Bath & Body Works

Market leader in U.S. specialty body care and home fragrance retail, with one of the largest store footprints and loyalty programs in the category

Bath & Body Works is one of the most recognized specialty retail brands in the United States, offering a wide range of body care, hand care, home fragrance, and personal care products. The company operates over 1,800 company-operated stores in the U.S. and Canada, along with a robust e-commerce platform, and has an international presence through franchise and license arrangements in more than 35 countries. Known for its seasonal collections, signature scents, and frequent promotional events, Bath & Body Works has cultivated a highly loyal customer base. Formerly a brand under L Brands, Bath & Body Works became an independent publicly traded company in August 2021 when L Brands spun off Victoria's Secret and renamed itself Bath & Body Works, Inc. This restructuring allowed the company to focus entirely on its core retail business. The brand is a major consumer advertiser, investing heavily in digital marketing, email campaigns, loyalty programs, and seasonal promotions to drive both in-store and online traffic. Bath & Body Works runs one of the most active loyalty programs in specialty retail, the My Bath & Body Works Rewards program, which serves as a key marketing and customer retention tool. The company is a significant buyer of digital and social media advertising, influencer marketing, and direct-to-consumer communications, making it a notable participant in the broader marketing and media ecosystem as a major advertiser.