireiro. The merger aims to create the largest multi-brand specialty beauty retail platform in Brazil.

Multiple beauty multinationals have also doubled down on their local operations in the past few years. Givaudan, for example, acquired a majority stake in two Brazilian fragrance houses in the span of four months. 

The ingredients manufacturer previously told Personal Care Insights that Latin America is “a dynamic, high-growth market with specific needs and good potential for growth.”

“This is an important region for us, and our different creative teams work hand in hand with our customers and local partners to innovate and offer fragrance and beauty solutions that enhance local consumers’ daily lives,” said Mauro Patrus, regional head of Consumer Products LATAM at Givaudan.