Bath & Body Works rolled out the brand's first and limited-edition Black History Month collection. The line features candles, lotions and fragrance mist designed in the traditional art of African mud cloth, according to William Bernard, vice president of design, Stylecaster reports.
Each item has a word that reflects self-acceptance, such as unity, confident, strong and empowered, as seen on Bath & Body Works' website.
Twitter took issue with the line, expressing feelings of capitalistic exploitation of the Black community.
no store that’s not black owned should be selling black history inspired stuff, bath and body works what are you doing??? black history month isn’t valentines. is there a line that america won’t cross for money?
— ♡ umaimah♡ (taylor’s version) (@colouredbraids) January 29, 2022
If you want to support Black creatives, especially those of us in the same industry as Bath and Body Works… please, don’t shop their bullshit Black History Collection.
— Derek Arnell (@derekarnellx) January 31, 2022
Why I’m thinking Bath and Body Works have a new fragrance and it’s the same fragrance only in kente cloth colors ???????? pic.twitter.com/PJpaMlNikb
— Smooth Melanin (@smoothmelanin) January 29, 2022
Bath and Body works slapped kente cloth on them candles and y’all about to eat that shit up. So gullible ???? no new scents, just dashiki style candles and vibes to seal the performance. Support these black businesses and gone about y’all day
— ittfnytab (@blickiddyb) February 1, 2022
Bath and body works really trying it with the BHM candles. Y’all better go find a black owned business and order some candles
— DJ???? (@_princessdj) February 1, 2022
The brand intends to donate $500,000 to the National Urban League and Columbus Urban League. The company also plans to host events to promote Black health and wellness.
"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," Bernard said, according to Stylecaster.
"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, AVP of community relations and philanthropy, said in an official 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."
