Victoria’s Secret’s sub-brand for younger shoppers is PINK.
Victoria’s Secret announced PINK on October 16, 2002, as a new sub-brand and product line. It was designed to reach customers younger than the main Victoria’s Secret audience, initially emphasizing “junior” shoppers and later focusing on teenagers, college students, and young adult women.
PINK sells more than lingerie. Its product range has included underwear, sleepwear, loungewear, swimsuits, apparel, beauty products, and accessories. The brand’s colorful, casual identity helped distinguish it from Victoria’s Secret’s more traditionally glamorous image.
A common mix-up is treating PINK as a separate company or as simply a color-themed Victoria’s Secret collection. It is a Victoria’s Secret division. PINK also had its own recurring segment in the Victoria’s Secret Fashion Show through 2018, helping make the younger-focused label especially recognizable.