Victoria's Secret uses fashion show to push beauty and Pink expansion

· Retail & E-commerce · United States

Victoria's Secret is using its 2026 fashion show as a platform to promote an expansion into beauty, including its first-ever skin-care partnership. Amy Kocourek, president of Victoria's Secret & PINK beauty, described the strategy in a Glossy interview ahead of the show. Separately, Ali Dillon, president of the PINK brand, has refocused the once-neglected label on its core 18- to 24-year-old customer, giving PINK a primetime slot at the event. The twin pushes show the retailer leaning on its runway spectacle to rebuild relevance beyond lingerie and reach younger shoppers.

Why it matters：Lingerie retailers are stretching into beauty and youth brands to lift basket size and footfall, and how they convert a show's attention into sales will be watched across specialty retail.

Key points

  • Victoria's Secret is pursuing its first-ever skin-care partnership as part of the beauty push.
  • Amy Kocourek is president of Victoria's Secret & PINK beauty.
  • PINK president Ali Dillon refocused the brand on 18- to 24-year-olds.

Sources (original reporting)

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