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Company > The Body Shop: Business Model, SWOT Analysis, and Competitors 2023

The Body Shop: Business Model, SWOT Analysis, and Competitors 2023

Published: Feb 12, 2023

Inside This Article


    In this blog article, we will delve into The Body Shop's business model, conduct a SWOT analysis, and explore its competitors in the year 2023. The Body Shop, a renowned beauty and skincare brand, has gained global recognition for its commitment to ethical practices and sustainable sourcing. By examining its unique business model, we can understand how it has successfully differentiated itself in the market. Additionally, conducting a SWOT analysis will shed light on the brand's strengths, weaknesses, opportunities, and potential threats. Lastly, we will explore the competitive landscape to gain insights into the challengers and potential disruptors in the industry.

    What You Will Learn:

    • Who owns The Body Shop and the significance of its ownership in relation to its mission statement and business model.
    • The mission statement of The Body Shop and how it guides the company's actions and goals.
    • The various revenue streams and strategies employed by The Body Shop to generate income and sustain its business.
    • An in-depth explanation of The Body Shop's Business Model Canvas and how it helps the company create value and achieve success.
    • An overview of the main competitors of The Body Shop and how they compare in terms of products, market presence, and competitive advantages.
    • A comprehensive SWOT analysis of The Body Shop, highlighting its strengths, weaknesses, opportunities, and threats in the current business landscape.

    Who owns The Body Shop?

    The Acquisition by Natura &Co.

    In June 2017, The Body Shop, a renowned global beauty brand, was acquired by Natura &Co. Natura &Co is a Brazilian multinational cosmetics company that focuses on providing sustainable and ethical beauty products. The acquisition marked a significant milestone for both companies and has brought about numerous positive changes for The Body Shop.

    Natura &Co: A Leader in Sustainable Beauty

    Natura &Co has a strong commitment to sustainability and social responsibility, making it an ideal partner for The Body Shop. The Brazilian company is known for its dedication to ethical practices, sourcing natural ingredients responsibly, and promoting fair trade. Natura &Co has received several accolades for its sustainability efforts, including being named one of the most sustainable corporations in the world by Corporate Knights in 2019.

    A Perfect Match for The Body Shop

    The acquisition by Natura &Co has proven to be a perfect match for The Body Shop. Both companies share a common mission of making a positive impact on the world through their products and practices. The Body Shop has long been recognized for its commitment to ethical sourcing, cruelty-free products, and its strong stance against animal testing. With Natura &Co as its new owner, The Body Shop has gained an even stronger platform to advocate for sustainability and social causes.

    A Synergistic Approach

    Since the acquisition, Natura &Co has implemented several initiatives to further align The Body Shop with its sustainable practices. These include introducing Natura's Community Trade program to The Body Shop, which focuses on sourcing natural ingredients from local communities in a fair and respectful manner. Additionally, Natura &Co has supported The Body Shop in revamping its packaging to be more eco-friendly, reducing waste and promoting recycling.

    Empowering Women and Indigenous Communities

    Natura &Co's ownership has also enabled The Body Shop to expand its social initiatives. The company has increased its efforts to empower women and indigenous communities around the world through various programs. This includes supporting women-owned cooperatives and investing in education and training opportunities for women in vulnerable situations.


    The acquisition of The Body Shop by Natura &Co has brought about numerous positive changes for the iconic beauty brand. With a shared commitment to sustainability, ethical practices, and social responsibility, Natura &Co has proven to be an ideal owner, allowing The Body Shop to amplify its impact and continue its mission of making the world a better place through beauty.

    What is the mission statement of The Body Shop?

    The Mission Statement of The Body Shop: Empowering People and Protecting the Planet

    The mission statement of The Body Shop is deeply rooted in their commitment to making a positive impact on people and the planet. Their mission can be summarized as follows:

    1. To Enrich People's Lives

    The Body Shop aims to enrich people's lives by offering high-quality, ethically sourced beauty products that enhance their well-being. They believe in the power of self-care and self-expression through beauty, enabling individuals to feel confident and empowered. By providing products made with natural ingredients and promoting self-love and acceptance, The Body Shop seeks to uplift and inspire their customers.

    2. To Promote Ethical Beauty

    The Body Shop strives to promote ethical beauty by using sustainably sourced ingredients and advocating for fair trade practices. They are dedicated to working with communities around the world, particularly in marginalized areas, to provide fair wages and improve their livelihoods. By partnering with local suppliers, they ensure that their products have a positive impact on both people and the environment.

