Tree Hut’s new rebrand is causing a stir online…
The brand officially rolled out its rebrand on December 26, 2025, and many longtime fans aren’t thrilled with the new look. Across social media, reactions have been mixed; some commenters say the new branding “looks like it’s for kids,” while others feel the logo resembles a “cheap knockoff product.” That said, not all feedback has been negative, with a smaller group of fans expressing excitement about the refreshed design.
Tree Hut has long been a bath and body staple and gained even more popularity through TikTok’s “everything shower” trend. Some fans even stockpile their body scrubs like collectibles, which shows just how strong the brand loyalty is.
In their announcement, Tree Hut described the update as a “glow-up,” saying the brand is “growing, glowing, and ready to live uncontained this year.” They reassured customers that the formulas aren’t changing, only the logo and overall branding. According to the brand, the rebrand is meant to be a “celebration of joy, expression, and glow,” with the new look reflecting what’s always been inside.
However, for many fans, this explanation seems to fall flat, leading some to speculate that the shift is an attempt to build on TikTok momentum, particularly with Gen Z and younger consumers.
Change is often hard to accept, especially when it comes to a brand people feel connected to. That raises a few questions…should consumers have a say in beauty rebrands? If so, could involving the community help build trust and maintain long-term credibility? Or are people reacting a little too strongly here?
What do you think of Tree Hut’s new look?