Walk down almost any major British high street and you’ll see it. That dark green storefront. It’s familiar, maybe even nostalgic, smelling faintly of White Musk and tea tree oil. But the high street Body Shop has had a rough few years. Honestly, "rough" is an understatement. It’s been a chaotic saga of administration, shifting ownership, and a desperate scramble to stay relevant in a world that moved on while the brand stayed still.
Anita Roddick started this whole thing in 1976. She wasn’t just selling moisturizer; she was selling a manifesto. No animal testing. Fair trade. Refillable bottles. It was radical back then. Now? Every supermarket brand claims the same thing. That’s the core of the problem. When the pioneer becomes the backdrop, the business starts to bleed. By early 2024, the UK arm of the company collapsed into administration, leaving fans wondering if the high street Body Shop was gone for good.
It wasn’t just about the products. It was about the rent, the massive overheads of physical stores, and a series of owners—L'Oréal, then Natura &Co—who struggled to figure out how to make a "rebel" brand work inside a corporate machine.
The 2024 Crash: What Really Went Wrong
When FRP Advisory was appointed as administrators in February 2024, the headlines were grim. Over 70 stores closed almost immediately. Hundreds of jobs vanished. It felt like the end of an era. You’ve probably wondered why a brand with such high name recognition couldn't pay its bills.
Basically, the high street Body Shop was bloated. It had too many stores in expensive locations that weren't pulling their weight. While we all started buying our skincare on TikTok Shop or Cult Beauty, The Body Shop was still relying on footfall that just wasn't there anymore. Plus, the competition got fierce. Brands like Lush took the "ethical" crown and ran with it, offering a more sensory, "Instagrammable" experience that made The Body Shop feel a bit... dusty.
Then there was the debt. Under Natura &Co, the company struggled with profitability. By the time it was sold to the private equity firm Aurelius in late 2023, the cracks were too deep to paper over. The administration was a "reset button," albeit a painful one that hurt a lot of loyal staff and suppliers.
The New Ownership: Who is Auréa?
In September 2024, a lifeline appeared. A consortium led by Mike Jatania’s investment firm, Auréa, officially took over the high street Body Shop. This wasn't just another corporate hand-off; it felt like a tactical move by people who actually understand the beauty industry. Jatania is a veteran—he knows how to revive "tired" brands.
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He didn't come in with a "close everything" mentality. Instead, the focus shifted to stabilizing the remaining 100+ UK stores. They’ve brought in Charles Denton, the former CEO of Molton Brown, to steer the ship. This is a big deal. Molton Brown succeeded where The Body Shop failed by maintaining a premium feel without losing its soul.
The strategy now? Less "discount bin" energy, more "expert beauty destination." They're trying to reclaim that ethical high ground. But you can't just say you're ethical anymore; you have to prove it in a way that resonates with Gen Z, a group that is notoriously good at spotting "greenwashing."
The Struggle with the "Middle Ground"
The Body Shop exists in a weird space. It’s not "budget" like The Ordinary, but it’s not "luxury" like Aesop. It’s stuck in the middle. In retail, the middle is a dangerous place to be.
High street Body Shop locations are trying to bridge this gap by leaning into their "Change-making Stations." These are the refill hubs where you can bring back your empty plastic bottles. It’s a great idea, but it’s also a logistical nightmare to scale. Is it enough to get people off their couches and into a physical store? Maybe. But the product has to be better than just "okay."
The Product Problem: Beyond White Musk
If you ask someone what they buy at the high street Body Shop, they’ll usually say "Hemp Hand Cream" or "Body Butter." These are classics. They are also decades old.
The brand has struggled to launch a "viral" product in the last ten years. While competitors are launching niacinamide serums and snail mucin creams every other week, The Body Shop has felt a bit stagnant. To survive, the new management has to innovate. They need products that solve specific skin problems, not just things that smell like Satsuma.
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What People Get Wrong About the Ethical Stance
A lot of people think The Body Shop lost its B Corp status during the administration. That’s not true. They are still a B Corp, which means they meet high standards of social and environmental performance.
However, being a B Corp is no longer a unique selling point. Every brand from Sunday Riley to Elemis has caught up. The "Cruelty-Free" leap-bunny logo is now standard on most drugstore products. The high street Body Shop has to find a new way to be radical. Whether that's through radical transparency in their supply chain or a return to Roddick-style activism, they need a voice that doesn't sound like a marketing department wrote it.
The Digital vs. Physical Divide
The high street is dying, right? Not exactly. It's just changing.
The high street Body Shop stores that survived the 2024 cuts are the ones that actually make money. But the future is "omnichannel"—a buzzword that basically means you can buy it anywhere. The Body Shop’s website was, for a long time, clunky compared to Sephora or Boots. Fixing the digital experience is just as important as fixing the storefronts.
Interestingly, the "Body Shop at Home" model—the direct selling arm that functioned a bit like Avon—was shut down during the restructuring. This was a controversial move. For many, that was the brand. But it was also an outdated model that didn't fit the new, streamlined vision. It was a "clean break" strategy.
How to Support the Brand (If You Actually Care)
If you want to see the high street Body Shop survive, the reality is simple: you have to shop there. But you should shop smart.
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- Use the Refill Stations. This is where the brand actually offers something the internet can’t—a way to reduce plastic waste instantly. It’s cheaper for you in the long run, too.
- Look at the Vitamin C Range. Honestly, their Vitamin C Glow Boosting Moisturiser is one of the few products that consistently holds its own against high-end brands.
- Give Feedback. The new management is reportedly looking closely at what customers actually want. If you hate a new formula, tell them.
What Really Matters for the Future
The high street Body Shop is a litmus test for the retail world. If a brand with this much heritage and a clear mission can't survive, what does that say about our high streets?
It’s about more than soap. It’s about whether we value physical spaces where we can interact with products and people. The new owners have a massive mountain to climb. They have to settle debts, re-energize a demoralized workforce, and convince a skeptical public that they aren't just a "90s nostalgia brand."
The era of having a Body Shop on every corner is over. That’s a good thing. A smaller, leaner, more focused version of the company has a much better chance of surviving the next fifty years than the bloated giant that nearly collapsed under its own weight.
Actionable Insights for the Savvy Shopper
To navigate the "new" version of this classic retailer, keep these practical steps in mind:
- Check the Store Locator First: Do not assume your local branch is still open. Following the 2024 administration, over 70 UK locations were permanently shuttered. Check their official site before making a trip.
- Invest in the "Core" Icons: If you are worried about the brand changing under new ownership, stock up on the "Community Fair Trade" staples like the Shea Body Butter or the Hemp range. These are the products the new owners are most likely to protect.
- Join the "Love Your Body" Club: If you're a regular, the points system actually yields decent rewards (usually five pounds for every fifty spent). In a struggling retail environment, loyalty programs are often the first thing to be devalued, so use your points as you earn them rather than hoarding them.
- Watch the Ingredients: As the brand moves toward 100% vegan certifications across all ranges, keep an eye on your favorites. Some formulas have changed slightly to accommodate this shift, which can affect texture or scent if you've been using the same product for twenty years.
The high street Body Shop isn't dead, but it is different. It’s leaner, a bit more cautious, and fighting for its life. Whether it succeeds depends on if it can remember how to be a rebel again.