Does L’Oréal still own The Body Shop? 

A question I still get asked all the time is, ‘Does L’Oréal still own The Body Shop?’ I get it. I think it’s fair to say that L’Oréal’s acquisition of The Body Shop is still one of the biggest controversies in beauty history. It got a lot of press. Unfortunately for The Body Shop, there wasn’t quite so much press when they were sold on in 2017. In today’s blog post we’ll explore the relationship between L’Oréal and The Body Shop and see where the brand stands today in the ethical beauty landscape. 

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The Boycott Under L’Oréal’s Ownership

During its time under L’Oréal’s ownership, The Body Shop faced scrutiny and backlash from customers who questioned whether the brand’s ethical values aligned with those of its parent company. To put it simply, The Body Shop had long been known for its commitment to cruelty-free products, advocating against animal testing and supporting community trade. On the other hand, L’Oréal had faced criticisms for its involvement in animal testing and no real care for ethical ingredients or practices. 

As a result, a significant number of consumers decided to boycott The Body Shop, expressing their disapproval through their wallets. I’m happy to admit that I was one of those customers. 

A Successful Consumer Boycott

In 2017, L’Oréal made the bold decision to sell the brand on. The sell-off marked a turning point, showing that consumers’ voices hold immense power. This successful consumer boycott made it clear that ethics and values matter deeply to customers and businesses must listen. Or make a loss. Their choice. 

The Linger of L’Oréal 

Whilst The Body Shop has found a new home under cruelty-free Natura &Co, the effects of its L’Oréal history still linger. Whenever I talk about The Body Shop – as a cruelty-free influencer – I often have followers expressing concerns that the brand is still associated with L’Oréal. Clearly this association has left a dent in their reputation that ‘s still taking time to repair.

A New Beginning: The Body Shop under Natura &Co

With Natura &Co’s acquisition, The Body Shop found an ally that shares its ethical values and dedication to sustainability. The brand’s commitment to cruelty-free products and community trade remains steadfast, and they continue to champion environmental and social responsibility.

 In 2019, the brand earned their B Corp certification which is a testament to its commitment to meeting the highest standards of environmental and social performance, transparency, and accountability. 

In addition to earning a B Corp certification, The Body Shop has also improved the labelling of its vegan products and is even moving towards going 100% vegan. It’s a great move from a retailer famed for it’s animal rights ethos.

From Boycott to B Corp 

The Body Shop’s journey from boycott to B Corp exemplifies the impact of consumer voices in shaping a brand’s trajectory. As The Body Shop journeys forward, it’s clear that their reputation repair requires transparency, consistency, and a continued commitment to ethical practices. Demonstrating their unwavering dedication to values that resonate with their customer base will be essential in building trust and restoring their reputation.

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