Bath & Body Works has entered the Brazilian market with its first store in São Paulo and a dedicated e-commerce website.

The move is part of the US speciality retailer’s broader international expansion, aimed at markets where demand for fragrance and self-care products is strong.

Shoppers in Brazil will have access to a selection of the of the company’s fragrance ranges.

In its statement, Bath & Body Works said: “In addition to best-sellers and brand icons, Bath & Body Works localises its assortments through a strong franchise partner model.

"By tapping into partners’ deep regional consumer expertise, the brand can refine its approach and curate product offerings that resonate with fragrance preferences across global markets.”

The range also features the Viva collection, originally introduced in the US and built around fragrances inspired by Brazil.

Bath & Body Works said expanding internationally supports its wider goal of increasing brand visibility and reaching new customers.

The company reports operating over 550 locations internationally, spanning more than 45 countries across six continents.

Bath & Body Works CEO Daniel Heaf added: “Brazil is one of the largest and most passionate fragrance markets in the world, making it a natural place for Bath & Body Works. We are excited to bring our fragrances to more consumers and become part of how they express themselves every day.”

The Brazil launch follows a partnership announced last month with Ulta Beauty, under which a range of Bath & Body Works' body care and home fragrance products became available through Ulta's stores and website.

That assortment covered signature scents across fine fragrance mist, body cream and hand soap formats, along with a selection of home fragrance items.

In February, Bath & Body Works opened its first authorised storefront on Amazon's US marketplace, widening distribution of selected fragrance and home products.