Bath & Body Works was named to Fast Company’s 2025 Brands That Matter list, recognized in the Heritage Brands category.
From trend-forward fragrances to rapid product launches, Bath & Body Works continues to lead with a consumer-first approach and a U.S.-based supply chain that keeps pace with what’s next.
The iconic brand is honored among industry leaders, joining a diverse group of brands that inspire loyalty and resonate deeply with communities worldwide.
December 5th, 2025
Bath & Body Works Recognized on Fast Company’s List of Brands That Matter
What You Should Know
Bath & Body Works is proud to announce its inclusion in Fast Company’s annual Brands That Matter list in the Heritage Brands category. The list honors brands and individuals that go beyond acquiring customers—they resonate deeply with people and communities in a profound way. Through innovative branding and marketing, these companies and nonprofits have established meaningful relevance and cultural impact. The full list can be found on fastcompany.com and in the upcoming Winter print edition hitting newsstands beginning December 16, 2025.
This year’s list includes large international organizations, small-but-mighty companies, and nonprofits, and it highlights 111 brands and 10 CMOs of the Year that inspire genuine engagement and loyalty from their consumers—and influence new adopters to buy in. Every brand included has found an ability to forge an emotional connection with customers, whether leading on the environment or pop culture, engaging B2B customers, or responding meaningfully to current events.
Since opening its first store in 1990, Bath & Body Works has expanded to over 2,400 locations worldwide, becoming a beloved fragrance brand across the U.S., Canada and beyond. Now in its 35th year, as Fast Company noted, Bath & Body Works “is Gen Z’s number-one fragrance brand (per Piper Sandler’s Spring 2025 Teens survey), hopping on olfactory trends—hello, tomato-scented candles and Netflix collaborations—and rapidly responding to customer desires, like expanding its Everyday Luxuries collection of fragrances to include cleansers and moisturizers in just three months. The brand’s secret weapon isn’t just marketing, though: Its predominantly U.S.-based supply chain enables Bath & Body Works to manufacture new products quickly to be the first to big trends.”
For more news and stories about Bath & Body Works, its products and fragrances, its supply chain and more, visit bbwinc.com/media. For more information or to view the complete list of Fast Company 2025 Brands That Matter honorees, visit fastcompany.com/brands-that-matter/list.