Bath & Body Works Launches Disney Villains Fragrance Collection, Riding Success of Disney Princess Line.

Bath & Body Works is launching a Disney Villains fragrance collection, building on the success of its Disney Princess line. The company, which has shares trading nearly 3% higher, is targeting the "rebels" after successfully courting the "happily-ever-afters." The move aims to capitalize on the popularity of the Disney Villains franchise and expand its market reach.

Bath & Body Works (BBWI), a leading personal care and home fragrance company, has announced the launch of its new Disney Villains Collection, following the success of its Disney Princess Collection. The new fragrance line features scents inspired by iconic villains The Evil Queen and Maleficent. The collection is set to launch simultaneously in both domestic and international Bath & Body Works stores, marking the first time such a collaboration has been rolled out on a global scale [2].

The collection, which includes 39 products, will be available to Bath & Body Works loyalty members on August 26 and 27, 2025, and to all customers on September 3, 2025. The products range from fine fragrance mist to decorative home accessories, with prices varying from $1.95 to $79.95 [2].

The Evil Queen-inspired fragrance is a blend of Dark Red Apple, Wicked Pear, and Vanilla Suede, evoking the dark allure and commanding presence of the character. Maleficent's fragrance, on the other hand, combines Sinister Plum, Midnight Berries, and Mystical Woods to create a mysterious and alluring scent [1].

Bath & Body Works' CEO, Daniel Heaf, emphasized the company's focus on creating meaningful consumer experiences through powerful brand collaborations. He stated, "The customer demand and excitement we saw with Disney Princess showed us that our formula is working and now we’re taking it global" [2].

The launch of the Disney Villains Collection comes at a time when Bath & Body Works shares are trading nearly 3% higher, reflecting investor confidence in the company's ability to capitalize on the popularity of the Disney Villains franchise and expand its market reach [3].

References:
[1] https://disneyparksblog.com/products/disney-villains-halloween-collection-by-bath-and-body-works/
[2] https://www.stocktitan.net/news/BBWI/bath-body-works-debuts-new-disney-villains-inspired-fragrance-4uqtojkxp7ap.html
[3] https://finance.yahoo.com/news/bath-body-works-debuts-disney-110000788.html