Bath & Body Works, the Ohio-based retailer known for its scented candles, hand soaps and body lotions, opened its first store in Brazil on Wednesday, 15 July 2026, in the Shopping Ibirapuera mall in São Paulo. The launch marks the company's entry into Latin America's largest economy and its second market in the region after Mexico.
The expansion is part of a broader strategy to diversify revenue streams as the brand faces a saturated home fragrance market in the United States and Canada. Brazil's beauty and personal care sector is valued at approximately £25 billion, making it the fourth-largest globally behind the US, China and Japan, according to industry data.
Bath & Body Works has partnered with Grupo Boticário, one of Brazil's largest cosmetics conglomerates, to operate the store under a franchise model. The partnership gives the American retailer access to Grupo Boticário's extensive supply chain and local market expertise. Additional stores are planned for Rio de Janeiro and Brasília in the coming months.
For UK investors, the move signals that Bath & Body Works — whose shares trade on the New York Stock Exchange under the ticker BBWI — is actively seeking growth outside its home market. The company's international segment currently accounts for roughly 10% of total revenue, but management has set a target to increase that share to 20% by 2028.
Analysts at Shore Capital noted that while the Brazilian market offers high potential, it also carries risks including currency volatility, complex tax regulations and intense local competition from established players such as Natura & Co. and L'Oréal's local operations. The success of the São Paulo store will be closely watched as a bellwether for further Latin American expansion.