    3. To Protect and Preserve the Planet

    Environmental sustainability is a core principle of The Body Shop's mission. They are committed to reducing their ecological footprint by implementing sustainable packaging, promoting recycling, and avoiding the use of harmful chemicals or practices. The company actively campaigns against animal testing and supports initiatives to protect biodiversity and natural habitats.

    4. To Empower Employees and Communities

    The Body Shop believes in empowering their employees and communities by providing fair and inclusive employment opportunities. They strive to create a supportive work environment that fosters personal and professional growth, ensuring that their staff feels valued and motivated. Additionally, The Body Shop regularly engages in charitable activities and supports social causes to contribute positively to the communities they operate in.

    In summary, The Body Shop's mission statement encompasses their dedication to enriching people's lives, promoting ethical beauty, protecting the planet, and empowering employees and communities. By aligning their business practices with these principles, The Body Shop aims to create a more sustainable and compassionate world.

    How does The Body Shop make money?

    Retail Sales

    The primary way The Body Shop makes money is through retail sales. The company operates numerous brick-and-mortar stores worldwide, where customers can purchase their wide range of beauty and cosmetic products. The stores are strategically located in busy shopping districts and malls, attracting a large customer base. The Body Shop offers a diverse selection of skincare, haircare, body care, and makeup products, catering to different customer preferences and needs. Through retail sales, The Body Shop generates revenue by pricing their products competitively and ensuring high-quality standards.

    Online Sales

    In addition to their physical stores, The Body Shop also generates revenue through online sales. The company has a user-friendly and secure e-commerce platform, allowing customers from around the world to conveniently purchase their products online. The online store offers the same extensive product range as their physical stores, providing customers with a seamless shopping experience. The Body Shop invests in digital marketing strategies to drive traffic to their website and increase online sales. This includes search engine optimization, social media advertising, and email marketing campaigns.

    Franchise System

    The Body Shop operates using a franchise system, which is another significant source of revenue for the company. They offer franchise opportunities to entrepreneurs who are passionate about the brand and its ethical values. Franchisees can open their own Body Shop stores under the company's established brand and benefit from its reputation and customer base. The Body Shop provides training, support, and ongoing guidance to franchisees, ensuring consistent brand representation and high-quality products. In return, the company receives franchise fees and royalties from these locations, contributing to their overall revenue.

    Corporate Gifting and Bulk Sales

    The Body Shop also generates revenue through corporate gifting and bulk sales. Many businesses choose to partner with The Body Shop for corporate gifts, employee rewards, or promotional purposes. The brand's reputation for ethical and sustainable products often appeals to companies with similar values. The Body Shop offers customized gift sets and discounts for bulk orders, making it an attractive option for corporate clients. These sales contribute to the company's revenue stream and help strengthen its brand presence in various industries.

    Partnership and Collaboration

    The Body Shop has established partnerships and collaborations with other brands and organizations, which further contributes to their revenue. They frequently collaborate with influential personalities, celebrities, and charities to create limited-edition products or campaigns. These collaborations attract a loyal fan base and create buzz around the brand, driving sales. Additionally, The Body Shop partners with various organizations and initiatives that align with their values, such as fighting against animal testing or promoting sustainable sourcing. Through these partnerships, The Body Shop not only generates revenue but also reinforces its commitment to social and environmental causes.

    In conclusion, The Body Shop employs various strategies to generate revenue and maintain its position in the beauty and cosmetics industry. From retail and online sales to the franchise system, corporate gifting, and collaborations, the company ensures a diversified revenue stream. By focusing on ethical values, high-quality products, and customer satisfaction, The Body Shop continues to thrive financially while making a positive impact on society.

    The Body Shop Business Model Canvas Explained


    The Business Model Canvas is a strategic tool that helps entrepreneurs and businesses analyze and visualize their business models. It provides a comprehensive framework to understand the key elements of a business and how they interact with each other. In this blog post, we will delve into The Body Shop's business model canvas and explain how each component contributes to the success of the company.

    Key Partnerships

    The Body Shop's success is built on strong partnerships with various stakeholders. The company collaborates with suppliers who provide sustainably sourced natural ingredients for their products. The Body Shop also partners with local communities around the world to support fair trade practices and empower marginalized individuals. Additionally, strategic alliances with NGOs and organizations like Cruelty Free International help The Body Shop advocate for animal rights and promote ethical practices within the beauty industry.

    Key Activities

    The Body Shop's key activities revolve around product development, manufacturing, and retailing. The company invests heavily in research and development to create innovative and high-quality beauty products that align with their values of natural ingredients and cruelty-free practices. The Body Shop also operates its own manufacturing facilities to ensure control over the production process and maintain the quality standards they are known for. In terms of retailing, The Body Shop has a global network of stores, both company-owned and franchised, allowing them to reach a wide customer base.

