Tree Hut parent company Naterra is looking beyond body scrubs.
The Texas-based conglomerate, which also owns baby care brand Baby Magic and launched Bdy., a Millennial-focused body care line, in 2025, is unveiling a fourth brand: Splash.
Designed for Gen Alphas between the ages of 4 and 10, Splash is debuting at Walmart in February with a 2-in-1 Shampoo and Body Wash; body lotion, and an aloe-infused bubble bath formula complete with a bubble wand. All products are priced under $10 and feature a signature gummy-bear scent.
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“We recognized a gap in kids’ personal care for those who don’t want to use baby products, but at the same time, whose parents don’t want to get them into the more mature routines yet,” said Luis Garcia, chief marketing officer of Naterra.
The link-up with Walmart, which is doubling down on experiential beauty, was a strategic one. “We wanted mass scale, and nobody has a larger scale than Walmart,” said Garcia, who anticipates Splash could reach $10 million in retail sales during its first 18 months on the market.
Presently, Tree Hut comprises 95 percent of Naterra’s business, mainly via its enduringly viral scented body scrubs.
Though Tree Hut launched in 2002, its scrubs shot to prominence during the COVID-19 pandemic as customers began developing more intricate body care routines, leading an eventual content niche — #ShowerTok — to emerge on TikTok due to the volume of discourse.
Naterra has leaned into enthusiasm surrounding the scrub category, launching limited-edition scents and collaborations in the years since, but more recently the company is looking to grow its presence across body care.
“Scrubs are a key strategic pillar for us, and we want to make sure that’s maintained while we double down on playing where we’re losing to competitors like Eos and Dove,” said Garcia, adding that Tree Hut will launch in lotions and cleansers over the next 18 months, which are less-developed categories for the brand.
Introducing Bdy., which spans body washes, serums and mists at a masstige price point, has also been a part of this diversification. “We want to have a winning portfolio; we shouldn’t be fully dependent on Tree Hut,” said Garcia, adding that in 2026 Bdy. will look to expand its distribution beyond Ulta Beauty, where it launched last June.
International expansion is also on the docket, as is making supply chain shifts to ensure Tree Hut’s affordability remains consistent across markets.
“We have one main [international] market, which is Canada, and we want to go beyond that,” said Garcia.
Naterra is looking to Asia, where it has a footprint in Korea with Olive Young, to start. “We’re looking into China, Thailand and Australia, as well — if we can jump-start those markets, that will be extremely important,” said Garcia.
Tree Hut also unveiled a rebrand during the week of Christmas to raise brand awareness and modernize the logo, which Garcia said resulted in a 22 percent year-over-year sales spike the first week, and steady double-digit year-over-year increases since.
“The logo is now more visible; it’s the same Tree Hut, but it looks better, it looks stronger,” said Garcia.
