The Body Shop Finds New Life Under Aurea Ownership business, fashion, fashion news

After months of uncertainty, the future of The Body Shop in the UK has been secured with the completion of a deal by the Aurea consortium, led by entrepreneur Mike Jatania. This acquisition rescues the remaining approximately 100 stores across the country from closure and marks a significant turning point for the struggling beauty brand.

Previously owned by L’Oréal (2006−2017) and Natura &Co (2017−2023), The Body Shop faced financial difficulties leading to its administration earlier this year under Aurelius ownership. This resulted in the closure of stores globally, including a significant reduction in the UK presence.

Aurea’s acquisition, while undisclosed financially, represents their largest investment to date and signals a renewed commitment to revitalize the brand. Jatania, known as the «Cosmetics King» for his successful tenure leading Lornamead – a company owning heritage brands like Yardley and Woods of Windsor – will head the revived business alongside Charles Denton, former CEO of Molton Brown.

The consortium aims to restore The Body Shop’s position as a leader in ethical beauty, a sector it pioneered nearly 50 years ago. Jatania emphasized their focus on exceeding customer expectations through product innovation and seamless multi-channel experiences while honoring the brand’s ethical values.

While the task ahead is undoubtedly challenging, Jatania and Denton bring extensive experience within the beauty industry to the table. This acquisition offers a glimmer of hope for The Body Shop as it approaches its 50^th anniversary in 2026, allowing the brand to potentially reclaim its former glory.