EXCLUSIVE: How the Sleepy Girl Mocktail Inspired Bath & Body Works’ Latest Collection

Bath & Body Works is jumping on the sleepy girl mocktail bandwagon.

The company, which reported net sales of $2.8 billion in the fourth quarter, has launched the latest line in its ingredient-led collection. This one specifically focuses on magnesium, the ingredient popularized by the sleepy girl mocktail, and includes Restore Magnesium Body Butter, $21, Body Lotion, $18, Body Wash, $17, Golden Cherry Perfume Mist, $17, and Restore Magnesium Salt Soak, $21.

“Two years ago, we launched the ingredient-led collection, and that whole idea is really meant to be benefit- and ingredient-led versus the majority of our products which are fragrance-led,” said Kristie Lewis, senior vice president of merchandising.

When formulating this collection, which includes offerings with ingredients like hyaluronic acid, colloidal oatmeal and cocoa shea, the team started eyeing the trend of the sleepy girl mocktail, a nighttime beverage featuring magnesium powder that can help boost sleep, and they began considering how this could translate to body care. According to Lewis, the magnesium in the collection, which has been in the works for a year and a half, provides similar benefits to the skin when applied topically that it does to the body when ingested.

“The biggest benefit is the soothing and restoration of the skin,” Lewis said, adding that these core benefits will be highlighted in signage throughout the store.

Some studies also show that topical magnesium can soothe muscles, provide pain relief and boost sleep, as well. According to Lewis, the transition from ingestible magnesium to topical magnesium makes sense for consumers, who tested the product early. It was particularly popular amongst Gen Z.

“This is one that they’re like, ‘Yes, I know magnesium, I’ve been seeing it. It makes total sense that it would move over into skin care,’” she said.

Given the connection to the sleepy girl mocktail, the Bath & Body Works team chose to emphasize specific elements tied to the drink. For starters, the scent across the collection is Golden Cherry, a nod to the tart cherry juice that typically tops a sleepy girl mocktail. In addition, the packaging reflects nighttime rituals.

“The packaging is inspired by the sundown,” Lewis said. “It’s this restorative, calming nature that will help transport the customer to this place of calm, relaxing, cozy sentiment.”

As far as what’s next for Bath & Body Works’ ingredient-led collection, Lewis said consumers are wanting products that offer various levels of hydration for different times of the year, which the company plans to continue tapping into.