Yesterday, The Body Shop has appointed Alia Sirina Hawa as its new Chief Commercial & Brand Officer, marking a significant addition to the British beauty brand’s leadership team. Hawa joins from L’Occitane Group, where she most recently served as President for Europe, the Middle East, and Export Markets until April 2025.
Her tenure with L’Occitane began in 2019 as Managing Director for the UK & Ireland, following over a decade in various leadership roles at L’Occitane en Provence. She also brings experience from luxury fashion house Coach, where she was Senior Regional Brand Director for EMEAI.
In a LinkedIn post, Hawa expressed enthusiasm for the move: “This is more than a new role – it’s the beginning of a purpose-led journey with a brand I’ve long admired for its unapologetic stand on what matters: activism, DE&I, empowerment, and human connection. The Body Shop has faced challenges in recent times – but today, with Aurea as new owners, it stands on a clean, solid foundation for a fresh start, renewed investment, and a return to growth.”
Hawa’s appointment comes at a pivotal moment for The Body Shop, which was acquired in 2024 by Aurea, a consortium led by Mike Jatania, after entering administration earlier that year. The restructuring resulted in 82 store closures and 489 job losses in the UK.
