Body scrub brand Tree Hut announced a new brand identity, “Uncontain Yourself,” that is an invitation for people to have fun and own their “everything shower” experience. 

Driven by the brand’s rapid growth, cultural relevance, and a deep connection with its loyal social community, this glow up brings Tree Hut’s fragrance, creativity, and expressive take to the forefront. 

The full relaunch of the brand’s ecosystem, revealing a refreshed logo, packaging, website, and social presence that embraces self-expression, officially debuted on Christmas Day with a national ad premiere on Netflix, marking a bold new chapter for the brand.

Luis Garcia, Chief Marketing Officer at Tree Hut, said,

“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.”

The evolution of the brand reflects Tree Hut’s mission to brighten your day through scent, sensorial textures, and having fun while doing self-care.

According to Mintel, 78% of women ages 18-24 are likely to indulge in an “everything shower” and Tree Hut is there to help consumers personalize that experience. 

New Brand Identity 

Tree Hut’s launch of its new identity and assets during the busy holiday week is another nod to the brand’s desire to put its social community first. 

Kerrie Heckel, Partner and VP Creative Director of Bakery, said, 

“We stopped thinking about Tree Hut as a ‘body care brand’ and started thinking about it as an experience and an igniter of a feeling people chase. 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.”

With social platforms leading the way for Tree Hut’s big reveal, the refreshed look was also introduced via a new spot called “Sugar, Sugar” that began airing across Netflix, Hulu, Disney, and more on December 25. 

The spot highlights the brand’s top-selling product, Shea Sugar Scrubs. With an audio track that is sure to stick in consumers’ minds, it uniquely ties an iconic, nostalgic song about the term of endearment, “sugar,” back to the real Sugar in Tree Hut’s products. 

Tree Hut’s creative agency of record, Bakery, brought this vision to life by translating the new aesthetic into a product-first visual story. 

Consumers will begin to see Tree Hut’s new look at major retail partners, including Target, Walmart, Ulta Beauty, Amazon, and more, as it rolls out nationwide in early 2026. 

New Packaging Rollout

As the brand’s makeover continues to unfold, Tree Hut will bring it to life through activations, expanded digital storytelling, and future product launches, including brand new scents like Violet Victory and Golden Vanilla. 

This glow up marks the beginning of a new chapter defined by bold character, creative confidence, and the invitation to “Uncontain Yourself.”

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