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Dive Brief:
The Body Shop is reentering the U.S. market in October through e-commerce via a dedicated website and an Amazon storefront, per a press release shared with Retail Dive.
The beauty brand will be selling bath, body, skin care and hair care products, which include previously popular items and plans to extend fragrances.
The move is part of a “reinvigorated global growth strategy focused on consumer centricity, omnichannel availability and innovation across product and experience,” per the press release.
Dive Insight:
Coming back to the U.S. by prioritizing e-commerce, The Body Shop is taking on a new approach to meeting customers where they are.
“The return of The Body Shop to the U.S. marks a pivotal moment in our global expansion strategy,” The Body Shop Executive Chairman and CEO Mike Jatania said in a statement. “By combining a robust e-commerce presence with a leading marketplace offering, we are meeting customers where they are while delivering on our promise of ethical, high-quality products. This launch will enable us to rebuild connections with loyal U.S. consumers and drive sustainable, long-term growth for our business.”
The Body Shop was bought by a consortium of investors led by Auréa Group in 2024 out of U.K. administration, which is a process similar to bankruptcy in the U.S. The Body Shop’s U.S. arm had separately filed for Chapter 7 liquidation in March 2024, claiming in court that it was given no notice of the U.K. filing and said its U.K.-based parent company took all its cash.
The U.K parent had entered the administration process earlier that year after exploring strategic alternatives. Beauty conglomerate Natura & Co. in 2017 acquired The Body Shop from L’Oréal, but failed to capitalize on the investment despite a rising interest in the cruelty-free and eco-friendly marketing approach The Body Shop took to its merchandise.
Private equity group Aurelius purchased The Body Shop for about $257 million in 2023 from Natura.
Reemphasizing The Body Shop’s “purpose-led beauty, cruelty-free” mission is a core aspect of its return to the U.S. Choosing to do so specifically through e-commerce is meant to help it engage with a wide audience and make itself more accessible.
With the Auréa Group, The Body Shop represents one of its oldest businesses — having been founded in 1976 in Brighton, England — and is part of a portfolio of younger beauty brands including Herbivore Botanicals and DCYPHER.