The controversy centers around a candle that featured a snowflake cutout, which some customers and online commentators claimed bore an unsettling resemblance to something hugely offensive.
Although the design was meant to evoke a festive winter theme, the unintended comparison quickly became a hot topic on social media platforms, leading the company to issue an apology and remove the product from its stores and website.
Bath & Body Works is widely known for its seasonal products, often launching special lines for holidays such as Halloween, Christmas, and the winter season.
Other seasonal products, such as their ‘Hot Cocoa and Cream’ scented candle and the popular ‘Leaves; candle, continue to be available, drawing in customers with fragrances that evoke the warmth and coziness of the colder months.
But one of the brand’s wintertime offerings has prompted a rather less positive response online.
The candle in question featured a snowflake design with pointed arms, each adorned with two circular cutouts.
The candle’s white color and the specific shape of the cutouts led some people to liken the imagery to the hoods worn by the KKK, a white supremacist group with a notorious history in the United States.
Online users on platforms like Reddit and X (formerly Twitter) were quick to call attention to the resemblance, and a thread titled ‘KKKKandles’ gained traction on Reddit.
Users pointed out that when lit, the candlelight would shine through the holes in the snowflake design, further intensifying the visual similarity to KKK members standing in front of a fire.
One Reddit user remarked: “Oh god, the background colors and the little holes in the label make it look like they are standing in front of a fire … the bad kind of fire lol.”
One user on X commented, “I’m pretty sure Bath & Body Works didn’t envision anything other than a snowflake. That being said, I can’t unsee the reason they have been pulled from shelves.”
An Instagram user, @_scentsgalore, who describes themselves as a ‘candle hoarder,’ commented: “Don’t be surprised if we do not see this one in store! Initially, I did not see it but now I can’t unsee it!”
Responses to the post were mixed, with one person arguing: “Nobody caught it because it’s a paper snowflake. People are literally looking for reasons to be outraged.”
While another wrote: “People claiming they can’t see it are gaslighting. It’s staring at you right in the face.”
Others acknowledged that offense is subjective, with one commenter noting, “Being offended is subjective. Just because you aren’t, doesn’t mean others’ feelings are invalid.”
One person remarked, “If we noticed, I’m sure folks at the company did, too.”
This isn’t the first time Bath & Body Works has faced criticism for insensitivity.
Two years ago, the brand was criticized for its Black History Month collection, which featured Kente cloth designs on its packaging, leading to accusations of cultural appropriation.
At the time, Shyriaka ‘Shy’ Morris, an artist and founder of PEACE ARTS, told The Daytona Beach News-Journal: “This was a missed opportunity to push the culture forward, instead of capitalizing like most companies do off the Black dollar.”
In response to the growing criticism, Bath & Body Works swiftly addressed the situation, expressing regret for the unintentional design and pulling the candle from its shelves and online store.
The company sent a statement to CBS MoneyWatch acknowledging the issue and clarifying that the resemblance to KKK hoods was accidental.
“At Bath & Body Works, we are committed to listening to our teams and customers, and committed to fixing any mistakes we make — even those that are unintentional like this one,” the company said.
“We apologize to anyone we’ve offended and are swiftly working to have this item removed and are evaluating our process going forward.”
Despite Bath & Body Works’ swift action, the now-discontinued candle has become something of a collector’s item.
Listings for the candle, which was scented with ‘creamy buttermint, sweet musk, and cozy vanilla,’ have appeared on resale sites such as eBay, with some sellers asking for prices as high as $350.
