Victoria's Secret is expanding its competition with Bath & Body Works in the fragrance and beauty sector, focusing on its beauty and fragrance lines. The company's turnaround plan, which includes the creation of Hillary Super as CEO, has four components such as aggressive growth in the beauty sector. This strategy aligns with a shift from L Brands Inc. dominance in shopping malls to a more focused focus on fragrance. In 2025, mass retail beauty sales grew 5% to $72.7 billion year over year, according to Circana. Prestige beauty sales also saw a 4% increase to $36 billion. Victoria's Secret's bottom line has benefited from this trend, with beauty being a consistent growth driver, with low single-digit sales growth. The retailer's focus on perfume is also evident in its home fragrance line and body care sales.