If you’ve walked into a mall lately, you’ve probably noticed something feels different about the pink-tinted giant of the lingerie world. For years, Victoria’s Secret was stuck in a bit of a mid-life crisis. It was too sexy for some, not inclusive enough for others, and kinda just lost in the woods. But right now, at the start of 2026, the person steering this massive ship is Hillary Super, and honestly, she might be the most "common sense" hire the company has ever made.
She didn't just stumble into the job. Super took the reins as CEO on September 9, 2024, replacing Martin Waters. Her arrival wasn't just a regular executive shuffle; it was a loud signal that the brand was done apologizing for its past and was ready to start actually selling clothes again.
Who is Hillary Super?
Think of her as a retail "lifer." She’s spent thirty years in the trenches of fashion. Before she landed the top spot at VS, she was the CEO of Savage X Fenty—the very brand founded by Rihanna that spent years eating Victoria’s Secret’s lunch.
Before that? She was the Global CEO of Anthropologie Group.
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She’s worked at Gap, Old Navy, American Eagle, and Guess. Basically, if you’ve worn it, she’s probably had a hand in how it was sold. Super isn't a "finance guy" in a suit who only looks at spreadsheets. She’s a merchant. She understands fabrics, fit, and why a specific shade of mauve sells better than another.
The Strategy: Moving Past the Identity Crisis
For a long time, the brand felt like it was trying too hard to be "woke" to make up for the old "Angels" era. It was a noble effort, but the sales numbers were brutal. Shares plummeted during the transition years.
Super’s vibe is different. Since she took over, the "Path to Potential" strategy has focused on three things:
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- Bringing back the "Secret": Not the exclusive, skinny-only secret, but the glamour. The 2025 fashion show revival was a huge part of this.
- Product First: She’s obsessed with the actual bras. If it doesn't fit right, she doesn't care how good the marketing is.
- Speed: In 2026, fashion moves at the speed of TikTok. Super has been pushing the supply chain to react faster to what’s trending.
The Team Behind the Transformation
Hillary isn't doing this solo. She’s built a bit of a "dream team" of retail veterans over the last year.
- Anne Stephenson: Appointed President of Victoria’s Secret in May 2025. She’s a merchant through and through.
- Ali Dillon: The President of PINK. She came over from Alex Mill and has a deep history at J. Crew and Gap.
- Adam Selman: The Executive Creative Director. He’s the guy who actually designed Rihanna’s iconic looks and understands how to make "cool" work for a mass-market audience.
Is it actually working?
Surprisingly, yeah.
The financial data from late 2025 shows that the bleeding has mostly stopped. While the company saw a rough patch in early 2025—with stock prices dipping as low as $18—the end-of-year results were a different story. Revenue for the twelve months ending October 31, 2025, hit roughly **$6.39 billion**, a nearly 3% increase. That might sound small, but for a brand that was supposedly "dying," it’s a massive win.
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By December 2025, the stock (VSCO) had bounced back significantly, hovering around the $50-$60 range.
Why this matters to you
If you're an investor, you're looking at a turnaround story that is finally showing some "green shoots." If you're a shopper, you're seeing a brand that finally feels comfortable in its own skin. It’s not just about "Angels" or "Advocates" anymore; it’s about a company that wants to sell you a decent bra that looks good.
Hillary Super has gone on record saying she’s "unscripted and strategic." She’s been fired, she’s been promoted, and she’s been laid off. That kind of grit is exactly what a legacy brand needs when it’s trying to survive the 2020s.
Actionable Insights: What to Watch
- The Beauty Expansion: Keep an eye on the beauty segment. Under Amy Kocourek, VS is pushing hard into prestige scents and body care to rival stores like Sephora.
- Digital Integration: Super is leaning heavily into AI for sizing. If they can solve the "online return" problem with better tech, the profit margins will skyrocket.
- Market Position: They are still the leader in the North American intimates market. As long as they don't lose that crown to brands like Skims or Aerie, the "Super era" will be considered a success.
Check the labels on your next VS purchase—chances are, the design and the way it was marketed have Super’s fingerprints all over them. If you're looking to track the company's progress, the next quarterly earnings report in early 2026 will be the definitive proof of whether this momentum is here to stay.