According to report, The Body Shop is making a fresh attempt to reestablish itself in the U.S. market, debuting this week on Amazon as part of a renewed digital-first strategy under its new leadership.
“Our focus has been on rebuilding and renewing The Body Shop,” said Mike Jatania, the brand’s executive chairman and CEO, who took the helm in July after leading investor group Auréa’s acquisition of the company out of administration earlier this year. The brand has faced a turbulent few years, with multiple ownership and leadership changes since its sale by Natura & Co. to Aurelius in 2023.
According to Jatania, the company has now “stabilized operations, streamlined its focus and reenergized its teams” around what has always set The Body Shop apart — its commitment to ethical, high-quality products and positive social impact. While the brand still enjoys strong name recognition among Gen X and older Millennials who remember its mall-store heyday, its U.S. return will center on digital channels rather than brick-and-mortar stores.
“Beyond Amazon and our own dot-com, we’re strategically considering our options for broader U.S. distribution,” Jatania said, emphasizing a measured approach driven by sustainable, profitable growth. “We aim to build an owned digital ecosystem that combines DTC and marketplaces into a tailored customer experience reflecting the brand’s mission and heritage.”
The Body Shop plans to lean on its hero categories — body care, skin care and hair care — with flagship ranges such as Ginger, Shea, Edelweiss, Vitamin C and Tea Tree expected to resonate strongly with U.S. consumers.
Jatania also acknowledged the increasingly competitive beauty landscape, but expressed confidence in the brand’s enduring values. “We were one of the first to champion cruelty-free, community fair trade and environmentally responsible beauty long before it became a trend,” he said. “That heritage, combined with ongoing innovation, transparency and inclusivity, positions The Body Shop as a trusted, purpose-driven brand that offers effective products while making a positive impact on people and planet.”
