“When I tried to buy lingerie for my wife, I was faced with racks of terry-cloth robes and ugly floral-print nylon nightgowns, and I always had the feeling the department store saleswomen thought I was an unwelcome intruder.”

—Roy Raymond, Victoria’s Secret Co-Founder

Our History

Our New Brand

New Name
We’ve reimagined the Victoria’s Secret brand with a fresh new identity. By removing the word “Secret,” we’ve created a more open, welcoming image that reflects our evolving vision.

New Logo
Our new logo features a butterfly emerging from the letter “V,” a powerful symbol of transformation, strength, and renewal, representing the journey of every woman.

Logo Development

The logo development process began with sketching concepts based on three key brand phrases drawn from initial research. After refining the strongest ideas, the themes of nurturing inner strength and valuing authenticity were combined to create the idea of nurturing inner authenticity. This direction led to further exploration through refined sketches and shape development. The selected concept features a butterfly emerging from the letter V, symbolizing confidence, transformation, and a strong visual identity. In the final stage, the V shape was enhanced, the butterfly was integrated, and a custom logotype was created to mirror the symbol’s angles.

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Our Future

Our Brand Extensions

Environment

ENVIR-1 Women’s Online Community

ENVIR-2 Elevate Fitness Studio

ENVIR-3 Women’s Co-Working Empowerment Space

ENVIR-4 The Reclaim Spa Retreat

Products

PR-1 Women’s Telehealth

PR-2 Confidence Tracking App

Services

SER-1 Cosmetic Confidence Enhacements

SER-2 Your Ink, Your Story Personalized Tattoos

Experiences

Exper-1 Creative Confidence Challenges

Exper-2 Self-Expression Stylist Sessions

Exper-3 Confidence Crafting Box

Events

EV-1 Women’s Leadership Panel

EV-2 Creative Cocktails Networking Mixer

Co-Brand

CO-BR-1 Safe Housing Non-Profits

CO-BR-2 Artist Collaborations

Education

ED-OPP-1 Women’s Self Care Podcast

ED-OPP-2 Virtual Masterclasses with Coursera

ED-OPP-3 Mindfulness Workshops with Art Therapy Studio

ENVIR-1 (environment)

Women’s Online Community

An empowering online hub with workshops, resources, and honest conversations about self-expression and body confidence.

This is an online space made to help women feel more confident and express themselves. It includes workshops, useful resources, and honest conversations about body image and self-expression. It’s a supportive and welcoming place where people can learn, connect with others, and feel good about who they are.

Mission Focus
A women’s online community reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by providing a supportive place where women can feel good about who they are.

Similar Brands

  • Ellevate Network

  • Girlboss

Differentiators

  1. Learning and Emotional Support: Provided through workshops, resources, and honesty

  2. Prioritizes Connection: Creates a supportive, non-judgmental space

  3. Encourages Self-Expression: Integrates
    it as part of building confidence

A Closer Look at Our Brand Extensions

ENVIR-3 (environment)

Women’s Co-Working Empowerment Space

A supportive space where women build confidence through co-working, entreprenureship opportunities, and leadership panels.

It’s a supportive space where women can grow their confidence, work on their businesses, and learn from each other. With coworking areas, chances to explore entrepreneurship, and leadership panels, it creates a community that helps women feel inspired, supported, and ready to take on new challenges.

Mission Focus
The women’s co-working empowerment lounge reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by providing a supportive space where women can grow their confidence, work on their businesses, and learn from each other.

Similar Brands

  • Hera Hub

  • The Riveter

  • Shecosystem

Differentiators

  1. Empowering Opportunities: Access to entreprenureship and leadership education

  2. Welcoming to Everyone: Open to all women, no matter their story or stage of life

  3. A Safe Space: A space where women can be themselves and grow

PR-1 (product)

Women’s Telehealth

Empowering women’s confidence and self-expression with wellness products like vitamins, reproductive care, and telehealth treatments.

Women’s telehealth products like reproductive care, essential vitamins and GLP-1 options support confidence and body autonomy. These offerings help women make empowered health choices that match their personal needs. By focusing on wellness and self-expression they create space for women to feel strong, capable and in control of their bodies.

Mission Focus
Women’s telehealth reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by providing a safe space for body autonomy.

