A Rose for All: Bath & Body Works Brings Back Rose Favorites 

Rhea-AI Summary

Bath & Body Works (NYSE:BBWI) refreshed its rose fragrance portfolio on Jan 9, 2026, launching new Nocturnal Rose and reintroducing four fan favorites: Covered in Roses, Rose, “Inspire Love” Rose & Vanilla, and Heirloom Rose.

The range spans moods from fresh and dewy to dark and sweet, offered in fine fragrance mists, eau de parfum, body creams, lotions, body wash, single and 3-wick candles, and home products including laundry detergent and fragrance boosters. Nocturnal Rose was developed with Givaudan perfumer Stephen Nilsen; body care items are dermatologist-reviewed and formulated without parabens and sulfates.

Key Figures

Rose fragrances count 5 scents Number of rose-forward fragrances available in store and online

Candle format 3-wick candles Rose fragrances offered in single and 3-wick candle forms

Market Reality Check

$23.29 Last Close

Volume Volume 4866191 is below 20-day average, with relative volume at 0.78x. normal

Technical Price $22.77 trades below 200-day MA at $26.95, between 52-week low $14.275 and high $41.87.

Peers on Argus

Peers show mixed moves: RH up 5.12%, MNSO up 1.5%, ASO up 0.94%, MUSA up 0.92%, while FIVE is down 1.21%, suggesting BBWI’s move is more stock-specific than sector-driven.

Historical Context

Date	Event	Sentiment	Move	Catalyst
Dec 02	Promotional event update	Positive	-2.0%	Announcement of Annual Candle Day with 3-wick candles at $9.95.
Dec 01	Conference participation	Neutral	-2.0%	CEO and CFO presenting at Morgan Stanley consumer and retail conference.
Nov 20	Earnings and guidance	Negative	-24.8%	Q3 2025 results with softer sales, margin compression, lowered outlook.
Nov 07	Dividend declaration	Positive	+1.1%	Regular quarterly cash dividend of $0.20 per share declared.
Nov 06	Earnings date notice	Neutral	-4.2%	Scheduling of Q3 2025 earnings release and conference call.

Pattern Detected

BBWI has sold off sharply on weaker earnings and guidance but shown milder, sometimes divergent reactions to promotional and routine corporate updates.

Recent Company History

Over the past few months, Bath & Body Works navigated a challenging backdrop. Third-quarter 2025 results on Nov. 20 showed net sales of $1,594 million and EPS of $0.37, alongside lowered full-year guidance and a -24.81% one-day move. The company still emphasized cash generation and buybacks. Around this, it maintained shareholder returns via a $0.20 dividend and continued brand- and traffic-driving efforts like Annual Candle Day and conference participation. Today’s rose collection refresh fits the ongoing focus on product innovation and brand reignition.

Market Pulse Summary

This announcement underscores Bath & Body Works’ focus on reinvigorating its fragrance portfolio with multiple rose-forward launches, spanning mists, eau de parfum, candles and body care. Against a backdrop of softer Q3 2025 results and a strategic transformation plan, the news highlights continued product innovation and brand elevation efforts. Investors may watch how these collections contribute to traffic, mix, and margins alongside ongoing cost-savings and capital-return initiatives.

Key Terms

eau de parfum technical

"available in a variety of product forms, including fine fragrance mists, body creams... eau de parfum, candles"

A mid-to-high strength fragrance category that contains a higher proportion of perfume oil than lighter types, so it lasts longer on the skin and is sold at a higher price point; think of it as the strong cup of coffee compared with a weaker brew. Investors care because formulation and packaging choices affect a brand’s pricing power, profit margins, inventory turnover and how a product is marketed, all of which influence revenue and margins in the personal care and luxury goods sector.

dermatologist-approved medical

"All body care items are dermatologist-approved* in a luxurious formula made without"

A label saying a skin doctor has reviewed or endorsed a product, implying it is safe or effective for typical skin concerns; the exact meaning can vary from a formal clinical review to a simple practitioner recommendation. For investors, the claim can boost consumer trust and allow higher pricing or faster sales like a trusted chef’s seal on a dish, but it also creates reputational and regulatory risk if the endorsement is unclear or misleading.

parabens medical

"a luxurious formula made without parabens and sulfates."

Parabens are a class of chemical preservatives commonly used to prevent mold and bacteria in cosmetics, personal care items, and some packaged goods—think of them as the salt that keeps products from spoiling. They matter to investors because health concerns, consumer preferences, or regulatory limits can force product redesigns, recalls, or brand shifts to “paraben-free” alternatives, which can change costs, sales and legal exposure for companies.

sulfates medical

"a luxurious formula made without parabens and sulfates."

Sulfates are chemical compounds that contain the sulfate ion and commonly occur as ingredients, impurities or byproducts in drugs, cleaning products, industrial chemicals and wastewater. Like a pinch of salt that changes a recipe, sulfates can alter product performance, trigger manufacturing controls or environmental rules, and create extra testing, treatment or cleanup costs—factors that can affect a company’s expenses, regulatory risk and investor returns.

AI-generated analysis. Not financial advice.

