On Wednesday, Bath & Body Works reported its second quarter 2026 results, with net sales down 2.3% to $1.5 billion. The Ohio-based body-care and fragrance brand considered the results a positive indication that its “Consumer First Formula” turnaround plan is headed in the right direction.
“While the underlying business remains pressured and our performance is not yet where we want it to be, we are where we expect it to be,” said CEO Daniel Heaf. “We have been clear since introducing the Consumer First Formula nine months ago that returning Bath & Body Works to sustainable growth is a multi-year transformation.”
Part of Heaf’s strategy to return to that growth has been to expand the brand’s distribution into new channels. The brand launched a curated selection on Amazon in February and at Ulta Beauty stores in July as part of its effort to meet consumers where they are. According to Heaf, sales on Amazon “tripled” during Q2 compared to Q1.
“The channel is attracting a higher mix of new-to-brand consumers who skew younger and more affluent while delivering a higher AUR than our own channels, reinforcing our confidence that Amazon can expand our reach and drive incremental growth,” said Heaf.
