The Body Shop taps COLLAR's Marf to celebrate the return of Dewberry

The Body Shop is reintroducing Dewberry — the iconic fragrance that captured the spirit of the 1990s and lives on in the memories of a generation. Making a triumphant return in 2026, the legendary scent invites fans old and new to rediscover a bold, nostalgic classic reimagined for today.

Since its debut in the early 90s, Dewberry has been celebrated for its fresh yet daring aroma, quickly becoming one of The Body Shop’s most beloved and requested scents. Over the years, fans from around the world — including Hong Kong — have continuously asked for its comeback. Now, in response to this enduring love, The Body Shop brings back Dewberry in an upgraded form that blends timeless nostalgia with modern sensibilities.

As Y2K trends and vintage aesthetics surge back into the spotlight, the Dewberry collection returns with a revitalised formula and sleek, sustainable new design. While true to the original scent, the refreshed edition incorporates contemporary textures and visual cues that resonate with the next generation.

Capturing the essence of youth and individuality, Dewberry opens with the juicy sweetness of purple berries, lifted by crisp green leaves and a cool touch of eucalyptus. The fragrance settles into warm, grounding base notes of cedarwood and soft musk — a subtle yet long-lasting trail of confidence and charm. The collection includes: Perfume oil, bath and shower gel, body butter, body yogurt, hand balm, and fragrance mist.

For long-time fans, Dewberry evokes first loves, fun friendships, and youthful energy. For today’s trendsetters, it offers a bold and expressive statement scent, rich with personality and storytelling. Across generations, Dewberry has always embodied a fearless spirit — one that dares to be different and shines unapologetically.

To mark the momentous return of Dewberry, The Body Shop enlisted local girl group COLLAR’s Marf to front the campaign. The retro-inspired film is set in a vibrant 90s roller-skating rink — a vivid tribute to the decade’s iconic style and liberated energy. Neon lighting, nostalgic color palettes, and dynamic choreography recreate the carefree joy that defined the era.

Marf, known for her bold individuality and authenticity, perfectly captures Dewberry's playful, self-assured attitude. Gliding across the rink, she bridges nostalgia and modernity, embodying the scent’s enduring appeal through her unique lens.

To celebrate the iconic return of the Dewberry fragrance, The Body Shop hosted a 90s-inspired offline experiential event in Hong Kong — “The Body Shop purple 90s party.” The event brought together KOLs and special guests for a nostalgic journey through time, reconnecting with this beloved “old friend” that has accompanied generations as they grew up.

With nostalgic music, curated food offerings and the signature Dewberry scent filling the space, The Body Shop extended the classic fragrance beyond scent into a lifestyle experience. Through this offline event, the brand invited consumers across generations to welcome the Dewberry revival through a fully immersive, multi-sensory celebration.

MARKETING-INTERACTIVE has reached out to The Body Shop for more information. 

Related articles:

The Body Shop MY walks the sustainability talk with new interactive store
The Body Shop battles blemishes in latest digital push