It’s back to school for Bath & Body Works as the company announced plans to sell its products in over 600 college campus stores for the 2025-2026 academic year.
The brand’s reach aims to strengthen its connection with Generation Z consumers after being named the No. 1 fragrance brand for American teens and the third overall most-shopped at beauty stores by teens in the Piper Sandler Taking Stock with Teens Spring 2025 Survey.
Bath & Body Works has partnered with ICM Distributing Company to launch kiosks, working with national chains such as Barnes & Noble College and Follett-operated bookstores, as well as independent campus retailers, according to Chief Merchandising Officer Betsy Schumacher.
What products will be available at college campuses?
A variety of Bath & Body Works products will be available on college campuses, including body creams and lotions, fragrance mists, Wallflower diffusers, PocketBac hand sanitizers, lip products such as glosses and scrubs, hand soap and 3-wick candles, Schumacher said.
Scents like Champagne Toast, Mahogany Teakwood and Clean House Vibes are standout scents and will be available in these bookstores, added Schumacher.
What campuses will Bath & Body Works be available at?
Bath & Body Works kiosks will be located on approximately 600 college campuses nationwide. The following 400-plus locations are at Barnes & Noble College- and Follett-owned campus bookstores, provided to USA TODAY by Bath & Body Works. The remaining locations, not included in the chart below, are independently owned bookstores.
Can’t see the chart in your browser? Visit public.flourish.studio/visualisation/24636631/.
Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at gcross@usatoday.com.
This article originally appeared on USA TODAY: Bath & Body Works opens kiosks in 600 college bookstores. See list.
