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Anita Roddick established The Body Shop in the UK in 1976, and it was the first global company to use the single cosmetics specialty store concept. It became known as a trailblazing brand for natural and ethical beauty. The Body Shop, which was vehemently opposed to animal testing, saw tremendous popularity in the early 1980s. L'Oréal acquired The Body Shop in 2006. Even after 17 years of being acquired by L'Oréal, The Body Shop was not meeting expectations for performance, despite making investments to hasten its global expansion. The British company was subsequently acquired by the Brazilian conglomerate Natura & Co in 2017. In addition to falling behind in terms of new product development, The Body Shop's primary selling point - cruelty-free merchandise - no longer drew in customers. Natura & Co's endeavours to bring The Body Shop back to its historical roots, along with the might of L'Oréal, did not bode well for the iconic British high street brand. In 2023, it was acquired by Aurelius and it hoped to revive the brand with operational excellence. Would The Body Shop be able to return to its golden era with the Aurelius acquisition?