Bath & Body Works is entering fabric care.

The corporate will debut its first laundry detergents and scent boosters online and in 80 stores this fall, with plans to later introduce fabric softeners and other products inside the category.

“The client was asking [for fabric care], and we began to take a look at the market, which is over a $13 billion market, and we don’t own any share in it — as a market leader, we thought we had an enormous opportunity,” said Julie Rosen, president of Bath & Body Works.

From now through May 29, members of the Bath & Body Works loyalty program can vote for which Bath & Body Works fragrances they would really like to see in fabric care, with the five hottest elections being available in a members-only early access shopping event preluding the total collection launch.

“All the things we do is fragrance-first, and so we thought that might be an interesting differentiator for us to affix the market,” said Rosen, adding that along with bringing fan-favorite scents to the category, the company’s perfumers are developing latest, laundry-first fragrances for the launch.

“We’ll be launching near 18 fragrances — we’re going on the market in a giant way,” said Rosen.

Since launching nationwide in August 2022, the Bath & Body Works loyalty program has grown to 38 million members, who account for two-thirds of the corporate’s sales. The corporate posted $4.6 billion in sales last yr, earning it the number 11 spot on WWD Beauty Inc’s list of the highest 100 beauty manufacturers in 2022.

The corporate’s men’s business was its fastest-growing category inside body care.

“Not only do we’ve got a high retention rate, but we’ve got a high data capture rate, so we are able to take that data and begin to do some personalized, segmented marketing,” she said. “We’ll begin to see after we launch who’s buying laundry and who should we be targeting with laundry as we launch latest scents.”

To complement the foray, Bath & Body Works will roll out influencer and celebrity product seedings, tap consumers and store associates for UGC and host an internet site takeover to highlight the launch this fall.

“There’s this concept of being ‘counter proud,’ where the laundry room has change into a crucial room — it’s now not relegated to the basement or the lower level. We see this as a method to elevate our brand, and elevate the mundane, which laundry type of is usually,” said Rosen.