Similar Brands

  • Hims & Hers

  • Ro

  • Nurx

Differentiators

  1. Supports Body Confidence: Helps women feel good in their own skin

  2. Promotes Self-Expression: Empowers women to express themselves through personal choices

  3. Welcoming: Creates a safe space where all women feel seen, supported, and respected

  4. Unlocks Personal Potential: Builds confidence that allows women to reach their goals

SER-1 (service)

Cosmetic Confidence Enhancements

Empowers women through cosmetic treatments that boost self-expression, confidence, and bring happiness.

Cosmetic treatments and surgeries offer women the chance to express their unique identities and enhance confidence. They help women feel comfortable in their own skin while embracing the version of themselves they aspire to be. These services empower women to embrace their individuality and celebrate their authentic selves.

Mission Focus
Cosmetic treatments and surgeries reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by offering women the chance to express their unique identities.

Similar Brands

  • SkinSpirit

  • LaserAway

  • Ideal Image

Differentiators

  1. Safe Space: A space where women can explore themselves without judgment

  2. Confidence Boosting: Helping clients feel confident in their choices

  3. Beyond an Appointment: Transforming the service into a journey of personal growth

EXPER-1 (experience)

Creative Confidence Challenges

Creative expression challenges, held monthly or seasonally, focused on styling, self-empowerment writing, and redefining beauty.

Monthly or seasonal creative challenges encourage people to express themselves through style, writing, and redefining beauty. These activities help build confidence and empower participants to embrace their unique qualities. It’s a fun and supportive way to explore personal style and celebrate individuality while connecting with others.

Mission Focus
Creative confidence challenges reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by celebrating individuality while connecting with others.

Similar Brands

  • The Unplug Collective

  • StyleLikeU

Differentiators

  1. Creative Empowerment: Monthly or seasonal challenges invite participants to explore style, writing, and beauty

  2. Confidence Focused: Activities focus on embracing unique traits and redefining personal narratives

  3. Supportive Community: A safe, uplifting space for sharing, growth, and celebrating self-expression

EXPER-3 (experience)

Confidence-Crafting Box

A subscription box that empowers women through creativity, self-expression, and growth to feel confident in themselves.

The confidence-crafting box provides women with tools to nurture self-worth and creativity. Each box contains items like a guided journal, an art kit, affirmation cards, a zine, and a sensory item. These resources empower women to explore body confidence, emotional healing, and personal growth through reflection.

Mission Focus
A confidence-crafting box reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by providing women with tools to nurture confidence and creativity.

Similar Brands

  • FabFitFun

  • Therapy Box

  • The Calm Box

Differentiators

  1. Self-Expression: Encourages emotional exploration through hands-on creativity

  2. Body Confidence: Focus on body confidence to help women embrace authenticity

  3. Multi-Sensory Growth: Sensory items create a full-body self-reflection experience

EV-2 (event)

Creative Cocktails Networking Mixer

A networking mixer designed to spark connections, celebrate individuality, and boost self-confidence in a fun cocktail bar setting.

This networking mixer is a fun event where people can meet, connect, and celebrate their individuality. It’s all about boosting self-confidence and sharing experiences with others. The event takes place in a lively cocktail bar, making it the perfect mix of networking, fun, and empowerment in a relaxed setting.

Mission Focus
Confidence & cocktails networking mixer reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by creating a fun event where people can meet, connect, and celebrate their individuality.

Similar Brands

  • Soho House

  • HeyMama

Differentiators

  1. Individuality Focused: Encourages self-expression, not just professional networking

  2. Confidence Driven: Designed to boost self-worth through shared  experiences

  3. Fun and Relaxed Setting: Held in a lively cocktail bar for a welcoming, feel-good vibe

CO-BR-2 (co-brand)

Artist Collaborations

Collaborating with artists helps women express themselves which builds personal growth and inner confidence.

Collaborating with artists gives women a chance to express themselves and embrace their unique identities. These collaborations can include art kits, workshops, community murals, etc. Through art, women can feel more confident in their own skin and feel empowered which creates a stronger connection with who they truly are.

Mission Focus
Collaborating with artists reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by allowing women to express themselves and embrace their unique identities.

