Dewberry by The Body Shop is Coming Back for a New Generation
Laura McQuarrie — January 21, 2026 — Fashion
References: thebodyshop & theindustry.beauty
This year, the sweet and juicy scent of Dewberry by The Body Shop, with the clean, comforting touch of powdery musk and fresh, floral jasmine, is officially making a comeback.
A new generation that never experienced the late 80s and 90s has become deeply enamored with the throwback aesthetics and culture, fueling a wave of product revivals as brands capitalize on borrowed nostalgia. In 2026, The Body Shop is celebrating its 50th anniversary and the strategic relaunch of Dewberry (first launched in 1988) is poised to win back loyal fans and attract a new generation of customers. Soon, longtime customers and newcomers to the iconic bodycare brand can look forward to experiencing the scent of Dewberry in the form of shower gel, body yogurt, hand balm, and more.
A new generation that never experienced the late 80s and 90s has become deeply enamored with the throwback aesthetics and culture, fueling a wave of product revivals as brands capitalize on borrowed nostalgia. In 2026, The Body Shop is celebrating its 50th anniversary and the strategic relaunch of Dewberry (first launched in 1988) is poised to win back loyal fans and attract a new generation of customers. Soon, longtime customers and newcomers to the iconic bodycare brand can look forward to experiencing the scent of Dewberry in the form of shower gel, body yogurt, hand balm, and more.
Trend Themes
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Nostalgia-driven Scent Revivals — Brands are rediscovering the power of nostalgia-driven scent revivals to tap into emotional connections with both new and existing consumers.
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Multi-format Fragrance Offerings — Expanding fragrance lines to include a variety of product formats presents opportunities for brands to increase customer touchpoints and daily engagement.
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Anniversary-driven Product Launches — Significant anniversaries present strategic moments for brands to reintroduce or enhance iconic products, heightening consumer anticipation and engagement.
Industry Implications
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Personal Care Products — The personal care products industry benefits from leveraging nostalgic scents to innovate product lines and invigorate consumer interest.
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Fragrance Manufacturing — Fragrance manufacturers can capitalize on the resurging popularity of vintage scents to attract both historical enthusiasts and new customers.
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Retail and Consumer Goods — In retail and consumer goods, integrating legacy products with modern marketing strategies revitalizes brand loyalty.
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