Bath & Body Works

Who is the Brand behind Bath & Body Works?

L Brands, Inc. (formerly known as Limited Brands, Inc. and The Limited, Inc.) is an American fashion retailer based in Columbus, Ohio.

Its flagship brands include Victoria’s Secret and Bath & Body Works. L Brands posted $12.63 billion in revenue in 2017, and was listed as 231 in the 2018 Fortune 500 list of largest United States companies by revenue.[4]

Early history

Bella Cabakoff was born in Williamsburg, Brooklyn and moved to Columbus as a toddler.[5] At age 21, she became the youngest buyer for the Lazarus department storechain. After spending over 20 years working for Lazarus, in 1951 she and her husband Harry Wexner opened a women’s clothing store named Leslie’s (after their son) on State Street. This store became the training ground for Leslie “Les” Wexner. In 1963, he borrowed $5,000 from his aunt and $5,000 from the bank and opened a store at the Kingsdale Shopping Center in Upper Arlington, Ohio. This store was named “The Limited” because the store focused on clothing for younger women, unlike his parents’ general merchandise store. Later in 1964, Bella and Harry closed their store to join their son in his venture.[citation needed]

The original board consisted of only the three family members and longtime friend Jim Waldron, who served as Senior Vice President. Bella Wexner served as secretary until her death in 2001, Harry as chairman (he served until his death in 1975), and Leslie succeeded his father as the chairman and later became CEO. As of 2014 he and his family continue to own 17% of LB. In 1969, Wexner took The Limited Brands public and sold 47,600 share at $7.25 a share. In 1977, The Limited moved into its main headquarters on Morse Road in Columbus, from which L Brands still operates today. In 1982, The Limited was first listed on the New York Stock Exchange.[6]

Acquisitions and divestitures

The 1980s started a string of acquisitions. In 1982, the Victoria’s Secret brand, store, and catalogue were purchased from Roy Raymondfor $1 million.[7] Also in 1982, 207 Lane Bryantstores were purchased. In 1985, the exclusive Henri Bendel store on Fifth Avenue in New York City was purchased for $10 million and 798 Lerner stores for $297 million. Finally, in 1988, 25 Abercrombie & Fitch stores were purchased for $46 million. In 1996 The Limited ended its ownership of the A&F brand, when it was spun off into a publicly traded company.[8]

The 1990s saw the initial development of the Limited Too, Bath & Body Works, Structure, and Victoria’s Secret Beauty. Later in 1998, several Bath & Body Works stores were converted to The White Barn Candle Company stores to begin a home fragrance brand.[citation needed]

In 2005 Limited Brands purchased home fragrance manufacturer Slatkin & Company.[9]

On August 3, 2007, Limited Brands sold 75% ownership of its flagship Limited chain to buyout firm Sun Capital Partners, Inc. In 2010, the remaining 25% of shares were also purchased by Sun Capital. Stefan M. Seligfrom Bank of America was involved in these deals.[10] The Limited announced on its website that all The Limited stores in the United States had officially closed their doors on January 7, 2017. The web retail operation of The Limited stores,, was announced to continue to be open for business and ship nationwide.[11]Despite this, The Limited online also soon filed for bankruptcy and discontinued all services.[12]However, the brand was revived in mid-2017 by Sycamore Partners subsidiary Belk and Limited-branded merchandise is available on its website.[13]


L Brands currently operates the following retail brands:

Although not part of L Brands, they also have distribution rights (exclusive or non-exclusive) for the following brands:

Previous brands that were spun off include:


  1. ^ Jump up to:a b c Limited Brands (LTD) annual SEC income statement filing via Wikinvest
  2. ^ Jump up to:a b Limited Brands (LTD) annual SEC balance sheet filing via Wikinvest
  3. ^
  4. ^ “L Brands”. Fortune. Retrieved 2018-11-25.
  5. ^ Wexner obituary in the New York Times
  6. ^ “L Brands – Heritage”. Retrieved 25 August 2017.
  7. ^ “L Brands – Heritage”. Retrieved 25 August 2017.
  8. ^ “COMPANY NEWS; LIMITED TO SPIN OFF ITS STAKE IN ABERCROMBIE & FITCH”. The New York Times. Retrieved 14 January 2015.
  9. ^ Dash, Eric (13 May 2005). “Limited Is Said To Be Buying Home Fragrance Maker”. The New York Times. Retrieved 5 December2012.
  10. ^ Dana, Mattioli (7 November 2013). “Bank of America’s Selig Nominated for Commerce Department Post”. WSJ. Retrieved 14 May2014.
  11. ^ “The Limited shutters all of its stores nationwide”. Fox 61. Fox 61. 8 January 2017. Retrieved 8 January 2017.
  12. ^ Limited. “Coming Soon – The Limited ™”. Retrieved 25 August 2017.
  13. ^ [1]
  14. ^ Limited Brands spins off last of its apparel stores, 2007 Associated Press/The Philadelphia Inquirer.
Bath & Body Works

What was your favorite Bath & Body Works Scent in the 90’s?

Perhaps it was a body spray you kept stashed in your locker. Perhaps it was a shower gel you pulled out for special occasions (homecoming, the Sadie Hawkins dance, your big science presentation on porpoises). Or maybe it was a body lotion that you slathered all over your legs before debuting your fresh new bubble skirt. 

Whatever it was, it was your signature. Your calling card. Your favorite Bath & Body Works scent

Now, a lot of those fragrances are technically retired — although you can still find most of them on the Bath & Body Works website. Others, like Sweet Pea and Warm Vanilla Sugar, are still going strong. And, according to a rep, the store brings back a few old favorites each year as part of its semi-annual sale.

But which classic scent reigns supreme? We realize everyone’s loyalties are different, so it’s hard to pick a true, objective winner. But that’s never stopped us from ranking anything before, so we pooled our nostalgia resources here and did it anyway.

14. Pearberry



We had a hard time finding anyone who remembered Pearberry, a scent that combines two okay smells — pears and berries — into something that is also okay. Would be better as a room spray.

13. Country Apple

Country Apple.


Country Apple does not necessarily match its name. It smells more like cider than an apple in the open air. Though, it mostly smells like “straight up shampoo.”

12. (Sheer) Freesia



A scent called “Freesia” is currently featured on the Retired section of the Bath & Body Works website. We assume this is an updated version of Sheer Freesia, which was a delightful, even delicate scent; however, as we learned from the deeply upsetting reviews.

11. Cotton Blossom

Cotton Blossom.


A pleasant scent, but not one particularly unique to Bath & Body Works. Plus, seems suited for a candle, not for a spritz before AP Chem. 

10. Twilight Woods

Twilight Woods.


This is the rare Bath & Body Works “night fragrance,” which refers to a fragrance that is definitely to be worn at night (before curfew). Twilight Woods is not the best night fragrance at Bath & Body Works, but it is good. Think vanilla, fruit that is dark in color, a musk of some kind. Perfect for a cozy night of pretending to watch Almost Famous with your high school BF.

9. Sun-Ripened Raspberry

Sun-Ripened Raspberry

In the early aughts, sticky bottles of this cloying scent occupied the wire bathroom shelves of teens everywhere. Yes, Sun-Ripened Raspberry is iconic, but we do not recommend smelling it in 2018. Let the haze of nostalgia win this time.

8. Plumeria



The light, floral Plumeria was a surprising favorite among Mashable staffers. It also has by far the most beautiful name — if you, for some reason, wanted to downplay the fact that you’re wearing Bath & Body Works, please know that “I’m wearing Plumeria” sounds fancy as hell.

7. Mango Mandarin

Mango Mandarin.


A citrus icon! Mango Mandarin is one of those scents that feels distinctly middle school, which is great, because a lot of people wore it in middle school. It smells like an orange Creamsicle, but if someone tried to make them healthy.

6. Juniper Breeze

Juniper Breeze.


We are extremely inspired by the color of Juniper Breeze, which falls at the exact median of its two components: juniper berries and “evergreens.”

5. Moonlight Path

Moonlight Path.


Moonlight Path is Bath & Body Works’s foremost night fragrance. It has a devoted following. It is also by far Bath & Body Works’s sexiest offering. Do with that information what you will!

4. Japanese Cherry Blossom

Japanese Cherry Blossom.


