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Haaaappy new year, everybody. 

 

I don’t set resolutions. But if I were to it would be this: the filter is all the way off now. I’m in my feather ruffling era. 

 

​​SO WHAT BETTER way to start than with a rebrand that’s ruffling some feather???? 

 

 

 

 

Tree Hut rebranded (on Christmas Day!!)!!!!! And they decided their logo should look exactly like how their product feels coming out of the jar.

 

Sticky. Bright. Extremely fun.

 

That choice alone tells you almost everything you need to know about this rebrand.

 

This was a FULL visual refresh: bolder colors, playful fonts, slime-adjacent textures, and unapologetically online energy. The reaction was !!immediate!!
 

Some people hated it.
Some people called it childish.
Some people said it looked like a Five Below knockoff.

 

Meanwhile, tweens, teens, and Gen Z kept doing what they were already doing: buying it.

 

 

This rebrand wasn’t designed to win universal approval - no.

 

 

Tree Hut led this rebrand with reassurance.

 

They spelled it out plainly:

As far as we know (and what we're TOLD) everything inside stayed exactly the same.

 

Only the packaging changed.

 

 

Anyway - this rebrand plugged directly into an existing behavior.

 

The “everything shower” already exists as a ritual:

No, Tree Hut didn’t invent it. They just visualized it, and are capitalizing on it with this rebrand.

 

Launching after the holidays was soooooooo strategic, in my eyes.

 

Kids received Tree Hut for Christmas. Familiarity was already established. The rebrand introduced novelty immediately after.

 

They literally launched the rebrand on Christmas Day. Which IMO, creates re-buy momentum without retraining the consumer.

 

Literally so many comments on social media about how “wow this looks like it's for kids.” LOL YES. AND THEY HAVE BIG BUYING POWER RN!!

 

 

Younger consumers discover brands earlier, influence household spending, and build loyalty faster than previous generations ever did.

 

 

In a market flooded with neutral, cool-girl sameness, visual boldness is how you stay visible. For Tree Hut… relevance has been preserved. ✨

 

 

Tree Hut visualized the physical reality of their product. The texture, the colors, the excess: all of it mirrors how the scrub actually behaves. When visuals reflect experience, branding feels intuitive instead of performative.

 

They addressed what didn’t change immediately. Formulas, scents, results stayed the same. That single move prevented hesitation from becoming abandonment. Rebrands fail when brands prioritize aesthetics before reassurance.

 

Launching after the holidays capitalized on familiarity and habit. The product was already in homes. The rebrand introduced novelty at the exact moment re-buy decisions start forming.

 

Tree Hut leaned into the segment driving repeat demand and cultural relevance. Younger buyers aren’t a future audience, no no, they’re a current one. Brands that ignore that reality lose shelf space faaaaaaast. (cough cough, lululemon)

 

Ulta, Sephora, Target, and Amazon are saturated with “cool.” Tree Hut chose unmistakable instead. Bold visuals didn’t cheapen the product—they made it easier to spot, remember, and desire.

 

The packaging, PR boxes, TikTok content, and website all reinforce the same feeling. Loud, playful, indulgent. Consistency across touchpoints made the rebrand feel confident, not MESSY AF.

 

Tree Hut wasn’t being purchased for elevated branding before; it was soooo outdated. Consumers of the product were buying because the product delivered and felt good to use. Branding alone doesn’t drive abandonment. A bad product does. 

 

 

→ Very much appreciated some of the AI takes on Christmas with some brands; this gingerbread boat is CUTE.

 

→ Dying to know how Blake Lively’s haircare line, Blake Brown Beauty, is doing (I’ll be honest, the dry shampoo I tried ended up in the trash, it sucked). But I kind of really loved the collab she + Stoney Clover came together on. Looked like FUN. 

 

→ Quince has seriously been on my mind and stealing market share via Podcast sponsorships; 3 of the podcasts I listen to, they sponsor, and they got me. Luxury products at factory pricing. I’m about to replace all my suitcases, grab some organic undies, and a Dagne Dover duffel dupe. (Got the Turkish robe for Christmas, obsessed). 

🎁