At Bath & Body Works, fragrance creation begins and ends with one thing: the customer. And when it comes to teens, Bath & Body Works doesn’t just follow trends—they’ve been shaping them for the past three decades.
Whether it’s a cultural shift or viral TikTok moment, the brand is connecting to what matters to Gen Z. Take the wildly popular Off The Vine, Bath & Body Work’s fresh take on the Tomato Girl Summer trend. Even before launch, Off The Vine was making waves with Reddit leaks sparking over 700 comments and 25 million impressions.
“That’s because the way we connect with teens outside the store has transformed. This new generation is digitally native, values-driven, and fiercely individual,” said Maurice Cooper, chief customer officer at Bath & Body Works speaking of Off the Vine. “We moved fast, turning buzz into a full-blown campaign that doubled the conversation to 50 million and gave us our most shared Instagram post of 2025 (second only to Disney).”
Teens no longer just buy products, they’re curating identities, moods, and self-care rituals. Instead of flipping through coupons, they’re scrolling TikTok. Instead of shopping based on mass appeal, they follow their favorite creators, watch GRWM videos, and trust peer recommendations over polished campaigns.
Nothing better shows Bath & Body Works’ ability to tap into the pop culture zeitgeist than their Everyday Luxuries collection. These elevated scents inspired by trending luxury fragrances started in just 600 stores. But when the fragrances went viral on TikTok, it sold out fast.
“Teens came in asking for it by name, and their influence helped the collection go chainwide in just six months,” said Cooper. “More than any generation we’ve seen, Gen Z is all about curating their own fragrance vibe.”
And their big dreaming is leading to new, bold and imaginative collaborations ways teens have never experienced. From the Disney Princess collection (which racked up over a million organic TikTok views on launch day) to partnerships with Netflix hits like Bridgerton, Stranger Things, and Emily in Paris, they’re creating iconic first fragrance moments that are trend-forward, memorable, and totally relevant.
More than any other generation, today’s teens live in a screen-forward world. As a leader in fragrance, Bath & Body Works is introducing them to the world of fragrance, and they’re discovering and sharing the important role it plays in their lives.
From playful limited edition drops to partnering with relevant influencers like Paul Reacts, the results speak for themselves. In the April 2025 Piper Sandler Taking Stock with Teens survey, Bath & Body Works was named the #1 fragrance brand among American teens. They also ranked:
#3 as a beauty destination for in-person shopping
Top 5 for loyalty programs among female teens
With those stats, Bath & Body Works is proving that they’re not just selling fragrance. They’re building a brand teens feel seen by, inspired by and eager to be a part of. And they’re carrying forward a tradition of trendsetting that shows no signs of slowing down, now with Gen Z at the center.