Pure Beauty

The Body Shop poaches Estée Lauder boss for top job

By Becky Bargh | Published: 21-Jan-2022

Estée Lauder’s former VP of Retail becomes beauty brand chief, while MD gets a promotion

Ethical beauty brand The Body Shop has poached Estée Lauder’s Maddie Smith to be its UK and Ireland chief.

Smith, who is currently the beauty owner’s VP, Retail Channel for North America, joined the beauty owner in 2019 and has held senior positions at L’Occitane, AS Watson and Boots.

The announcement also said that internally The Body Shop has promoted its Managing Director, Linda Campbell, to the newly created role of Global Retail Director.

Both will report to CEO David Boynton.

In this position, she will be responsible for driving The Body Shop’s Activist Workshop store rollout and refill station concept.

Some 400 stores are earmarked to debut the brand’s refill systems in 2022.

Maddie Smith, Managing Director, The Body Shop

Maddie Smith, Managing Director, The Body Shop

Shoppers can currently refill up to 12 of the brand’s products in-store, including shower gels, shampoos and conditioners.

Campbell joined The Body Shop in 2014 from Planet Organic as Retail Director, before taking on the Managing Director role three years later.

She was also the Regional Manager for Laura Mericer and held executive positions at beauty retailer Space NK.

“In strengthening our leadership team, by nurturing our existing talent and welcoming new world class expertise, we continue to demonstrate our commitment to investing in our people whilst building on our strengths as a world leader in providing a truly memorable omnichannel experience,” said Boynton.

“These exciting roles will ensure we carry on growing our company in a post pandemic world and enable our retail channels to remain a place where customers can enjoy a unique experience, with excellent customer service, not only in the UK and Ireland but across the world.”

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