This is a scent for cool people. If the inside of someone’s locker smelled like Japanese Cherry Blossom, that locker also contained a neon plastic mirror and a collection of glitter stickers so vast, they were visible from a full twenty lockers away. Even today, the delicate fragrance is a real “crowd pleaser” — even if glitter stickers are still waiting for their true renaissance.

3. Cucumber Melon

Cucumber Melon.


Honestly, we don’t have jokes to make about this one. Cucumber Melon is a crisp, classic icon — the flattering mid-rise jean of fragrances. It’s even… subtle? Dang.

2. Warm Vanilla Sugar

Warm Vanilla Sugar.


Now and forever, Warm Vanilla Sugar will help you take your cozy scent game to the next level. Candles, lotion, hand soap, shower gel — there’s no such thing as too much Warm Vanilla Sugar, because you’re going to smell like a cookie no matter what. Plus, smelling like food will probably make dogs lick you! Incredible.

1. Sweet Pea

Sweet Pea.


Sweet Pea, queen of scents, embodies everything that makes Bath & Body Works so great. Think about it: it’s pink. It has a name that could also be the name of a show pony. Its scent is extremely vague but somehow still overpowering. It’s perfect. Douse your life in it.

Bath & Body Works

Why should you use hand sanitizer?

You know you need to keep your hands clean. As much as your hands serve you, they also put germs in contact with your mouth, eyes, nose, and many other parts of your body. We hope you’re already washing your hands with soap and warm water multiple times a day, as that is the best way to clean them, but another worthy alternative is hand sanitizer. If you haven’t already made this germ-fighter a staple on your shopping list, you may want to do so after learning about the benefits of hand sanitizer.


Benefit 1: Cleanliness

This shouldn’t come as much of a surprise. One of the foremost benefits of hand sanitizer is just that: It sanitizes. These products were designed to kill germs, and they get the job done. When used properly, hand sanitizers can eliminate 99.9% of the germs on your hands. The CDC recommends washing your hands any time you’re around food (preparing it or eating it), animals, garbage, and more. When you find yourself in these situations, hand sanitizer is the perfect addition to (or occasional replacement for) washing your hands with soap and water.

Benefit 2: Portability

Last time we checked, you can’t take a sink on the go. In those situations where you need to wash your hands, there isn’t always going to be soap and water available. You can slip a small bottle of hand sanitizer in your glove compartment, a purse, or even your pocket for situations where you might want to wash your hands but either can’t find a sink or waiting for one is inconvenient (think long lines or far away restrooms). It’s perfect for when you’re grabbing a snack at a sporting event or have just left a public space, like the grocery store.

Benefit 3: Great for Group Settings

At the office, in the classroom, or in any space with lots of foot traffic, germs spread quickly. And even if you’re not getting ready to eat or taking out the garbage, other people’s germs can affect you (especially in close quarters). That’s why having hand sanitizer available is ideal for group settings. Teachers, students, and office workers can kill germs periodically throughout the day without having to leave their classroom or desk, and gym-goers can use a squirt of hand sanitizer before hopping on the next workout machine.

Benefit 4: Less Risk for Disease

Especially during flu season, minimizing your exposure to other people’s germs is crucial for your health. When you take a moment to sanitize your hands a few times throughout the day, you reduce your chances of getting sick. Even a quick trip to a friend’s house or the store can expose you to germs that could cause a cold, the flu, or other illnesses, so keeping your hands as clean as possible is important.

Benefit 5: Softer-Feeling Hands

This might be one of the most surprising benefits of hand sanitizer, but it isn’t too good to be true. Hand sanitizers that do not contain alcohol can actually improve the texture of the skin on your hands (note that hand sanitizers with alcoholwon’t have this effect). Some hand sanitizers contain emollients that soften your skin, giving you nicer-looking and smoother hands. You’ll definitely notice a difference in how moisturized your skin feels and looks. Avoid hand sanitizers that contain alcohol, as they wash away the skin’s natural oils and can cause the skin to crack, which in turns creates an entry point for bacteria.

There are many benefits of hand sanitizer, from fighting germs efficiently to fighting them conveniently (and even improving your skin). Without a doubt, using this germ-fighting product regularly throughout the day will boost your cleanliness and your health no matter where life takes you.