Similar Brands

  • The Women’s Center for Creative Work (WCCW)

  • Art Girl Army

Differentiators

  1. Creativity as Empowerment: Uses art kits, murals, and workshops for personal growth

  2. Focus on Women: Focuses on women’s
    self-expression in a welcoming space

  3. Transformation: Offers events focused on activities for personal growth

    Celebrates Everyone: Celebrates everyone’s perspective through artistic means

ED-OPP-2 (education)

Virtual Masterclasses with Coursera

An uplifting masterclass series designed to help women build body confidence and feel powerful in their own skin.

This virtual masterclass series creates a supportive space for women to explore body confidence and self-worth. Participants gain tools to feel more empowered, self-assured, and proud in their own skin rhrough expert-led sessions and real stories. It encourages growth, self-expression, and a deeper connection to one’s personal power and beauty.

Mission Focus
Virtual masterclasses reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential through expert-led sessions.

Similar Brands

  • The Confidence Revolution

  • The Empowerment Academy

Differentiators

  1. Supportive Space: Focuses on emotional well-being and body confidence in a welcoming environment

  2. Expert-Led: Combines professional insight with relatable experiences

  3. Empowerment Driven: Encourages personal growth and genuine self-expression

ENVIR-2 (environment)

Elevate Fitness Studio

A welcoming fitness studio that celebrates empowerment, self-expression, and inner strength for every body.

This fitness studio provides a welcoming space where women of all body types can grow and thrive. Classes focus on building strength, confidence, and wellness. The environment promotes body positivity and encourages personal growth. Women are empowered to embrace their bodies and connect with others in a supportive community.

Mission Focus
The fitness studio reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by providing a welcoming space where women of all body types can grow and thrive.

Similar Brands

  • Ladies Who Lift

  • Tone It Up

  • Fit4Mom

Differentiators

  1. Learning and Emotional Support: Provided through workshops, resources, and honesty

  2. Prioritizes Connection: Creates a supportive, non-judgmental space

  3. Encourages Self-Expression: Integrates it as part of building confidence

ENVIR-4 (environment)

The Reclaim Spa Retreat

A spa dedicated to women’s self-empowerment, wellness, and celebrating inner peace and self-restoration.

This spa helps women relax and feel good with treatments for both body and mind. Services like massages and facials encourage women to slow down and reconnect. It’s more than pampering. It’s a space for self-care, healing, and building confidence so women feel empowered and confident in their own skin.

Mission Focus
A spa retreat reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by providing self-care treatments for both body and mind.

Similar Brands

  • The Now Massage

  • Heyda

  • Milk + Honey Spa

Differentiators

  1. Empowerment Focused Treatments: Focus on reclaiming calm and confidence

  2. Creative Healing: Incorporate expressive activities like journaling ans scent blending

  3. Healing Journeys: Programs centered around themes like “Coming Home to My Body”

  4. Safe Space: An environment where women can explore identity  beyond relaxation

PR-2 (product)

Confidence Tracking App

A digital journal app that supports body confidence, self-awareness, and emotional growth for every woman.

The confidence-tracking app is a digital journal that helps women build self-awareness and body confidence. It includes mood tracking, daily reflections, and self-kindness prompts that support emotional well-being. The app encourages personal growth and a positive connection with one’s body and mind with expressive writing and personal insights.

Mission Focus
The confidence tracking app reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by encouraging personal growth and a positive connection with one’s body and mind.

Similar Brands

  • Daylio

  • Reflectly

  • Journey

Differentiators

  1. Celebrates Body Confidence: Focuses on helping users feel confident in their bodies

  2. Empowers Self-Image: Encourages users to appreciate their uniqueness.

  3. Space for Reflection: Offers a safe space to explore feelings and nurture self-acceptance

SER-2 (service)

Your Ink, Your Story Personalized Tattoos

Tattoo services that offer personalized designs to encourage self-expression, empowerment, and personal strength.

Tattoo services offer women the chance to collaborate with artists on designs that focus on healing and empowerment. Clients work closely with artists to create tattoos that reflect their personal journey, celebrate transformation, and reclaim their stories. This experience boosts confidence, self-expression, and empowerment, making each tattoo meaningful.

Mission Focus
Personalized tattoo services reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by offering women tattoos that focus on healing and transformation.

Similar Brands

  • Black Ink Crew

  • Inked Magazine

  • The Womanhood Collective

Differentiators

  1. Personal Narratives: Provide clients with a meaningful connection to their own journey

  2. Focus on Symbolism: Uses empowering design to help women feel confident

  3. Self-Expression: Tattoos positioned as tools for self-expression and body positivity

  4. Celebrate Transformation: Supports women’s journeys and personal growth

EXPER-2 (experience)

Self Expression Stylist Sessions

Interactive styling sessions where guests explore bold looks, embrace personal style, and celebrate body confidence freely.

