Tree Hut Gets a Glow-Up

Affordable bodycare brand Tree Hut is giving its look a long-overdue update, and it’s one that feels very in tune with how people actually use the brand today.

The brand, which launched in 2002, began building a cult following around 2022, fuelled by TikTok and the rise of indulgence-led bodycare — a shift that has also propelled brands like Sol de Janeiro and Sundae.

Tree Hut’s bestselling Shea Sugar Scrub has become a familiar fixture in the “Everything Shower” trend, particularly among Gen Z consumers, who’ve turned scent-stacking, bodycare, and long showers into a full-blown self-care event. According to Mintel, 78% of women aged 18–24 say they’re likely to indulge in an Everything Shower — behaviour that Tree Hut’s new identity is designed to tap into.

The rebrand is less about reinvention and more about finally matching the energy of the existing products people love. Tree Hut has been behind some of the most viral bodycare scents of the past few years — Vanilla, Jelly Bear, and countless seasonal launches — but the brand itself has often faded into the background. “Everyone knows the iconic sugar scrub in the jar, but no one knows it’s Tree Hut. Our glow-up brings the branding up to speed with the virality of products we make,” said Luis Garcia, Chief Marketing Officer at Tree Hut.

Rolling out across packaging, logo, website, and social channels, the refreshed look officially launched on Christmas Day 2025. It’s a slightly unexpected but deliberate move for a family-owned brand grown almost entirely through social media exposure rather than traditional beauty marketing.

“Twixmas is that socially immersive time between Christmas and New Year’s where our community has more downtime to engage and seek entertainment on social and digital platforms,” explained Sarah Craig, Tree Hut’s Associate Director of Integrated Media. In other words: scrolling is at an all-time high, and Tree Hut wanted to be part of it.

The new look was introduced through Sugar, Sugar, a campaign video which started airing across Netflix, Hulu, Disney+, and other streaming platforms on December 25. Created by agency Bakery, the fun and memorable ad keeps things light, product-led, and very on-brand.

“We stopped thinking about Tree Hut as a ‘bodycare brand’ and started thinking about it as an experience and an igniter of a feeling people chase,” said Kerrie Heckel, Partner and Executive Creative Director of Bakery. “The rebrand was about codifying that feeling of confidence, indulgence, play, and building a visual language that makes you feel it instantly, before you ever read a word or open the jar.”

Shoppers will see the new packaging land at Target, Walmart, Ulta Beauty, Amazon, and other major retailers, including Boots in the UK, in early 2026, alongside new scent launches like Violet Victory and Golden Vanilla.