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Bath & Body Works gets torched for controversial Black History Month collection

February 4, 2022 | | Print Article

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Bath & Body Works is getting intense blowback for its woke Black History Month-inspired collection that was just revealed in stores and online, unveiling a line of products with Kente Cloth designs on them that capitalize on race for marketing purposes.

“Inspired by joy and empowerment, this collection unites traditional African art with modern-day motifs designed to uplift and inspire,” the retailer proclaimed on its website.

Products feature words such as “unity,” “empowered” and “confident.” The collection includes a 3-in-1 Hair, Face and Body Wash, Foaming Hand Soap, Fine Fragrance Mist, Body Spray, 3-Wick Candles, and two Ultimate Hydration Body Creams.

Bath & Body Works promoted its Black History Month collection in a recent newsletter as well. The fragrance they are pushing is evidently not a new one. Instead, the company repackaged “smile-inducing customer favorites like Champagne Toast, Mahogany Teak, and Coconut Sandalwood.”

The company is donating $500,000 to the National Urban League and the Columbus Urban League via the promotion.

“This Black History Month, Bath & Body Works is proud to continue its longstanding commitment to the Columbus and National Urban Leagues through a $500,000 donation,” Ronak Fields, who is the community relations and philanthropy representative for the company, said in a statement. “These funds will support underserved communities with workforce development and economic empowerment programs throughout America. I am grateful for the opportunity to work at Bath & Body Works and side-by-side with passionate associates who are committed to uplifting our neighbors.”

According to William Bernard, who is the company’s vice president of design, the collection honors the traditional art and storytelling of handmade African mud cloth.

“To me, it beautifully bridges our rich history with a bright future through vibrant colors and inspirational messages. I also think it’s meaningful that a group of black associates, leaders, and partners from Bath & Body Works were a part of the creation, allowing our collective expression to come to life,” he said.

Bath & Body Works also revealed it’s holding internal events and activities focused on black health and wellness, according to Style Caster.

The collection was ripped on social media as pandering to black customers.

One incensed person tweeted, “Bath & Body Works really switched their packaging to a Gullah Gullah Island theme and said, ‘Here ya go, n*****!’”

Another asked, “Hey @bathbodyworks for Black History Month, instead of using African Print on your CURRENT popular scents 🙄 why not tap into actual products the BLACK community would flock to…like your DISCONTINUED coco shea line..or even partner with a black owned vendor.”

“If any of y’all are planning on purchasing any ‘Black History Month’ items from Bath & Body Works, PLEASE unfollow me rn! All these amazing black-owned candle and body care brands and y’all wanna support a company that put kente cloth colors on the same old scents,” another black woman bluntly remarked.

Black women’s lifestyle guide MADAMENOIRE is recommending that customers buy from a black-owned business instead. The outlet is touting Moods by Yemmie, BLK Essence, Perpetual Bliss, Predominantly Black, and Eustress by Hogoé Kpessou. They are also suggesting that people shop at Thirteen Lune, a black-owned retailer focused on “the beauty of inclusion” that features brands started by BIPOCs.

The outrage flowed on Twitter to the marketing ploy:

**WARNING: Language **

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Terresa Monroe-Hamilton
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