Fragrance is a cornerstone of Brazilian culture and tradition that highlights the country’s rich biodiversity. From Amazonian resins and native woods to tropical fruits and aromatic botanicals, Brazilian fragrance is rooted in Indigenous, African, and European practices that have evolved over centuries. Today, Brazil has one of the world’s largest fragrance markets, valued at $675.94 million in 2025 and expected to reach $1.024 million by 2035, at a 4.2% CAGR.
Since Bath & Body Works initiated its Consumer First Formula brand revitalization strategy in 2025, the company has been steadily expanding its global footprint. Bath & Body Works reported first-quarter net sales of $1.4 billion—down 3% from the previous year, which speaks to the urgency of the company’s growth strategy, according to Bath & Body Works CEO Daniel Heaf. Earlier this year, Bath & Body Works launched products into over 600 Ulta Beauty stores as part of its strategy to become a global brand.
Bath & Body Works’ newest global retail destination is Brazil, tapping into the country’s booming fragrance industry. Along with a digital store, the business opened its first location in Brazil at São Paulo’s Morumbi Shopping, one of the city’s major retail destinations.
In addition to offering its standard hero products, the company’s strategy to enter the Brazilian market is to release scents tailored to regional preferences through a franchise partner model. Using these partners’ regional insights, Bath & Body Works will develop and refine products depending on local trends.
Bath & Body Works previously released a Brazilian-inspired fragrance collection in US stores, and relaunched the collection in Brazil to meet local consumer demand for fruity and tropical scents. The scents include Viva Brazil, Dreaming of Rio, Warm Summer Evening, and Banana Cream Latte.
"The best opportunities are where consumers already love the category,” said Heaf in a press release. “Brazil is one of the largest and most passionate fragrance markets in the world, making it a natural place for Bath & Body Works. We're excited to bring our fragrances to more consumers and become part of how they express themselves every day.”
As personalization becomes a larger trend in the fragrance category, more brands are starting to localize products to regional scent profiles and cater to consumers. For brands to secure international appeal and compete with domestic brands, insight into local fragrance trends and the development of culturally informed scents will be crucial.
