The Body Shop Returns to the US Market

A few days ago, Retail Dive broke the news that the embattled beauty retailer was set to make a comeback to the US market this October through a dedicated e-commerce website and an Amazon storefront. By focusing on omnichannel retail, product innovation, and customer experience, The Body Shop hopes to fuel growth in the market.

In addition to its standard product offering of skincare, haircare, and bath and body care, The Body Shop plans to extend into the fragrance category. Not surprising, considering the rise of hair and body mists.

It’s been well-documented that the British beauty brand had been struggling not just in its home market, but also abroad, so it wasn’t surprising when The Body Shop went into administration in 2024 in the UK and filed for Chapter 7 in the US. Since then, the retailer was acquired by a group on investors led by Aurea Group.

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