Personalized or group styling sessions provide a fun, supportive environment to explore fashion and self-expression. Participants can experiment with various styles, try bold looks, and gain confidence in their wardrobe choices. This judgment-free space focuses on helping individuals feel empowered and comfortable in the way they dress and express themselves.

Mission Focus
The self-expression closet reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by providing a supportive environment to explore fashion.

Similar Brands

  • Universal Standard

  • Stitch Fix

  • The Style Trust

Differentiators

  1. Confidence-Focused Styling: Sessions prioritize self-expression and empowerment

  2. Judgment-Free Environment: Emphasis
    on personal comfort and individuality

  3. Playful Approach: Encourages experimentation with bold looks
    in a supportive space

EV-1 (event)

Women’s Leadership Panel

Women’s leadership panels highlight inspiring leaders who share authentic stories to empower and uplift others.

Women’s leadership panels feature inspiring female leaders from different industries who share their journeys of empowerment, body positivity, and self-expression. These events encourage women to pursue their goals with confidence, embrace their true selves, and unlock their potential. The panels create a supportive and motivating environment for growth and empowerment.

Mission Focus
Women’s leadership panels reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by creating a supportive and motivating environment for growth.

Similar Brands

  • Create & Cultivate

  • The Female Quotient

Differentiators

  1. Empowers Expression: Combines body confidence, creativity, and personal growth

  2. Welcoming Space: Uplifts voices of all types of individuals for diverse backgrounds

  3. Support for Every Stage: Tailors content for women’s unique journeys and life phases

CO-BR-1 (co-brand)

Safe Housing Non-Profits

Collaborations with safe housing non-profits empower women to regain independence, transform, and embrace self-expression.

These partnerships give women the resources they need to rebuild their lives in a safe space. With a focus on security and support, women can discover their strengths and regain independence. This process helps build confidence, encourages self-expression, and gives women the tools to take control of their future.

Mission Focus
Collaborating with safe housing non-profits reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by giving women a safe space to take control of their futures.

Similar Brands

  • Covenant House

  • Safe Horizon

Differentiators

  1. Holistic Approch: Support emotional, mental, and physical well-being

  2. Commitment to Growth: Focuses on lasting change beyond shelter

  3. Focus on Transformation: Encourages women to reclaim their life journey

ED-OPP-1 (education)

Self-Care Podcast

Empowering women through honest conversations about body image, self-worth, and embracing your most confident self.

This podcast helps women build confidence through open conversations about body image, self-worth, and learning to feel empowered in their own skin. It’s a supportive and welcoming space designed to encourage self-love, boost positivity, and inspire listeners to embrace who they are with authenticity.

Mission Focus
A self-care podcast reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by nspire listeners to embrace who they are with authenticity.

Similar Brands

  • The Papaya Podcast

  • The Self Love Fix

Differentiators

  1. Authenticity Focus: Encourages women to embrace their true selves, prioritizing genuine confidence over superficial ideals.

  2. Real Conversations: Tackles body image and self-worth through open, honest discussions, fostering deeper connections.

  3. Inclusive, Safe Space: Creates a welcoming, non-judgmental environment, ensuring accessibility and relatability for all women.

ED-OPP-3 (education)

Mindfulness Workshops with Art Therapy Studio

Mindfulness workshops teach women about mental health and ways to inspire self-expression so that they feel empowered.

Mindfulness workshops help women manage stress and connect with their bodies and minds. Women are able to develop a stronger sense of self through guided practices that encourage self-expression and body confidence. These sessions build self-esteem and support personal growth which help` women feel confident, empowered, and comfortable in their own skin.

Mission Focus
Mindfulness workshops reinforces our mission of creating a welcoming space where everyone can embrace body confidence and self-expression to feel empowered in their own skin so that they can unlock their full potential by building women’s self-esteem and supporting their personal growth.

Similar Brands

  • Headspace

  • Calm App

  • The Class

Differentiators

  1. Empowerment-Focused: Builds body confidence through mindfulness practices

  2. Interactive Experiences: Encourages creativity through journaling and guided art

  3. Supportive Space: Helps women feel seen, heard, and confident