The Body Shop unveils new tech-driven store under next phase of transformation

The Body Shop has opened a new store on London's Oxford Street, marking a significant step in its ongoing transformation.

The new space at 391 Oxford Street showcases the brand's latest retail design and technology, combining interactive features with its long-standing commitment to ethical and naturally-inspired beauty.

Among the new features is an AI Skin Analysis Tool, exclusive to this location, which provides customers with a personalised skincare consultation through AI-driven face mapping. The tool identifies up to 14 skincare concerns and generates tailored product recommendations.

At the centre of the store, a Skincare Experience Table invites customers to explore and test products through hands-on masterclasses and demonstrations. The circular space, equipped with built-in sinks and illuminated mirrors, is designed to encourage education and engagement.

Another highlight is the Scent Piano. A "retail first" for the brand, this interactive feature allows visitors to explore The Body Shop’s fragrances while learning about the inspiration and ingredients behind each scent.

The store also offers a UK-exclusive product, the Tobacco Flower Eau De Toilette, alongside The Body Shop’s wider collection of skincare, bodycare, haircare, make-up, fragrance, and gifting ranges.

The Body Shop was founded in 1976 by Dame Anita Roddick. It originally traded out of a small shop in Brighton and built its reputation as a pioneer in ethical beauty, using natural, fair-trade, and sustainably sourced ingredients.

The Oxford Street opening comes after a challenging period for the company, which restructured its UK operations following its entry into administration in February 2024, resulting in the closure of around 80 stores. The business was rescued by a consortium led by British tycoon Mike Jatania in September 2024, with the remaining 113 stores continuing to trade.

With this new store, the brand appears to be focusing on experiential retail and technology-driven personalisation to re-engage customers and reaffirm its position in the competitive beauty retail landscape.

It comes as The Body Shop bets on a comeback in both the UK and the US, making a renewed push into the US after debuting on Amazon earlier this month. The Amazon launch is part of a wider strategy to create a cohesive and profitable digital ecosystem across direct-to-consumer (DTC) channels and marketplaces in this market.