Bath & Body Works issues apology for 'Snowed In' candle amid KKK hood controversy (2024)

Bath & Body Works has come under fire for its holiday-themed “Snowed In” candle, which some social media users have claimed resembles the white hoods associated with the Ku Klux Klan, a white supremacist group formed in 1866. The controversy has prompted the Columbus, Ohio-based company to apologize and announce that it will swiftly remove the product from its shelves.

The candle's label features a close-up image of a snowflake set against a maroon-like background, intended to evoke a winter theme. However, users online have pointed out that the design bears a striking resemblance to the conical hoods worn by Klan members, leading to the creation of terms like “klandle” and “KKKandle.” A Reddit user sparked the discussion by posting an image of the candle and asking, “I know it’s one of those paper snowflakes, but I can’t be the only one who sees ‘it,’ right …. RIGHT??” Comments quickly followed, with one user on X exclaiming, “Wait, how the fuck did nobody at Bath & Body Works clock the klandle?”

In response to the backlash, a Bath & Body Works spokesperson stated, “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. We apologize to anyone we’ve offended and are swiftly working to have this item removed and are evaluating our process going forward.”

The uproar began to circulate on social media mid-week, with many questioning how the design passed unnoticed through the approval process. One user pointed out, “This isn’t just a branding mistake; it’s a reminder of how sensitive cultural symbols can be.” Meanwhile, others criticized the reactions, arguing that people are too easily offended. “What this is a reminder of is how utterly ridiculous hyper-offended people can be and how they see ‘racism’ in absolutely everything,” remarked another user.

Bath & Body Works, established in 1990, became an independent public company in August 2021. The company operates more than 1,850 locations across the U.S. and Canada and reported $7.4 billion in revenue in 2023. This is not the first time Bath & Body Works has faced scrutiny over its packaging. In 2022, the retailer was criticized for a Black History Month collection that featured products in kente-cloth-like packaging, which many considered cultural appropriation.

As Bath & Body Works moves to address the backlash surrounding the “Snowed In” candle, this incident serves as a reminder of the challenges companies face in navigating cultural sensitivities in their branding efforts. The retailer is now reevaluating its design processes to prevent similar issues in the future.