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Hilary Duff is stepping into a new role as Bath & Body Works’ ambassador and creative partner for the brand’s Fruit Fusion campaign
Duff says the new line’s fruit-forward scents reflect a shift from the “heavy, woodsy and kind of masculine” fragrances she once loved
The actress and singer also tells PEOPLE she’s currently in her “bright, happy phase” as she balances a summer tour, being a mom of four and more
No one is joy-maxxing harder than Hilary Duff right now — or the thousands of fans showing up to her Lucky Me tour wearing butterfly clips, body glitter and sequin minis.
More than two decades after helping define early-aughts culture, the singer and actress has found herself in the middle of a full-blown Y2K revival, with fans leaning all the way into the Lizzie McGuire energy that first made them fall in love with her. But for Duff, this chapter isn’t about looking backward. Between returning to tour life after more than a decade, managing life as a mom of four and stepping into a major new beauty partnership with Bath & Body Works, she’s embracing a season that feels distinctly new.
Duff has joined Bath & Body Works as the brand’s ambassador and creative partner for its Fruit Fusion campaign, which introduces four fruit-forward fragrances— Watermelon Whirl, Berry Bliss, Tangerine Twirl and Banana Blend —paired with hydration-focused products. The collection, priced from $4.95 to $18.95, includes body care, perfume mists, lip oil, hand sanitizers and accessories, available now in stores and online.
The collaboration feels not only organic, but a “celebration” of where Duff is in her life right now.
“This brand has been a part of my life since before I can remember. It was the first store where I got to form my identity in a beauty space and start to not buy what my mom had been buying me,” she tells PEOPLE. “But also, the new and improved ingredients and packaging are just very joyful and fun and resonate with exactly what I’m doing right now in my own life. I’m in my bright, happy phase, and these products and the scents really speak to that.”
Hilary Duff stars in Bath & Body Works latest campaign.Credit: Bath & Body Works
Her confidence and joy shine bright in the campaign video and images. “I look so badass,” Duff says with pride. “I look hydrated, moisturized, juicy, all the things that we want to look like.”
The scent itself also mirrors the shift she says she’s felt in her own life. “It’s sweet. And there was a stage of my life where everything was very heavy and woodsy and kind of masculine, and I’m not in that era at all right now. So this is helping me out.”
Bath & Body Works launches Fruit Fusion, a juicy new body care franchise built around fruit-forward fragrance and real, lasting hydration, with Hilary Duff as brand ambassador and creative partner.Credit: Bath & Body Works
Duff says her approach to beauty has also evolved greatly from her 20s, becoming less about excess and more about what actually works when you’re busy trying to get four children out the door. (Duff shares daughters Banks, 7, Mae, 5, and Townes, 2, with husband Mathew Koma, and son Luca, 14, with ex-husband Mike Comrie.)
“I used to spend hours getting ready. We [moms] have four minutes to get ourselves together. My kids come first. I feel much better about myself when I use the few tried-and-true products that I know work. I’m also a huge water drinker. I put tons of powders in my drinks. I try to do it from the inside out. And I love brands being transparent about what they’re putting in their products.”
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She’s also been open about loving skincare treatments and tweakments too. “I do all the things. I love Botox. I’m obsessed with microneedling and salmon sperm [facials]. It [salmon sperm] works so well. I’m making my husband do it. He’s obsessed. He loves it.”
Hilary Duff stars in new Bath & Body Works campaign.Credit: Bath & Body Works
Koma and Duff’s partnership extends way beyond skin care. After nearly an 11-year break from music, she returned with Luck or Something…, her most personal album yet with songs co-written and produced alongside the Winnetka Bowling League singer, 39. And when it came time to tour, Duff wasn’t interested in leaving her family behind for months at a time, so they are spending their summer on a bus. And since the tour kicked off on June 21 in West Palm Beach, Fla., they are already making “really good memories.”
Hilary Duff and family.Credit: Hilary Duff/Instagram
“It’s a true circus,” Duff quips. “My family is everything to me. I was not willing to spend this amount of time away from them. To see them get to watch me do something that brings me so much joy and confidence and fulfillment is, I hope, a good thing for them. I’m really grateful to have the husband that I do, but also the support system to make it all go round each day.”
Hilary Duff performs during her “the lucky me tour” World Tour Opener on June 21, 2026, in West Palm Beach, Fla.Credit: Christopher Polk/Shutterstock
That support behind the scenes allows her to be fully present on stage. Her audience is packed with moms who have grown up alongside her and are so locked into the intimate experience Duff creates, despite arenas filled with tens of thousands of fans.
“Not too many other pop stars are moms yet. To be able to relate on that level and just be like, “Oh, we’re in the thick of motherhood right now,” and we get to meet at that place and see each other, is really cool.”
Read the original article on People
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