What To Know: 

• Bath & Body Works has refreshed its rose offerings, introducing both new and returning rose-inspired fragrances like Nocturnal Rose, Covered in Roses, Rose, “Inspire Love” Rose & Vanilla and Heirloom Rose. 
• From fresh and dewy to dark and sweet, this timeless floral is experiencing a resurgence as consumers seek modern and luxurious takes on the classic scent.  
• Bath & Body Works is bringing back fragrances to meet this moment with five different scents available in store and online. The brand’s rose fragrances draw on the latest fashion trends with a moody color palette and are available in a variety of product forms, including fine fragrance mists, body creams, lotions, eau de parfum, candles and body washes. 
  

COLUMBUS, Ohio, Jan. 09, 2026 (GLOBE NEWSWIRE) -- This year Bath & Body Works is making sure roses aren’t just for bouquets. The brand just launched new rose-focused fragrances and is giving a refresh to consumer favorites! 

While this classic ingredient has been used in perfumery for centuries, rose is now experiencing a modern-day renaissance with fragrance consumers looking for innovative, unexpected and luxurious scents with this timeless note at the center. 

To meet that demand, Bath & Body Works is debuting its new Nocturnal Rose, a genderless fragrance which offers a unique take on the classic floral. It’s a darker, masculine and mysterious scent with notes of black pepper, wild rose and cedarwood.   

Bath & Body Works experts partnered with Givaudan fragrance house and their vice president perfumer Stephen Nilsen to develop this innovative take on rose. 

“Nocturnal Rose is a contemporary reimagining of a timeless flower—the black rose reborn in modern opulence,” said Nilsen. “The fragrance is inspired by the scent of Rose de Mai, a rare rose that is harvested from the fields of Grasse, intertwined with the warmth of cedarwood and the smooth allure of golden tobacco. Nocturnal Rose embodies modern luxury with a quiet and irresistible intensity.” 

In addition to Nocturnal Rose, the brand is bringing back fan-favorite fragrances including: 

• Covered in Roses: Indulge in a luscious blend of fresh blooms and juicy fruit, finished with sweet gourmand notes. This alluring fragrance is launching for the first time in a 3-wick candle, laundry detergent and fragrance booster—perfect for filling your space with romantic vibes. 
• Rose: Rediscover a classic. The brand’s signature rose scent is back with a bold new look and a vibrant, modern twist on the beloved floral—making it feel as fresh as a bouquet just delivered to your door. 
• “Inspire Love” Rose & Vanilla: Experience a delicate harmony where creamy vanilla perfectly balances with soft rose petals, creating a scent that’s light, dreamy and effortlessly romantic. 
• Heirloom Rose: Sourced from Bath & Body Works’ aromatherapy collection, this refined floral musk is crafted for true rose lovers who appreciate timeless elegance in every spritz. 

“We’ve reimagined rose with a modern edge, for a timeless yet effortlessly chic experience,” said Mary Testa-Gough, associate vice president of product and fragrance development at Bath Body Works. “Each fragrance is meticulously crafted using the highest quality ingredients and techniques to deliver a scent that feels elevated, indulgent and irresistible.” 

Adding to the style, the packaging of these fragrances is inspired by the latest fashion and design trends, with a moody color palette that brings a touch of drama to the daily routine. 

The rose-forward fragrances will be available in a variety of forms, including fine fragrance mists, eau de parfum, single and 3-wick candles, and an assortment of body care products such as body cream, body lotion and body wash. All body care items are dermatologist-approved* in a luxurious formula made without parabens and sulfates.  

Whether someone is shopping for themselves or picking up a Valentine’s Day gift, Bath & Body Works’ rose offerings provide something for everyone who loves to celebrate with fragrance and flair. Shop the latest products now at bathandbodyworks.com. 

*Based on review of independent testing by a board-certified dermatologist.

ABOUT BATH & BODY WORKS   

Home of America’s Favorite Fragrances®, Bath & Body Works is a global leader in personal care and home fragrance, including top-selling collections for fine fragrance mist, body lotion and body cream, 3-wick candles, home fragrance diffusers and liquid hand soap. Powered by agility and innovation, the company’s predominantly U.S.-based supply chain enables it to deliver quality, on-trend luxuries at affordable prices. Bath & Body Works serves and delights customers however and wherever they want to shop, from welcoming, in-store experiences at 1,934 company-operated Bath & Body Works locations in the U.S. and Canada, 544 international franchised locations and an online storefront at bathandbodyworks.com (as of November 1, 2025). 

MEDIA CONTACT:

Emmy Beach
communications@bbw.com

Photos accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/601d3cb3-8f10-402e-9693-c70253e396b9

https://www.globenewswire.com/NewsRoom/AttachmentNg/21987802-010a-48c8-a618-b42d7596567e

FAQ

What new rose fragrance did Bath & Body Works (BBWI) launch on January 9, 2026?

Nocturnal Rose, a genderless darker floral developed with Givaudan perfumer Stephen Nilsen.

Which rose fragrances did Bath & Body Works (BBWI) bring back in the January 2026 refresh?

Covered in Roses, Rose, “Inspire Love” Rose & Vanilla, and Heirloom Rose were reintroduced.

What product types are available in Bath & Body Works (BBWI) rose collection?

Fine fragrance mists, eau de parfum, body cream, lotion, body wash, single and 3-wick candles, laundry detergent, and fragrance boosters.

Are Bath & Body Works (BBWI) rose body care products free of parabens and sulfates?

Yes, body care items are formulated without parabens and sulfates and are dermatologist-reviewed based on independent testing.

Where can I buy the new and returning Bath & Body Works (BBWI) rose fragrances?

The rose fragrances are available in stores and online at bathandbodyworks.com.