The Body Shop At Home to close after 30 years

The Body Shop has decided to close its 'The Body Shop At Home' scheme next month, with the launch of a new ambassador programme set to take its place.

The scheme, which has been running for 30 years, is a direct selling channel that allows independent consultants to sell the beauty brand's products from home.

Existing consultants will now be able to sell back any excess stock to The Body Shop, following its announced closure.

The Body Shop told TheIndustry.beauty: "The world is changing fast and we need to be right where our customers are – digital marketplaces, e-tailers, wholesalers and social media platforms. It’s time for us to invest in these areas, alongside our retail estate.

"Having carried out a full review in 2023, we have decided to close The Body Shop at Home in Australia and the UK.

"We understand change is tough; this is in no way a reflection of our committed consultants, who have been valued members of our community for 30 years, and we are supporting them during this time."

The scheme is being replaced by a new ambassador programme, which will be fully integrated into the brand's ecommerce channel.

As part of this, consultants in the UK can continue to earn commission by offering people in their network offers from The Body Shop.

The move comes as The Body Shop refocusses its strategy to drive growth within the business, particularly across its digital channels.

Whilst the decision is said to be unrelated to the brand's recent change in ownership, it follows the acquisition of The Body Shop by private equity firm Aurelius from Natura & Co last month.

Maddie Smith, UK Managing Director for The Body Shop, said: "Today’s announcement is part of how we reinvigorate The Body Shop to better reflect what shoppers want in 2024 and beyond.

"The ambassador programme does exactly that, using an excellent platform to provide a seamless experience for consultants and their customers.

"I’d like to take this opportunity to thank all our consultants and colleagues, past and present, for their work, effort, and dedication, which has made The Body Shop a successful, trailblazing business for decades."

Founded in 1976, The Body Shop was the brainchild of responsible beauty and retail entrepreneur, the late Dame Anita Roddick. It was a pioneer of cruelty-free cosmetics and refillable packaging, decades before they became mainstream business trends.