Beauty And Retail Insiders Offer The Body Shop’s New Owner Suggestions For How To Revive The Storied Chain
Natura & Co’s sale of The Body Shop to new owners has sparked a broad industry conversation about how the iconic ethical beauty brand can regain relevance amid evolving consumer expectations and intensified competition in natural and sustainable beauty. Retail and beauty insiders offered strategic ideas focused on everything from brand repositioning to product innovation and experiential retail.
“First, I would return to the root of what made Body Shop explode decades ago: being one of the first to truly speak to positive impact on the planet and animals,” says Susannah Dellinger, founder and CEO of Bright Beauty Connect, whose retail agency helps purpose-led brands break into major specialty channels. She suggests removing artificial fragrance to signal leadership in clean, planet-friendly formulations and re-activating community engagement through events and localized initiatives that bring customers into the brand’s mission. Dellinger also recommends adding interactive in-store experiences like custom body blend bars and deepening recycling programs to make The Body Shop a destination for conscious consumers again.
— Susannah Dellinger, Bright Beauty Connect
