This back-to-school season, Bath & Body Works is heading to college with plans to bring branded kiosks to more than 600 campus stores, marking the first time the company has sold its products at this scale outside of its own stores.
College students will now be able to shop on campus from a curated assortment of Bath & Body Works’ top-selling fragrances among Gen Z — such as Champagne Toast, Mahogany Teakwood, Platinum and Warm Vanilla Sugar — in a variety of formats, including body and lip care, hand soap, wallflower heaters and bulbs, candles and sanitizers.
Mall staple Bath & Body Works is in the midst of a renaissance that is being driven largely by Gen Z. In the April 2025 Piper Sandler Taking Stock with Teens survey, Bath & Body Works was named the No.1 fragrance brand among American teens. The brand also ranked No. 3 as a beauty destination for in-person shopping and in the top five for loyalty programs among female teens.
The chain’s newly launched Gingham+ store design is specifically designed to appeal to Gen Z, with wider aisles and more experiential elements. The brand’s outreach to younger shoppers also includes its “Come Back To Your Senses” campaign, spotlighting the sense of smell and featuring actress Jessica Williams from the Apple+ series Shrinking.
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In May, Nike veteran Daniel Heaf took over as the company’s CEO. To bring its brand to college campuses, Bath & Body Works partnered with ICM Distributing Company.
“It was important for Bath & Body Works to expand into college campuses as it allows us to reach our Gen Z customers where they are and when they need us most,” said Betsy Schumacher, Chief Merchandising Officer at Bath & Body Works in a statement. “By providing an easy and convenient way to shop the fragrances they know from a brand they love, we hope we can make their dorm rooms feel more like home.”
