The Body Shop returns to US with digital-first strategy

The Body Shop is making a renewed push into the US market, debuting on Amazon this week as part of a broader digital-first strategy aimed at revitalising the brand under new leadership.

The British beauty retailer has faced a series of challenges in recent years, including financial turbulence and multiple changes in ownership. Now, under the guidance of Executive Chairman and CEO Mike Jatania, the brand is focused on rebuilding its presence with a streamlined approach.

"Our focus has been on rebuilding and renewing The Body Shop," said Jatania, who took over leadership in July following the departure of Charles Denton.

Jatania also heads Auréa, one of the key investors that rescued The Body Shop from administration earlier this year. Prior to this, the beauty brand was briefly owned by private equity firm Aurelius, which acquired it from Natura & Co. in 2023.

"We’ve stabilised operations, streamlined our focus and reenergised our teams around what makes this brand truly special: our commitment to ethical, high-quality products and positive impact," added Jatania.

The Amazon launch in the US is part of a wider strategy to create a cohesive and profitable digital ecosystem across direct-to-consumer (DTC) channels and marketplaces, according to WWD.

"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 said.

"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."

Jatania also expressed confidence in the continued appeal of The Body Shop’s hero categories - bodycare, skincare, and haircare - in the US market. "Ranges such as Ginger, Shea, Edelweiss, Vitamin C and Tea Tree have built exceptional loyalty and we expect them to perform strongly in the US market," he emphasised.

The US relaunch comes after restructuring efforts following the collapse of The Body Shop’s UK business, leading to the closure of 80 UK stores and significant job cuts.

The company also sold off most of its European business and parts of its Asian operations to stabilise its finances.

Now, with a renewed focus on core markets and customer-centric digital strategies, The Body Shop is betting on a comeback in both the UK and US.