TikTok-viral body care line Tree Hut is gaining a sister brand.

Naterra International Inc., which owns both Tree Hut and baby care brand Baby Magic, is launching Bdy, marking its next step into the body category and one of several new portfolio brands the company plans to debut by 2030.

Launching June 8 direct-to-consumer and in all Ulta Beauty doors, Bdy aims to capitalize on the social media savvy that propelled 2002-founded Tree Hut to success over the last five years, while addressing an older consumer with more sophisticated body care concerns.

“Tree Hut is our masstige brand; it focuses on great scents, great formulas and affordable prices,” said Luis Garcia, a Beiersdorf and Galderma alum who joined Naterra in 2024 as chief marketing officer. “But we’ve also discovered there are consumers who want a more elevated, more complex skin care routine with ingredients that we couldn’t fit into the Tree Hut brand.”

Bdy will launch with five products, including Foaming Oil Body Wash and Weightless Body Lotion, $20 each, Overnight Body Serum, $29, and Body Serum Mist and Glow Body Buff exfoliator, both $26. Key ingredients include glycerin, salicylic acid, squalane, tranexamic acid and more.

“Tree Hut is very Gen Z and Gen Alpha — they love our products because they’re fun; they’re uncomplicated — with Bdy, we want to reach that older Gen-Z audience and a Millennial audience,” Garcia said.

The brand soared in popularity among teens and twentysomethings during pandemic lockdowns, when TikTok users began posting their multistep body care routines in a movement that was soon dubbed as “#ShowerTok.” Tree Hut — with its sugar scrubs, body butters, oils and more — was one of the trend’s biggest beneficiaries.

Today, the @treehut account on TikTok counts 2.1 million followers, and Naterra’s net sales have skyrocketed from roughly $40 million in 2019 to nearly $400 million today, Garcia said. The company anticipates that Bdy could do roughly $15 million in sales during its first year on the market.

“Our biggest learnings from Tree Hut are the importance of being scent-driven and the power of being social media-first,” said Garcia, adding that while Tree Hut is known for its different scent franchises and frequent limited-edition launches, Bdy will use a bergamot- and musk-infused scent across all of its products. The brand will, however, inaugurate limited-edition drops and new products — just at a slower pace than Tree Hut. “We’ll have new drops probably once or twice a year,” Garcia said.

Bdy is just one of several new brands Naterra — which was founded in 1923 and has billion-dollar ambitions — plans to unleash over the next five years.

“We’re aiming to have between seven to 10 brands under the Naterra umbrella, and to reach $1 billion in total sales, by the year 2030,” said Garcia, hinting that Naterra’s pending brands could include forays into the prestige market; the Gen Alpha beauty market, a “Fce” counterpart to Bdy, and more.

“We’re thinking across the age and channel spectrums,” Garcia said.