The Body Shop is returning to the U.S. under new ownership

The Body Shop is making its return to the United States in October after closing all doors in the market last year, with the relaunch by the British beauty brand featuring a dedicated online store and a digital storefront on Amazon (AMZN).Customers in America will be able to shop a curated range of The Body Shop’s products, from bath & body to skin and hair care. U.S. customers can now shop core collections such as Ginger Shampoo, Camomile Cleansing Balm, and Shea Body Butter, with upcoming launches including White Musk fragrances and Beauty Advent Calendars.The company is adopting a digital-first approach as part of its turnaround strategy aimed at revitalizing the brand under new leadership. The relaunch focuses on accessibility, sustainability, and reconnecting with consumers.The Body Shop was founded in 1976 in Brighton by British entrepreneur Anita Roddick, who built the business from modest beginnings with a commitment to offering products that had not been tested on animals. The company turned into an ethical personal care powerhouse after entering the U.S. in 1988 and beginning franchising in 1990. L’Oréal (OTCPK:LRLCF) (OTCPK:LRLCY) acquired The Body Shop in 2006. Following some growing pains, Natura and Aurelius also took turns at owning The Body Shop. The U.S. business filed for bankruptcy in 2024.The Body Shop was bought by a consortium of investors led by Auréa Group in 2024 out of U.K. administration, which is a process similar to bankruptcy in the U.S. Auréa is a growth capital firm founded by Mike Jatania and former finance executive Paul Raphael. Auréa describes itself as an investment platform “focused on beauty, wellness, and longevity,” led by British tycoon Mike Jatania alongside founding partners Paul Raphael and Andrew Vagenas.Looking ahead, The Body Shop’s relaunch in the U.S. could add incremental competitive pressure on various online sellers, such as Bath & Body Works (BBWI), Sephora, Ulta Beauty (ULTA), Aveda’s, and Burt’s Bees.