As Hillary Super prepared to become chief executive of Victoria’s Secret two years ago, she noticed Pink, its sister brand selling tank tops, flare leggings and push-up bras to young adult women, had lost half of its total sales volume from its heyday a decade ago. Once in role, she found management had stripped Pink of its identity, using it merely as a cheaper alternative to the main brand, or a “Victoria’s Secret light.” Pink needed to be distinct to help Victoria’s Secret out of a lengthy sales rut. So Ms. Super made it a priority: refresh the Pink brand in stores, redefine the Pink customer and revive the struggling label.

Victoria’s Secret, headquartered in Reynoldsburg, Ohio, has endured a decade of scandal, management changes, restructuring and weak sales after scrutiny over its treatment of women and ties to Jeffrey Epstein, leading to Leslie Wexner’s departure and stake sale. Consumer preferences shifted toward comfortable bras like wireless bralettes and seamless foam cups, while #MeToo fallout made Victoria’s Secret’s sex-forward image seem outdated. In 2020, L Brands agreed to sell a majority stake to Sycamore Partners, but the deal collapsed due to the pandemic.

A year later, Victoria’s Secret and Pink were spun off into Victoria’s Secret & Co. Sales continued to slide, and in 2024 the company hired Ms. Super, who previously ran Savage X Fenty, Rihanna’s lingerie label. She presented a plan to revamp core product lines, rework supply chains and reorient branding with a modern, inclusive definition of sexy, with Pink playing a key role. Simeon Siegel, an analyst at Guggenheim Securities, called Pink “a needle mover” and a multibillion-dollar business.

On Thursday, Victoria’s Secret reported quarterly sales at Pink grew in the high single digits, marking the brand’s fifth straight quarter of sales gains. The company’s stock price has risen over 39 percent so far this year. Ali Dillon, 42, the new president of Pink, said: “I want a girl walking down the street and you know that’s a Pink girl, from the styling, from head to toe.” Think Pink Victoria’s Secret debuted Pink in 2002 to attract teenage girls and college-age women, competing with Abercrombie & Fitch, American Eagle and Aéropostale, featuring supermodel Alessandra Ambrósio as its face.