Hillary Super, who took the helm as chief executive of Victoria’s Secret two years ago, has embarked on a strategic effort to revive Pink, the lingerie retailer’s sister brand aimed at younger women, after the label’s sales halved over the past decade. Once a significant contributor to Victoria’s Secret’s revenue, Pink had lost its distinct identity, becoming perceived internally as a budget version of the main brand rather than a separate business with its own personality.

Recognizing the urgency to revitalize Pink, Super prioritized reshaping the brand’s image, product offerings, and customer focus. “We lost a ton of business,” Super said, explaining that the brand’s decline was partly due to how it was managed. Historically, Pink targeted teenage girls and college-aged women with youthful loungewear, sleepwear, and underwear. At its peak around 2018, Pink generated approximately $3 billion annually, partly fueled by high-profile marketing campaigns and appearances during Victoria’s Secret’s televised fashion shows.

However, evolving consumer preferences and cultural shifts challenged Pink’s relevance. The broader lingerie market moved toward inclusive and comfortable designs, while Victoria’s Secret’s formerly sex-focused branding became increasingly criticized amid the #MeToo movement and associated controversies. The company, which was long controlled by Leslie Wexner, faced additional scrutiny due to its ties to Jeffrey Epstein, whose federal sex-trafficking charges and associations with Victoria’s Secret and Wexner led to leadership changes, including Wexner’s departure.

Sales declines persisted, and after a failed majority-stake sale to private equity in 2020, Victoria’s Secret and Pink were spun off in 2021 as a publicly traded company, Victoria’s Secret & Co. In 2024, Super—bringing experience from leading Rihanna’s Savage X Fenty label—introduced a turnaround plan focused on refreshing product lines, streamlining supply chains, and reimagining the company’s vision of sexiness to be more modern and inclusive.

Pink has played a central role in the company’s recovery efforts, with recent quarterly sales growth reported in the high single digits, marking its fifth consecutive quarter of increases. Analyst Simeon Siegel noted that Pink remains a “multibillion-dollar business” crucial to Victoria’s Secret’s overall performance. The company’s stock price has risen over 39 percent so far this year.

Ali Dillon, the new president of Pink, emphasizes the brand’s renewed focus on a “bold, playful, irreverent” identity distinct from Victoria’s Secret’s “sexy, glamorous, luxurious” positioning. She described Pink’s target demographic—women aged 18 to 24—as fun-loving and expressive, traits the brand aims to capture through styling and customer experience.

Pink is sold primarily through about 800 Victoria’s Secret stores across North America, with roughly 60 standalone locations. The company plans to remodel about 40 percent of its stores by the end of the year to reflect the refreshed Pink concept, exemplified by a newly opened flagship in Manhattan’s SoHo neighborhood, which features an immersive pink-themed environment and personalized customer engagement.

Looking ahead, Pink will also have a dedicated segment in Victoria’s Secret’s annual fashion show scheduled in Los Angeles this October, signaling the brand’s return to prominence. According to Super, Pink is not a softened version of Victoria’s Secret but represents a unique viewpoint aimed at winning back young consumers and strengthening Victoria’s Secret’s overall market position.