Victoria’s Secret is entering the home fragrance market.

Building off of its successful fragrance line and the wider fragrance boom, the lingerie retailer will launch a collection of candles, room sprays, liquid hand soaps, diffuser reeds and air fresheners.

Amy Kocourek, president of beauty for Victoria’s Secret and Pink, said: “Given that our strength is really fragrance, it’s a natural next step for us to bring that scent into her home, plus our customers have been asking for it.”

Working with fragrance houses Givaudan and Robertet, the Victoria’s Secret home fragrance collection features nine scents such as Rose Bohemia, Red Currant, All Dressed Up, Love Stoned and That Paris Hotel.

“Each one of them has a very unique name to try to conjure up either images or memories. It’s really the scent, the name and all the imagery on the carton that really gives the person a feeling of I’m in a Paris hotel so we’re really proud of that,” continued Kocourek, who joined the retailer around five months ago from Kendra Scott.

Her hiring was one of three key appointments by Hillary Super, who left Savage x Fenty to become chief executive officer of Victoria’s Secret & Co. in September 2024.

Earlier this year, Super laid out her Path to Potential strategic vision for Victoria’s Secret, which has the company recommitting to the Pink brand, reasserting its authority in bras, growing the beauty, sport and swim businesses and updating its go-to-market approach. 

Beauty is a core driver of growth for Victoria’s Secret, with eight consecutive quarters of category expansion. 

It ranked 33rd in WWD Beauty Inc’s Top 100 Beauty Companies list, with beauty sales estimated to be around $1.4 billion in 2024.

In its most recent financial quarter ended Aug. 2, the retailer beat Wall Street expectations as well as its own by reporting net sales of $1.46 billion.

Speaking to analysts during an earnings call, Super, said: “We have a powerhouse beauty business, representing approximately $1 billion of sales domestically and approaching $2 billion at retail globally….We see a significant opportunity in beauty, which is a much larger market than intimates….We already have gained real traction, and with a newly hired brand president in place, along with expanded marketing resources, we are poised to continue to build on our momentum.”

On entering other new beauty categories, Kocourek told WWD that it’s likely in the future, but not this year and that they will be very thoughtful about which categories they enter.

“We don’t want to going after category after category. We are firmly planted, and our core strength is fragrance. So any new category that we enter into will be a category that holds fragrance. There’s lots and lots of categories, as you know, that we could get into,” she said. “The other thing is that as we think about new categories for Victoria’s Secret, in particular, we always want to think about  what are the key iconic things around Victoria’s Secret, the Angels, the fashion show, the glamorous, the sexy. Beauty is such a great way to express all of those things.”