The Body Shop has named ex-L’Occitane Managing Director Alia Sirina Hawa as its Chief Commercial and Brand Officer.
Sirina Hawa described her new appointment at the British beauty business as the “beginning of a purpose-led journey” with the brand in a LinkedIn post.
She also acknowledged the challenges the business has faced in recent times, but spoke of her confidence in its future.
“With Aurea on board as new owners, it stands on a clean, solid foundation for a fresh start, renewed investment and a return to growth,” said Sirina Hawa in her LinkedIn post.
“And it is in these exact moments of reinvention that heritage, vision and bold leadership come together to write something meaningful.
“I am deeply grateful to Mike Jatania and Paul Raphael for their trust, and inspired by the opportunity to help shape a new chapter for this iconic British brand, grounded in its founding values and focused on reconnecting with consumers around the world.”
Sirina Hawa previously served at beauty giant L’Occitane as President Europe, Middle East and Export Markets, as well as Managing Director UK & Ireland.
Her appointment follows The Body Shop shaking up its C-suite team in July, appointing retail tycoon Mike Jatania as CEO to accelerate its growth plans.
Jatania, who has served as Executive Chairman of the British beauty retailer since late 2024, is helping the beauty company reassert its relevance in the competitive personal care market.
Jatania succeeds Charles Denton, who was appointed CEO at the time of The Body Shop’s acquisition by Jatania’s Auréa consortium in September 2024.
The Body Shop recently announced it was moving its UK headquarters as part of its new ‘cultural reset’ strategy.
It is relocating to Brighton, which is where the company opened its first shop in 1976 as a sign that the brand is going back to its roots.
Auréa is now preparing to rebuild The Body Shop’s UK business and international presence in 2025 after falling into administration last year.
This came just months after being acquired by private equity firm Aurelius for £207m.
The store closures and job cuts came after a period of financial challenges for The Body Shop, including multiple consecutive quarters of losses with former owner Natura & Co.
This eventually resulted in insolvency in the UK, with 197 stores closing as part of its restructuring process.