The Body Shop at FUTR Europe: How the ethical pioneer brand is redefining purpose led retail

The Body Shop says it is redefining purpose led retail and claims a ‘resurgence’ is on the cards after it was bought out of administration in 2024 and ahead of its 50th anniversary in 2026.

The Body Shop’s Chief Marketing Officer Penny Brook says the retailer is experiencing a “bounce back” just over a year after it was rescued from administration.

Speaking last week at FUTR Europe, Brook observed that it is important the brand remembers what it stands for, but still needs to be responsive. She explained: “We are still keen to be seen as an ethical pioneer in the wellbeing space, but what worked for our customer yesterday doesn’t work today and won’t work tomorrow.”

Next year The Body Shop will celebrate its 50th anniversary, but Brook admitted this heritage was something of a double-edged sword and said there hasn’t been enough “fun and joy” in recent years, adding that it now plans to get “closer to consumers' needs and wants”.

“While we are definitely standing on the shoulders of giants, we would be doing a massive disservice to Anita [Roddick, The Body Shop’s Founder] if we just kept looking back at her work,” Brook noted. 

With many brands looking to younger consumers for growth, Brook says many misunderstand the demographic, as these demographics tend to express a preference for ethical brands, despite being big consumers of fast fashion. “There’s massive pressure exerted on Gen Z and Gen Alpha - they’re seen as the ticket out of the mess we’ve created,” she commented. “But we’re not setting them up to have access to high-value products.”

“Self-expression is becoming algorithmic,” Brook added, noting the potential negative impact social media can have on younger consumers’ mental health and concerns. She also raised concern that pigeon-holing consumers by relying on data could contribute to this. “At The Body Shop, we believe that confidence is beautiful,” she observed, adding that it has to find a way to keep pushing this message.

Brook also noted that Gen Z is seen by many brands as a “a bit of a cash cow” and expressed concern about the growing trend for skincare brands to target tweens with colourful packaging. “A lot of this stuff is inappropriate for children,” she said. 

Adding that The Body Shop has always targeted its products appropriately, Brook said there is “a real opportunity” now for brands that can help consumers feel better. “I think our job is not just creating ethical products that make you feel good about yourself, but also bringing joy and positivity."

Brook also noted that The Body Shop has a challenge in finding a way to share its purpose without being preachy. She added that it is currently highlighting the work it does with its suppliers around the world. “There’s real value in connecting global communities,” she said. 

However, she was also keen to stress the potential impact of purpose led retail. “It’s all too quickly forgotten that The Body Shop put an end to animal testing in beauty. That shows how brands can have an impact.”