Bath & Body Works is launching Fruit Fusion, a juicy new body care franchise built around fruit-forward fragrance and real, lasting hydration, with actress, singer and cultural icon Hilary Duff as brand ambassador and creative partner.
Fruit Fusion is a clear expression of Bath & Body Works’ Consumer First Formula. The brand’s strategic transformation plan places the consumer at the center of every decision, uniting product innovation, elevated design, and a culturally relevant campaign leveraging Hilary Duff.
Fruit Fusion will launch online and in stores across the U.S. and Canada on July 6. The lineup features four juicy, on-trend scents: Watermelon Whirl, Tangerine Twirl, Berry Bliss and Banana Blend. Forms include All Day Moisture Body Wash, Smooth & Soothe Body Cream, Perfume Mist for Body & Hair, Lip Oil, PocketSpray Hand Sanitizer and more, allowing customers to personalize routines through layering.
A longtime Bath & Body Works fan, Duff serves as a creative partner in bringing the collection to life. Coming off her Sports Illustrated Swimsuit feature, she brings real confidence to the campaign, an energy woven throughout the creative. Her body-positivity and genuine love of Bath & Body Works products align naturally with Fruit Fusion, which centers on feeling good and building routines that work. Much like Bath & Body Works, she is appearing in a fresh, energized way, making this a true partnership between two like-minded brands.
“For me, it’s always about feeling good in your own skin and choosing what works for you,” Duff said. “I look for products that work with my routine and provide real benefits. Fruit Fusion by Bath & Body Works fits into that perfectly. The scents are joyful, the products actually deliver, and it’s something I genuinely look forward to using.”
This summer, Duff returns to touring for the first time in 18 years, with a new album and a new chapter that has reignited fan devotion across generations. Bath & Body Works, itself on a path of brand evolution under new leadership, recognized the alignment.
“Fruit Fusion is a clear example of our Consumer First Formula in action,” said Veronique Gabai, chief brand & product officer of Bath & Body Works. “We’re focused on creating high-quality, innovative products that deliver real performance and make people feel good, while showing up in ways that feel authentic and relevant. This launch brings that together, from innovation and design to the partnership with Hilary, in a way that genuinely connects with our customers.”
The Fruit Fusion formulas are dermatologist-approved, vegan and made without sulfates, parabens, and phthalates. They pair perfumer-crafted fragrances with skin-focused ingredients including shea butter, coconut oil and hyaluronic acid to deliver more hydrated skin that feels soft and smooth while helping maintain the natural moisture barrier. The launch also introduces bright, playful packaging with new bottle architecture and soft-touch finishes.
At the center of the launch is a 360-degree marketing campaign, one of the most comprehensive in the brand’s history. Duff brings the collection into her everyday routine across her Instagram and TikTok channels, reaching more than 30 million followers, reinforcing the authenticity of the partnership and showing how Fruit Fusion fits naturally into daily life.
Fruit Fusion is designed as a long-term franchise, with new scents and formats planned over time. It is the latest proof point of where Bath & Body Works is headed: a brand that leads with performance, shows up in culture, and builds products consumers come back to every day.
For more information and to shop all Fruit Fusion products, visit www.bathandbodyworks.ca.
