Dewberry returns: The Body Shop revives iconic ’90s scent
A beloved ’90s classic is making a comeback, as The Body Shop announces the return of its iconic Dewberry scent, now "reimagined for a new generation".
Originally launched in 1988, Dewberry quickly gained a devoted following for its sweet, fruity aroma.
It became a defining fragrance of the decade, with its much-loved perfume oil and gift sets helping to strengthen the brand's reputation and earning a spot among its most iconic launches - alongside other favourites like White Musk.
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Although discontinued in 2002, Dewberry never faded from memory. Loyal fans petitioned for its return, and now, their wishes have been answered.
Speaking about the relaunch at a press event this morning, Alia Sirina Hawa, Chief Commercial & Brand Officer, said: "We’re excited to finally be able to share the most anticipated fragrance comeback.
"We’re seeing a huge trend among consumers who are really embracing cultural nostalgia. We saw this with the 80s comeback, and now it’s all about the 90s.
"We’re bringing Dewberry back not just for the nostalgia and memories, but with a bold new perspective that still stays true to the scent everyone loves."
The reimagined Dewberry will launch in stores and online from 27 January. While it stays true to the original scent, the new version introduces modern textures and updated formulations.
The fragrance opens with dewberry notes, fresh green leaves and a hint of eucalyptus, delivering an "energising, vibrant burst". At its heart, soft florals - jasmine, freesia and white lily - add elegance, before settling into a warm base of cedarwood and gentle musk.
It will return across the full product range - Bath & Shower Gel, Perfume Oil, Body Butter, Hand Balm and Fragrance Mist - as before, with the addition of a new Body Yogurt.
Teasing the news on Instagram, The Body Shop has turned up the nostalgia with a purple makeover. Icons have shifted to the Dewberry shade, while a series of posts hinted at what’s to come, declaring: "Some things never go out of style" and "Some legends deserve a comeback".
Fans are already excited, with one user saying: "Dewberry EVERYTHING, please!! Shower gel, soap, lotion, perfume oil… I want it ALL!!"
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The announcement comes as The Body Shop looks to re-engage customers following a challenging period for the brand. Once hailed as a pioneer in sustainability, the retailer has faced rising competition and weakening consumer sentiment in recent years, culminating in its entry into administration in February 2024.
Rescued by Aurea and now led by CEO Mike Janieta, The Body Shop is reconnecting with its heritage while embracing innovation for the future. This vision was exemplified by the launch of a tech-enabled store on London’s Oxford Street last year.
The relaunch of Dewberry appears to reflect the latest step in this strategy, aimed at winning back loyal fans while attracting a new generation of customers.
"It’s an important year for The Body Shop as we celebrate our 50th anniversary, and it’s not just about celebrating our rich heritage, but also about how we’re coming back as a brand - re-establishing ourselves and reaffirming what we stand for," added Hawa.
