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 (NYSE: BBWI) is set to launch its latest Disney-inspired fragrance collection, the Disney Villains Collection, following the success of its Disney Princess Collection. The new line, which will debut in stores and online on September 3, 2025, features two iconic Disney villain characters: The Evil Queen and Maleficent. This expansion marks the first simultaneous domestic and international launch for Bath & Body Works, indicating a strategic move to capitalize on the global popularity of Disney Villains.

The collection, which includes a 39-product assortment ranging from fine fragrance mist to decorative accessories, aims to capture the essence of these villains through carefully curated scents. The Evil Queen-inspired fragrance, "Dark Red Apple, Vanilla Suede, Wicked Pear," and the Maleficent-inspired fragrance, "Sinister Plum, Midnight Berries, Mystical Woods," are designed to evoke the dark elegance and mystery of their respective characters.

CEO Daniel Heaf emphasized that this expansion builds on the company's previous success with Disney collaborations, positioning Bath & Body Works at the forefront of cultural innovation. The collection will be available to loyalty members on August 26 and 27, 2025, before a general release on September 3. This simultaneous launch strategy is a significant departure from previous collections, indicating Bath & Body Works' commitment to expanding its global reach.

The partnership between Bath & Body Works and Disney is expected to continue, with more character-inspired fragrances planned for future releases. This collaboration not only strengthens Bath & Body Works' brand but also positions it as a leader in the personal care and home fragrance market, capitalizing on the enduring popularity of Disney characters.

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[1] https://www.stocktitan.net/news/BBWI/bath-body-works-debuts-new-disney-villains-inspired-fragrance-4uqtojkxp7ap.html