Relaunch revealed: How Cowshed is reconnecting with its heritage while evolving for today’s consumer

British bodycare brand Cowshed is relaunching this spring with updated formulations, new packaging, and a refreshed approach rooted in "fragrance, emotional uplift and unapologetic indulgence".

Founded in 1998 at Babington House in Somerset, Cowshed has become known for its bodycare and wellness products inspired by British botanicals.

Rather than focusing on fixes, the brand prioritises how self-care makes people feel, offering scent-led experiences and everyday indulgences for bath, body and home.

With four key strategic focuses - "fragrance-first storytelling, premium product and packaging, design-led, culturally relevant gifting and a confident, intelligent tone of voice" - its evolution positions Cowshed as a modern British heritage brand: one that’s both recognisable and ready to be re-chosen.

The relaunch begins exclusively in Soho House spas and bathrooms this month, before a global retail release on 6 May.

Nick Jones, founder of Soho House, owner of Cowshed, said: "The world doesn’t need another wellness brand - it needs something that feels real, British and grounded in every day life.

"Cowshed has always been about how you feel, rather than how you fix yourself. We’ve simply taken that idea further, staying true to what it’s always been, and made it better."

At the heart of the relaunch is a fragrance-first approach. Developed with master perfumer Virginie Daniau, the new products are designed to meet mood as much as skin needs.

Original fragrance profiles - known for their natural, artisan and therapeutic qualities - have been modernised to offer depth, emotional clarity, and a contemporary olfactive throw.

The new core fragrance families include Relax, Indulge, Replenish, Refresh, Restore and Active, covering products from hand washes to shampoo and conditioner.

"I believe this is the first time the formulations have ever changed since 1998, including the fragrances. So it’s quite a big step - it’s not just a packaging update. We have redesigned every single aspect of the brand to bring it up to a 2026 audience. I think it will be really well received," Kat Kerrigan, Senior Manager of Brand Marketing at Cowshed, told TheIndustry.beauty.

"We know there are so many loyal Cowshed fans as well, which is why some of the more well-known scents within the bath and body ranges have been kept as close as possible to the heart of the original fragrances. They have just been reimagined and modernised."

The reimagined range spans bath and shower gels, hand washes and lotions, scented candles and diffusers, as well as design-led gift sets including the bestselling “Shelfie Set” and signature hampers.

Gifting has become central to Cowshed’s brand expression, from everyday indulgent sets to luxurious hampers, with an expanded range accompanying the relaunch.

Beyond the product range and formulations, Cowshed’s new packaging - developed with Finnish textile and surface designer Reeta Ek - incorporates "untamed botanical forms" and a monotype technique.

"In many ways, we’re going back to what Cowshed was always about. Over the years, it became quite diluted and settled into what the rest of the market was doing. From May onwards, we deliberately want to stand out," said Kerrigan.

Cowshed is also emphasising its British roots: all ingredients and manufacturing are local, and the refreshed branding now reflects its English heritage.

The relaunch begins with an exclusive rollout in Soho House, offering early access to explore the new products ahead of the wider retail launch in May.

"We think it’s fantastic that we have exclusivity with Soho House for a few weeks - it really helps create excitement and buzz," explained Kerrigan.

"But ultimately, we want to open it up so it doesn’t feel too Soho House–centric. Soho House will be the first place the door opens, so to speak, but the bigger story is the full nationwide refresh and rewild, and what that will look like from May onwards."

As part of the wider retail launch, the brand aims to appeal to a broader audience by showcasing its British heritage and modern approach. It plans to anchor itself in British cultural moments and invest in performance media and its digital footprint.

Retail partners include John Lewis and Marks & Spencer, while the brand's website will remain the primary focus for digital engagement.

"Our focus is on cowshed.com, as we want to drive most of our traffic there. That said, we’re also targeting our distribution carefully as part of our positioning to become more premium," added Kerrigan.

"Commercially speaking, we want people to feel like they’re getting that Soho House experience whenever they buy a product. If they really fall in love with the brand - which we hope they do when they visit Cowshed - then that connection stays with them."

Sampling campaigns and a fragrance-led shopping experience on-site will allow customers to explore and select products according to how they feel each day.

"Life isn’t prescriptive, and neither should fragrance be. Our belief is that every day can have a different scent, matching your mood, and that’s what we aim to celebrate," noted Kerrigan.

The brand also emphasises continuous learning from customers to refine offerings and experiences. By Q4 2026, Cowshed aims to firmly establish itself as a gifting destination while maintaining its core identity rooted in British wellness heritage.