BeautyRival – Victoria’s Secret, famous for its lingerie and beauty lines, is stepping into a new arena: home fragrance. Building on its perfume success and the growing demand for scented products, the retailer will launch a collection designed to bring the brand’s allure into customers’ homes.
The lineup includes candles, room sprays, hand soaps, diffuser reeds, and air fresheners. Amy Kocourek, president of beauty for Victoria’s Secret and Pink, said the move feels like a natural progression.
“Fragrance has always been our strength, and customers have been asking for this,” Kocourek explained. “Now, we’re bringing the scents she loves into her home.”
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Scents That Tell Stories
Victoria’s Secret partnered with fragrance houses Givaudan and Robertet to create nine scents. Names such as Rose Bohemia, Red Currant, Love Stoned, All Dressed Up, and That Paris Hotel aim to spark memories and emotions.
“Each fragrance tells a story,” Kocourek said. “It’s not only the scent but also the name and imagery. For example, That Paris Hotel instantly evokes the feeling of stepping into a luxurious Parisian getaway.”
Strategy Under New Leadership
The launch comes as Victoria’s Secret undergoes a major transformation. Hillary Super, CEO since September 2024, introduced the Path to Potential plan to reposition the company. The strategy focuses on strengthening Pink, reaffirming its authority in lingerie, expanding beauty, sport, and swimwear, and refreshing marketing efforts.
Beauty has been a key growth driver. The category has grown for eight straight quarters and generated about $1.4 billion in 2024. In its latest quarter, Victoria’s Secret reported $1.46 billion in net sales, beating expectations.
Super emphasized the opportunity during an earnings call:
“Our beauty business already represents nearly $1 billion in U.S. sales and is approaching $2 billion worldwide. Beauty is a much larger market than intimates, and we’re well positioned to grow further.”
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Looking Ahead
When asked about entering new categories, Kocourek stressed caution. “We don’t want to chase every trend,” she said. “Our strength is fragrance, so any new category must connect to scent. Beyond that, we aim to stay true to what makes Victoria’s Secret iconic: glamour, allure, and confidence.”
The home fragrance line is set to debut later this year. More than just a product launch, it signals Victoria’s Secret’s ambition to evolve from a lingerie and beauty retailer into a lifestyle brand.
