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Published September 9, 2020
Published September 9, 2020
Photo: via The Body Shop

Anita Roddick founded The Body Shop in 1976 with the vision of putting people and planet first, standing up for what’s right and being a force for good in the beauty industry. L’Oréal acquired The Body Shop in 2006 at the height of its success, but somehow under the L’Oréal umbrella, the brand lost its way. Natura acquired the brand from L’Oreal in 2017 in a $1.1 billion deal and under the Natura portfolio, the brand is getting back to its activist roots. Culturally its a better fit Natura. has been devoted to eco-friendly and ethical business practices since its founding in 1969—long before greenwashing went mainstream. Operating as a Certified B Corp the triple bottom line mandate is part of the Natura DNA.

Jessie Macneil-Brown, head of global activism said at the time of the acquisition. “One of my missions is to turn Body Shop [stores] into activist hubs. People love people, that’s human nature, and we want to be part of our community. We are working on all the ways we can do that in store.”

The launch of Activist Workshop store in Singapore Situated at ION Orchard is the articulation of the vision for brick and mortar stores to become centers for education, campaigning, and lobbying, bringing the brand’s purpose to life and giving people more reasons to visit. The activist spirit has been re-ignited inspiring visitors that “now, more than ever, the world needs strong, confident bodies.”

The ION Orchard store has been reimagined to re-ignite the activist spirit at the core of The Body Shop brand. The first of its kind concept encourages visitors to explore, recycle products, and discover how, together, we can fight for a fairer and more beautiful world. ” It’s time to scrub up our bodies and scrub up the world. Together, we’re unstoppable.”

Reflective of the brand’s commitment to sustainability the store has been designed with real purpose and functionality in mind. Materials were responsibly sourced, repurposed, recycled, and upcycled. Re-fit with fixtures made from green material like reclaimed wood and recycled plastic minimize the environmental impact, zinc was chosen for the facade because it requires less energy to produce than other metals, and EKOply worktop surfaces are manufactured from 100% recycled material destined for landfill.

DIY Gifting Station encourages customers to get creative with wrapping their gifts and personalize them with fun and funky stamps and stickers.

Scents of Life fragrance corner houses 16 cruelty-free fragrances and spritzes for women and men.

Activist Bay is a learning up that allows consumers to dive into The Body Shop’s activist roots and passion for inciting change.

Water Station allows thirsty patrons to hydrate on the go or fill reusable bottles.

This store has been transformed into a space that embraces social change and awareness the concept allows visitors to discover The Body Shop’s activist roots, educate them on current brand initiatives and encourage them to how to get involved and take a stand with a global and local collective of fearless and restless activists.


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