The Body Shop relaunches in America with online store and Amazon partnership

USA – The Body Shop has officially returned to the U.S. market with a digital-first relaunch strategy that includes launching a dedicated online store and a digital storefront on Amazon. 

This approach marks a strategic shift from its prior physical retail presence to focus exclusively on e-commerce channels, making it more accessible to modern consumers.

Customers in the U.S. can now shop a curated selection of The Body Shop’s popular bath, body, skincare, and haircare products, including Ginger Shampoo and Conditioner, Camomile Cleansing Balm, and Shea Body Butter, with plans to add fragrances such as White Musk and special collections like Beauty Advent Calendars in the near future.

The relaunch follows The Body Shop’s exit from the U.S. market in 2024, after its U.S. operations filed for Chapter 7 bankruptcy amid financial difficulties. 

The brand was then bought out of U.K. administration in 2024 by an investor group led by Auréa Group and has since been undergoing a turnaround under new leadership. Mike Jatania, Executive Chairman and CEO, stated, “The return of The Body Shop to the US marks a pivotal moment in our global expansion strategy.” 

“By combining a robust e-commerce presence with a leading marketplace offering, we are meeting customers where they are while delivering on our promise of ethical, high-quality products.”

The focus is on rebuilding connections with loyal customers while reinforcing The Body Shop’s core values of ethical, high-quality, cruelty-free products and social impact.

This digital-first relaunch aligns with a broader global growth strategy centred on consumer-centricity, omnichannel availability, innovation, and sustainable, profitable growth. 

While currently prioritizing direct-to-consumer (DTC) and marketplace approaches via Amazon and its own site, The Body Shop is also strategically considering future broader distribution opportunities in the U.S. market. 

The move aims to meet customers where they are by leveraging the convenience of online shopping, thereby reestablishing the brand sustainably.

Meanwhile, The Body Shop Canada was recently acquired by Serruya Private Equity, a Markham, Ontario-based firm led by Michael Serruya, co-founder of the frozen yoghurt chain Yogen Früz. 

This acquisition marks the retailer’s transition to full Canadian ownership after a turbulent year marked by financial difficulties and restructuring. 

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