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.