Inside Tree Hut’s Viral Brand "Glow Up"
HEALTH & BEAUTY
Tree Hut announces a new brand identity, "Uncontain Yourself," that is an invitation for people to have fun and own their "everything shower" experience.
If you’ve spent any time on TikTok or Instagram lately, you’ve likely seen the "everything shower"—a ritualistic, multi-step self-care routine that has become a cultural phenomenon among Gen Z and Millennials. At the center of this movement is usually a colorful jar of Tree Hut Shea Sugar Scrub.
Despite being America’s #1 Body Scrub brand, Tree Hut realized that while their products were viral, their brand identity was often taking a backseat. Today, the Texas-based company officially unveiled a bold new look and a fresh mantra: “Uncontain Yourself”.
Matching the Brand to the Virality
Tree Hut’s refresh isn't just about a new coat of paint; it’s about aligning the brand’s visual language with the energy of its community. The new identity is anchored by a logo inspired by the famous "goop pull," the satisfying, stretchy texture of the sugar scrub that has launched a thousand ASMR videos.
“Everyone knows the iconic sugar scrub in the jar, but no one knows it’s Tree Hut,” said Luis Garcia, Chief Marketing Officer. “Our glow up brings the branding up to speed with the virality of the products we make.”
The "Twixmas" Premiere
In a strategic move to capture the attention of a socially-immersed audience, Tree Hut debuted its new look on Christmas Day. The launch featured a national ad spot titled “Sugar, Sugar,” which aired across major streaming platforms like Netflix, Hulu, and Disney.
The choice to launch during "Twixmas"—the sleepy period between Christmas and New Year's, was intentional. It’s a time when consumers are historically more engaged with digital entertainment and social media, seeking out the very kind of self-care inspiration Tree Hut provides.
A Complete Ecosystem Refresh
The rebrand, developed in partnership with creative agency Bakery, extends across every touchpoint:
Refreshed Packaging: A vibrant new aesthetic that highlights fragrance and sensorial texture.
New Digital Home: A completely revamped website and social presence designed for self-expression.
Future Innovation: The rollout includes the launch of new scents like Violet Victory and Golden Vanilla.
Empowering the "Everything Shower"
According to data from Mintel, a staggering 78% of women ages 18-24 are likely to indulge in an "everything shower". Tree Hut’s "Uncontain Yourself" campaign is a direct invitation for these consumers to own that experience, turning a daily necessity into a moment of playful indulgence and creative confidence.
Consumers will begin seeing the refreshed packaging at major retailers, including Target, Walmart, Ulta Beauty, and Amazon, as the new look rolls out nationwide in early 2026.
For Tree Hut, this isn't just a makeover; it’s the start of a chapter defined by the belief that self-care should be as fun and expressive as the people who use it.