The Body Shop is taking another stab at the U.S. market.
The brand, which has seen a slew of challenges, changes in ownership and shifts in leadership, debuted on Amazon on Tuesday as part of the new team’s digital-first focus on the region.
“Our focus has been on rebuilding and renewing The Body Shop,” said Mike Jatania, executive chairman and chief executive officer of The Body Shop. He assumed the post in July, succeeding Charles Denton. Jatania also leads Auréa, which is one of the key investors that pulled The Body Shop out of administration over the summer. Prior to Auréa and the consortium of fellow investors, the company was owned briefly by private equity firm Aurelius, who acquired it from Natura & Co. in 2023.
“We’ve stabilized operations, streamlined our focus and reenergized our teams around what makes this brand truly special: our commitment to ethical, high-quality products and positive impact,” Jatania continued.
The brand still boasts awareness among Gen X and older Millennials who grew up with its brick-and-mortar storefronts. While he didn’t rule brick-and-mortar retail out, Jatania said the focus would be digital for the brand’s early days in the market. “Beyond Amazon and our own dot-com, we’re strategically considering our options for broader U.S. distribution. Our approach will be guided by sustainable, profitable growth opportunities and shaped by the needs and habits of our customers.
“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,” Jatania continued. “Success for us is measured not just by top-line growth, but by creating a healthy, margin-positive business with strong repeat purchase rates and meaningful customer lifetime value.”
He expects The Body Shop’s core categories — body care, skin care and hair care — to continue to resonate, noting “ranges such as Ginger, Shea, Edelweiss, vitamin C and Tea Tree have built exceptional loyalty and we expect them to perform strongly in the U.S. market.”
Amazon, now the largest beauty retailer in the U.S., has become a low-stakes way for brands at all stages of their life cycles to stay in the market. Case in point, Glamglow has wound down its website in favor of selling on Amazon.
Jatania acknowledged that the market has only become more competitive, but said, “our pioneering legacy and unwavering values give us a unique and enduring advantage. We were one of the first to champion cruelty-free, community fair trade and environmentally responsible beauty long before it became a trend. That heritage, combined with ongoing innovation, transparency and inclusivity, positions The Body Shop as a trusted, purpose-driven brands that offers effective products while making a positive impact to people and planet.”
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