The Body Shop celebrates 50 years with ‘Grow Wild’ campaign spotlighting four famous female voices

The Body Shop has launched its 50th anniversary campaign, bringing together Jameela Jamil, Leigh-Anne Pinnock, Paloma Faith and Ashley James to celebrate the women and girls who “refuse to shrink themselves”.

Titled Grow Wild, the campaign forms part of a wider anniversary programme running throughout 2026 and supports the relaunch of the British beauty brand’s reformulated Body Butters and updated Born Lippy range, while also highlighting some of its long-established bestsellers.

The campaign will run across paid and organic social media, creator partnerships, brand storytelling, in-store point-of-sale materials and The Body Shop website.

Four 'Wildflowers' front the campaign

The Body Shop’s four campaign partners, described as its “Wildflowers”, each embody themes that reflect the brand’s anniversary message.

Actress and comedian Jameela Jamil is known for her body positivity and self-worth advocacy through her I Weigh movement. Singer Leigh-Anne Pinnock has used her solo career to champion creative independence while speaking out on racial equality. Singer-songwriter Paloma Faith has been an outspoken advocate for challenging traditional expectations of womanhood, while broadcaster Ashley James campaigns on issues including women’s rights, body image and gender equality.

Alia Hawa, Chief Commercial & Brand Officer at The Body Shop, said in the campaign announcement: “For 50 years, The Body Shop has stood with women who refuse to shrink themselves, and this anniversary felt like the moment to amplify that message louder than ever.

“Anita was the original wildflower and her spirit is very much alive in every element of this campaign.”

James also highlighted her personal connection with the brand’s products. “I’ve been using The Body Shop’s Body Butters since I was twelve years old, so fronting this campaign feels like a beautiful full-circle moment,” she said.

Product relaunches support the anniversary campaign

Alongside the campaign, The Body Shop is reformulating its Body Butter range with Community Fair Trade ingredients and updated textures. The collection will feature 10 scents and formats, including Strawberry, Coconut, Mango and Shea.

The reformulated Body Butters will launch online and in stores on 8 September, following the 8 July relaunch of the updated Born Lippy collection, priced at £10.

The refreshed Born Lippy range includes Strawberry Jam, Watermelon Sorbet, Cherry Glaze, Peach Ice Tea, Caramel Cream and Matcha Latte. The vegan, non-sticky formula is designed to hydrate lips for up to 12 hours, with the launch forming part of the retailer’s broader colour cosmetics strategy.

The anniversary campaign will also spotlight several established products, including Camomile Sumptuous Makeup Cleansing Butter, Vitamin E Day Cream, Ginger Anti-Dandruff Shampoo and Edelweiss Daily Serum Concentrate.

Campaign comes as The Body Shop continues recovery

The launch of Grow Wild follows The Body Shop’s recent expansion into third-party distribution through Lookfantastic and its UK rollout on Uber Eats.

The moves come as the retailer continues its recovery following its administration process in February 2024 and subsequent acquisition by Aurea.

Further anniversary activity is expected throughout the remainder of 2026, with the Body Butter relaunch set to be one of the campaign’s key product moments in September.