Bath & Body Works Expands Global Footprint With Entry Into Brazil
Expansion advances the brand’s Consumer First Formula, reaching new consumers in one of the world’s largest beauty markets
Bath & Body Works store opening in Brazil
Viva Collection
Bath & Body Works in Brazil
COLUMBUS, Ohio, July 16, 2026 (GLOBE NEWSWIRE) — Bath & Body Works, a global leader in personal care and home fragrance, today announced its entry into Brazil with the debut of its first store and digital destination, bathandbodyworks.com.br. This entry strengthens Bath & Body Works’ global footprint as the brand expands its reach into prime international markets where consumer demand for fragrance and self-care is strong and growing.
Now open at Morumbi Shopping—one of São Paulo’s premier retail destinations—Bath & Body Works’ first store in Brazil brings the brand’s market-leading fragrance expertise to new consumers with an assortment of iconic and beloved scents across body care and home.
Brazil is recognized as one of the world’s largest beauty markets where demand for accessible, high-quality fragrance is growing. Brazilian consumers see fragrance as an essential part of their daily self-care routine, often layering multiple scents to create a more personalized experience. As a global fragrance leader with a wide portfolio of accessible, high-quality scents, Bath & Body Works is well positioned to meet this consumer demand.
“The best opportunities are where consumers already love the category,” said Daniel Heaf, Bath & Body Works chief executive officer. “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.”
Brazilian consumers can shop a wide assortment of Bath & Body Works’ perfumer-crafted, fan-favorite collections. These include Champagne Toast, A Thousand Wishes, In the Stars, Into the Night, Gingham and Warm Vanilla Sugar across body care and home fragrance, including fine fragrance mist, body cream, lotion, eau de parfum, body wash, hand soap, 3-wick candles and more.
In addition to best-sellers and brand icons, Bath & Body Works localizes its assortments through a strong franchise partner model. By tapping into partners’ deep regional consumer expertise, the brand can refine its approach and curate product offerings that resonate with fragrance preferences across global markets.
In Brazil where demand for fruity and tropical scents is strong, the product assortment was tailored to meet these specific preferences. Consumers can explore fragrances like Waikiki Beach Coconut, Pink Pineapple Sunrise, Mango Papaya Paradise, Rainforest Falls and Sea Salt Coast.