Bath & Body Works expands footprint with first store launch in Brazil

BRAZIL – Bath & Body Works has officially entered Brazil’s beauty market by opening its first physical store in São Paulo, alongside a dedicated e-commerce platform for the country. 

The launch aligns with the company’s broader international expansion strategy and targets Brazil’s robust and growing demand for accessible, high-quality fragrance products. 

The brand’s Brazilian flagship is located at Morumbi Shopping, one of São Paulo’s largest and most prominent retail centres, and opened in July 2026. 

Alongside the physical store, Bath & Body Works launched a localized online store at bathandbodyworks.com.br, enabling nationwide access and providing an omnichannel shopping experience for Brazilian consumers. 

The company describes Brazil as one of the world’s largest and most passionate fragrance markets, making it a strategic fit for its fragrance-led portfolio. 

“The best opportunities are where consumers already love the category,” said Daniel Heaf, CEO of 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.”

The product lineup includes fine fragrance mists, body creams and lotions, eau de parfums, body washes and hand soaps, and three-wick candles. 

To better align with local preferences, Bath & Body Works tailored its offering to emphasize fruity and tropical scents, highlighting fragrances like Waikiki Beach Coconut, Pink Pineapple Sunrise, and Mango Papaya Paradise. 

The retailer is also introducing its Viva collection, originally launched in U.S. stores but inspired by Brazil’s culture and landscapes.

Standout scents include Viva Brazil, with notes of guava and coconut water, and Dreaming of Rio, featuring banana and gardenia, among other Brazil-exclusive fragrances.

Bath & Body Works’ entry underscores Brazil’s rising profile as a high-growth beauty market. 

L’Oréal previously identified Brazil as one of its most dynamic markets, contributing significantly to its Q3 results in the prior year. 

In March, L Catterton, the private equity firm backed by LVMH, announced a merger of two long-standing Brazilian beauty retailers, Bel Cosméticos and Mundo do Cabeleireiro, to create the country’s largest multi-brand speciality beauty retail platform. Several global beauty players have also strengthened their local operations in recent years. 

Givaudan, for example, acquired majority stakes in two Brazilian fragrance houses within a four-month span, citing Latin America as a “dynamic, high-growth market with specific needs and good potential for growth.” 

Bath & Body Works’ Brazil launch, with its localized fragrance strategy and omnichannel presence, positions the brand to compete effectively in a market known for its strong affinity for scented personal and home care products.

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