The Unicorn Craze, Explained

Have you noticed over the last year Bath & Body Works keeps introducing Unicorn products? It seems everywhere you look there is a new unicorn product. From pocketbac holders to bath fizzies there are unicorns everywhere.

Humans have been fascinated with unicorns for centuries. Now they’re all over cosmetics and spa products. What’s driving our current obsession?
Our fascination with unicorns is nothing new. For at least two millennia, people in Europe, Asia, and the Middle East have imagined horned horse-like animals with magical powers. But at various points in history–depending on the cultural climate–unicorns have represented different things. They’ve been terrifying beasts that would pierce you in the stomach or sexual-charged creatures associated with virgins. “Every generation has its own version of any monster,” Diana Peterfreund, the author of two popular books about unicorns, tells me.”In the Middle Ages, the unicorn was connected to the Christ figure. In Scotland, the unicorn was symbolic of the battle for independence.”

So what does our current obsession with unicorns tell us about our own culture?

“One distinct quality about unicorns we’ve clung to lately is their rarity,” “People talk about spotting a unicorn or finding a unicorn as something that is extremely rare.” “To people here in America in the 21st century, what we think of the most when it comes to unicorns is the sparkly part,” The version of unicorns we’re seeing now are inspired by touchstones of children of the ’90s: Lisa Frank, My Little Pony, Care Bears. For women in their twenties and thirties, that might seem like a happier time. “People are looking for an escape from reality,” “One of the main reasons for this is probably that the current climate is not the brightest.”

Bath & Body Works

Bath & Body Works Wallflowers vs. Candles. Which is best?

On several Facebook pages I have seen this debate go on and on. I guess it all boils down to personal preference.

I know there are lots of die hard Bath & Body Works candle fans out there. Bath & Body Works has even dedicated a special day once a year for the annual candle sale. Which seems to be becoming increasingly more popular every year.

Personally I tend to lean towards Wallflowers but all my life I have lived in a home where candles where deemed a fire hazard. Even at 40 years old I am still deemed not responsible enough to play with fire.

Wallflowers are constantly giving off scent. All you do is plug them in and you never have to worry about it again until it runs out. While candles you have to make sure you put them completely out so that your home doesn’t go up in a fiery blaze.

Which do you prefer and why?


Have a New Year’s Resolution? You’ll need a fragrance to match

Planning new ways to improve your life, yourself, your scent in 2019? We’ve got the fragrances to match all of your new year resolutions.

Get Fit

Eating right and boosting your exercise routine is an admirable goal. If you need a whiff of inspiration before you hit the gym, spray Bath & Body Works Energy on your wrists. Orange Essential Oil invigorates & uplifts. Ginger Essential Oil energizes your senses, this fragrance contributes to feelings of alertness and will leave you smelling great before and after an intense workout.

Up Your Social Life

We know, we know: it’s always easier to duck under the covers – especially in winter months – but fulfilling and ramping up your social commitments can help ease the post-holiday blues. For an extra dose of confidence, try dabbing a bit of Bath & Body Works Happiness perfume oil on your wrists. Bergamot Essential Oil creates a sense of wellbeing. Mandarin Essential Oil helps improve mood to provide a relaxing scent-sory experience that might even start conversation!

Boost Confidence

You know the mantra: New Year, New You. Embrace change, focus on the positives and smell positively delicious while doing it. Try Bath & Body Works Comfort, Vanilla Absolute encourages relaxation. Patchouli Essential Oil creates a sense of harmony.

Bath & Body Works

Do you know what POPSUGAR Beauty has named as Bath & Body Works Best new product of 2018?

Bath & Body Works is already your go-to destination for candles, affordable bath products, and every scented lotion under the sun . . . but now you can check bath bombs and face masks off your shopping list all in one go! The brand has launched facial sheet masks, which have been named as the best Bath & Body Works product that was launched in 2018 by POPSUGAR Beauty. The face masks are available in a variety of scents and ingredients. 

Each mask uses a key ingredient, such as cooling cucumber or soothing jojoba oil, that will revitalize skin. Shop the new masks below, and prepare to spoil your face and your body.