Victoria’s Secret launched the PINK lingerie sub-brand in 2002 for younger customers.
PINK was created as a separate division aimed primarily at teenagers and young adult women. Its products and marketing used more casual styling, brighter colors, and a distinctly youthful identity than the main Victoria’s Secret label.
The launch gave the company a way to address a younger market without replacing the established Victoria’s Secret brand. PINK expanded beyond lingerie into sleepwear, loungewear, apparel, accessories, and beauty products.
PINK is often confused with a color-based product collection from Victoria’s Secret, but it is a named brand division with its own stores, merchandise, and marketing. The division later became especially visible on college campuses and in mall retail. Its 2002 launch is therefore a major milestone in Victoria’s Secret’s brand segmentation.