Blueme moves into personal care with bath and body line

Blueme is expanding beyond home fragrance with a bath and body collection in three scents tied to its nervous-system-focused wellness pitch. The hand and body wash and lotion are available now in New York and online, signaling the brand’s first personal care category.

Why it matters: - Blueme is broadening from ambient fragrance into daily personal care, where consumers use products at the sink and in the shower. - The move gives the brand a new way to apply its scent-as-wellness positioning to routine skincare. - The launch responds to customer demand for Blueme’s olfactory wellness approach in personal care.

What happened: - Blueme launched a bath and body collection with a hand and body wash and a hand and body lotion. - The collection comes in three signature scents: Renew, Balance, and Focus. - The products are available now at Blueme’s flagship store at 259 Elizabeth Street in Nolita and at bluemefragrance.com. - Each wash and lotion is priced at $60 and comes in a 16.5 fl oz / 488 mL format.

The details: - Focus is eucalyptus and lime, positioned for clarity and cognitive engagement at the start of a working day. - Balance is white lotus and tea, positioned for equilibrium and steadiness under pressure in the middle of the day. - Renew is ivy and rose, positioned as a reset and fresh perspective for the moment of beginning again. - Each scent is drawn from Blueme’s eight-fragrance daily journey. - Blueme developed the collection under its proprietary 6-Stage Standard™. - The products use Blueme’s signature slate-blue bottle with a frosted finish. - Blueme describes the packaging as a sculptural object meant to stay visible on a sink or shower ledge. - Refillable formats are part of Blueme’s roadmap for the collection. - Blueme is working toward a refill system designed for bath and shower use.

Between the lines: - The collection extends Blueme’s core idea that scent can support how people want to feel, not just how they want to smell. - The first personal care launch suggests Blueme is trying to turn a wellness concept into a broader product habit. - Founder and CEO Mei Xu framed the launch around repeated rituals, including washing hands, showering and applying lotion.

What’s next: - Blueme plans to develop refillable formats for the bath and body line. - The brand is likely to keep building on its personal care category as it expands beyond home and ambient fragrance. - Blueme fragrances are also sold at Bloomingdale’s, Neiman Marcus, Saks Fifth Avenue and Nordstrom, which gives the new line a path to broader retail visibility.

The bottom line: - Blueme is betting that its wellness-driven fragrance strategy can translate from the home into everyday body care.