The Body Shop expands online reach with first retail partnership

In a significant step in its ongoing transformation, The Body Shop is strengthening its online retail strategy in a new partnership with Lookfantastic.

The move marks the next phase of the brand's UK growth plan, expanding its distribution model to include a third-party retailer for the first time.

The aim is to reach a wider audience of online beauty shoppers seeking sensorial, ethical and affordable self-care products.

Alia Hawa, Chief Commercial & Brand Officer, The Body Shop, said: "We’re so thrilled to be launching our brand on Lookfantastic and bringing The Body Shop products to a wider audience through such a trusted beauty destination.

"This partnership marks an exciting step in our continued growth and allows us to meet our customers where they already love to shop."

The partnership will include early product previews and exclusive launches, including the Aurora Shimmer Mist from The Body Shop’s new Glow Collection, which will be available exclusively on the platform for two weeks this summer.

Customers will also be able to purchase a selection of the brand’s “Most Loved” products, such as Shea Body Butter, Camomile Cleansing Butter, Ginger Shampoo, Hemp Hand Protector, Edelweiss Daily Serum Concentrate and Vitamin E Moisture Day Cream.

The collaboration aims to expand the availability of a British beauty brand through a large online beauty retailer, increasing its presence in digital shopping channels.

For Lookfantastic, the addition of The Body Shop also broadens its portfolio with a globally recognised brand known for its ethical positioning and multi-generational appeal.

Keely Gough, Managing Director at Lookfantastic, said: "The Body Shop is an Iconic brand that genuinely means something to people and is built on values that have always resonated with our community.

"Bringing it to Lookfantastic for the first time feels like a natural fit. Our customers can now shop a brand they've loved for decades, right alongside everything else they rely on us for. We couldn't be more pleased to welcome them."

The partnership comes as The Body Shop continues efforts to rebuild momentum following a challenging period.

Once recognised as a pioneer in sustainability-led retail, the brand has faced increased competition and shifting consumer sentiment in recent years, ultimately entering administration in February 2024.

Following its acquisition by Aurea almost two years ago, the company has been focusing on reconnecting with its heritage while pursuing renewed innovation

To mark its 50th anniversary, The Body Shop recently advanced its “Rebellious by Nature” campaign, highlighting its heritage of activism, natural ingredients and product efficacy through an omnichannel marketing approach.