The Body Shop to reinforce presence in Indian beauty and personal care sector with new campaign
7 April 2026, Mumbai
The Body Shop India aims to reinforce its presence in the country’s $31 billion beauty and personal care sector with the launch of its new campaign, ‘Rebellious by Nature,’ Following the brand's 50th global anniversary, this initiative - featuring unconventional figures like actor Mandira Bedi - aims to move away from traditional beauty claims toward a purpose-driven narrative. The brand’s Indian partner, Quest Retail has set an aggressive target of 20 per cent growth for the current fiscal year. By emphasizing its heritage of ethical sourcing and the #BanTheGyaan movement, the retailer is attempting to differentiate itself from an influx of digital-native challengers and reclaim its position among Gen Z consumers who demand authentic corporate activism.
Expanding reach through quick commerce and local production
To achieve its goal of doubling the India business by 2030, the company is rapidly diversifying its distribution channels. While physical retail remains a cornerstone with over 200 stores, quick commerce has emerged as the fastest-growing lever, now contributing 10 per cent of total revenue. PDS data and internal reports indicate, platforms like Zepto and Blinkit are essential for capturing spontaneous urban demand, with online sales projected to reach 50 per cent of the brand’s mix by 2028. Furthermore, the brand is deepening its localization by moving production to three qualified Indian factories, currently manufacturing 8 per cent of its portfolio with plans to reach double digits by year-end to enhance supply chain agility.
Strategic store renovations and product innovation
The expansion strategy involves adding 30 new ‘Workshop’ concept stores in Tier-I and Tier-II cities, designed as experiential hubs rather than mere points of sale. Averaging 1,000 sq ft, these outlets feature interactive refill stations intended to reduce plastic waste and operational costs. On the product front, the brand is rolling out 90 new SKUs this year, including a highly anticipated revival of the 1990s ‘Dewberry’ fragrance and localized formulations in the ‘Drops of Light’ range. By blending technological integration - such as the recent adoption of Centric PLM for streamlined innovation - with high-touch retail experiences, The Body Shop is positioning itself to lead the premiumization trend in India’s evolving cosmetics landscape. The Body Shop is an ethical beauty pioneer specializing in 100 per cent vegetarian skincare and body care. Operating over 200 stores in 90+ Indian cities since 2006, the brand targets a 20 per cent growth rate in 2026. Under Quest Retail’s management, it is prioritizing quick commerce and localized manufacturing to double its market scale.
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