The Body Shop Goes Back to Naturals and Activism to Find Growth

The Body Shop is getting back into fighting form. Under new-ish ownership by Natura Cosmetics SA, the once struggling business has gone through a period of reconnecting with its old scrappy individualism. That includes projects like collecting 8.3 million signatures against animal testing and delivering them to the UN, plus a plastics recycling and sustainability program in India. That brand of activism, which was at the crux of late Body Shop founder Anita Roddick’s business philosophies, is making a comeback at the newly anointed B Corp., which is now helmed by chief executive officer David Boynton. “This was a business that lost confidence in itself and what it was supposed to do,” Boynton told WWD during an interview at The Body Shop’s U.S. headquarters, a WeWork in Manhattan’s SoHo neighborhood. “If I could sum it up really, the big thing for the business is…me helping it to get its mojo back, frankly.” Since he joined the company in December 2017, Boynton has presided over a period of both soul-searching and reorganization that has led The Body Shop back to both the core values of Roddick, with initiatives like refillable products and activism, while also heeding the dictates of the Wall Street community. Profit

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