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Celebrate Valentine’s Day Early With the Bath & Body Works x Sweethearts Collection That’s Just as Sweet as the Heart-shaped Candies Themselves

When a famed body care brand teams up with the confectionary company behind nostalgia-inducing conversation hearts, magic happens.

By Stacia Datskovska Plus Icon

Stacia Datskovska

Senior Commerce Writer for WWD

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January 13, 2025, 9:43am

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three products from body care company bath & body works arranged on a sea of sweethearts candies; a woman looking off to the side while holding said candy in her mouth

Courtesy Bath & Body Works

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Your month is about to get sweeter: Bath & Body Works just released a batch of 20 brand-new products in collaboration with Sweethearts, the brand known for their Valentine’s Day candy hearts bearing cheeky messages like “Be Mine,” “Me + You,” and “Wink Wink.” The collection spans categories like body care — Bath & Body Works’ holy grail — home decor, candles, and beyond, with prices starting at $1.95. There are also the Sweetheart Shea-Infused Lounge Socks on offer for those who like their feet to stay toasty and moisturized, as well as the Sweethearts Cross Body Bag for hauling your favorite candy-colored essentials around. All items come in charming packaging marked by bright hues and high-contrast graphics.

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“When it comes to our partnerships, we are proud to work with iconic brands and bring their products to life through scent,” Kristie Lewis, Senior Vice President of Merchandising at Bath & Body Works tells WWD. “We are so excited to partner with Sweethearts as they are the quintessential V-Day treat.”

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hand holding bottle of body wash with foam on its sides, and two bottles in the background in front of a pink shower wall

The new collection arrived just in time for Valentine’s Day, offering body washes, hand creams, and fragrance mists that will fill swap your winter blues for sweetness and love. Courtesy Bath & Body Works

Buzz-generating collaborations are the modus operandi for Bath & Body Works, a brand founded in 1990 that manages to stay relevant by frequently mining cultural moments and seasonal happenings to provide customers with fresh spins on their cult-favorite lineup.

Last March, for instance, the brand released over 30 “Bridgerton”-inspired products in lockstep with the show’s much-anticipated third season, spanning from soaps to hand sanitizers. The collection’s never-before-smelled fragrances were very much in line with the whole “opulence during England’s Regency era” theme, including those with notes of champagne, tea, and old books found in a well-appointed study. In general, Bath & Body Works has a history of teaming up with Netflix hit shows the likes of “Stranger Things” and “Emily in Paris” — thereby teleporting fans to fictional environments without ever having to leave home. The latter collection tapped into the unrepeatable je ne sais quoi of the City of Light, by way of body care and home products like the Paris Amour Three-Wick Candle (with hints of French tulips and sparkling pink champagne).

The Sweethearts origin story similarly deserves some context. This household-name candy brand started all the way back in the 1860s, when a man named Daniel Chase developed a way to press food dye letters into candy lozenges. This method and its subsequent outcome — the candy hearts we know today — were then popularized by his brother and owner of the New England Confectionery Company, Oliver Chase. Originally shared as wedding favors, these tiny delights soon won the wider public’s affection and started being sold everywhere. The sayings on them evolved with the times and are now bite-sized representations of societal progress: morphing from “Fax Me” to “Text Me,” for example, and recently embracing Gen Z–approved lexicon like “Goat,” “Luv U Fam,” and “On Fleek.” Notably, last Valentine’s Day, Sweethearts released what they called “Situationship Boxes” in a nod to modern romance — featuring hazy print with the intention of being “as blurry as your relationship.”

You’ll find no shortage of goodies to snag from Sweethearts’ entrance into the Bath & Body Works universe — which will make the perfect romantic gifts fit for your wife, girlfriend, best friend, or yourself (self-love should be status quo, after all!) — and we’d be remiss not to call out the highlight of this Cupid Day-themed drop, which is the limited-edition scent 4Ever Sweet that Bath & Body Works released just for the occasion.

collection of items including hand sanitizer, bath sponge, fuzzy socks, and mists in bright, high-contrast colors, resting in a heart-shaped box

Every last item here is giftable, from the ‘UR Cute’ Shea Socks to the ‘You + Me’ Bath Sponge. Courtesy Bath & Body Works

The fragrance — which graces products like the 4Ever Sweet Fine Fragrance Mist, Ultimate Hydration Body Cream, Lip Oil, Bath Fizzy, and PocketBac Hand Sanitizer — is punctuated by notes of candied grape, sweet berry, and powdered sugar. In short, it offers an instant hit of happiness with a hearty serving of nostalgia. “It really captures the authentic essence and memory we all have of opening that box of Sweethearts candy,” Lewis says of 4Ever Sweet.

Those with a soft spot for saccharine scents will be happy to know Bath & Body Works has many more Valentine’s Day selections on offer that will help you smell like a fruit or flower ripe for the picking. Among these are the Strawberry Pound Cake Body Wash, Sweetheart Cherry Gentle & Clean Foaming Hand Soap, and Rose Vanilla Eau de Parfum, which will grant your skin the love it deserves in any season… but especially the season of amore.

With the Bath & Body Works x Sweethearts collab, those of us who remember sending classmates and friends clandestine messages via Sweethearts’ Conversation Hearts are in for a trip down memory lane. Order fast, though — something this cutesy and endearing won’t last long.

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Meet the Author

Stacia Datskovska is a Senior Commerce Writer at WWD. Previously, she worked at ELLE DECOR as an assistant digital editor, covering all things luxury, culture, and lifestyle through a design lens. Her bylines over the past five years have appeared in USA Today, Baltimore Sun, Teen Vogue, Boston Globe, Food & Wine, and more. Prior to joining ELLE DECOR, Datskovska learned the ins and outs of e-commerce at Mashable, where she tested products, covered tentpole sales events, and curated gift guide roundups. She graduated from NYU with a bachelor’s degree in journalism and international relations. Datskovska regularly reports on trending collaborations and seasonal product offerings.

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