    Key Resources

    The Body Shop relies on various key resources to support its operations. Firstly, their extensive range of natural ingredients sourced from around the world is a valuable resource that enables them to create unique and sustainable products. The Body Shop also heavily invests in their brand image and reputation, leveraging their ethical and environmentally-conscious values to attract customers. Furthermore, the company's strong supply chain management ensures a steady flow of raw materials and finished products to meet customer demand.

    Value Proposition

    The Body Shop's value proposition lies in offering high-quality, cruelty-free beauty products that are ethically sourced and environmentally friendly. Their commitment to social and environmental causes, such as fair trade and community empowerment, also adds value to their customers. The Body Shop's products are not only effective but also appeal to consumers who want to make a positive impact through their purchasing decisions.

    Customer Segments

    The Body Shop targets a diverse range of customers who prioritize ethical and sustainable beauty products. Their customer segments include environmentally-conscious consumers, animal lovers, and individuals who appreciate the natural ingredients and effectiveness of their products. The Body Shop's brand reputation also attracts customers who align with their values and want to support a socially responsible brand.


    The Body Shop utilizes multiple channels to reach its customers. Their brick-and-mortar stores provide a physical space for customers to explore and experience the products firsthand. Additionally, The Body Shop's e-commerce platform allows for online purchases and delivery to customers' doorsteps. The company also engages in social media marketing and influencer collaborations to create brand awareness and attract a wider audience.

    Customer Relationships

    The Body Shop focuses on building strong customer relationships by providing exceptional customer service and engaging with their audience. They actively seek customer feedback and incorporate it into their product development and improvement processes. The Body Shop also fosters a sense of community through various initiatives, such as their "Community Trade" program, which connects customers with the stories behind the ingredients and the communities they support.

    Revenue Streams

    The Body Shop generates revenue primarily through the sale of their beauty products. They offer a wide range of skincare, body care, makeup, and fragrance products at different price points to cater to various customer segments. The company also generates revenue through their e-commerce platform, franchise fees, and collaboration partnerships with other brands.


    The Body Shop's business model canvas showcases a comprehensive approach to building a successful and ethical beauty brand. By aligning their key partnerships, activities, resources, and value proposition with the needs and values of their customer segments, The Body Shop has established a strong presence in the beauty industry. Their commitment to social and environmental causes has not only attracted loyal customers but also set an example for other businesses to follow.

    Which companies are the competitors of The Body Shop?

    Competitors of The Body Shop

    When it comes to ethical and natural beauty products, The Body Shop has certainly made a name for itself. However, it is not the only brand in the market that emphasizes sustainability and cruelty-free practices. There are several other companies that compete with The Body Shop in this space.

    1. Lush

    Lush is one of the most well-known competitors of The Body Shop. Like The Body Shop, Lush is committed to using natural ingredients and avoiding animal testing. Lush also takes pride in its handmade products and ethical sourcing practices. With a wide range of skincare, haircare, and bath products, Lush offers a similar product line to The Body Shop, making it a strong competitor.

    2. Burt's Bees

    Burt's Bees is another brand that competes with The Body Shop in the natural beauty industry. Known for its beeswax-based products and commitment to sustainability, Burt's Bees has gained a loyal customer base. They offer a wide range of skincare, lip care, and makeup products that are formulated with natural ingredients. Burt's Bees stands out with its focus on protecting bees and supporting environmental causes.

    3. Aveda

    Aveda is a brand that combines the principles of beauty, wellness, and environmental sustainability. Similar to The Body Shop, Aveda is committed to using plant-based ingredients and promoting responsible sourcing. Aveda offers a range of haircare, skincare, and makeup products that are known for their high quality and eco-friendly formulations. With a strong emphasis on holistic beauty, Aveda competes with The Body Shop for customers seeking ethical and sustainable beauty options.

    4. Dr. Bronner's

    Dr. Bronner's is a brand that has gained popularity for its organic and fair trade personal care products. Known for its iconic liquid castile soaps, Dr. Bronner's offers a range of skincare, haircare, and body care products that are made with natural and sustainable ingredients. The brand also focuses on fair trade practices and supporting organic agriculture. With its strong emphasis on ethical sourcing and environmentally-friendly products, Dr. Bronner's is a competitor to The Body Shop.

    5. Origins

    Origins is a skincare brand that focuses on harnessing the power of nature to create effective products. Like The Body Shop, Origins emphasizes using natural ingredients and avoiding harmful chemicals. The brand is known for its botanical-based skincare products that are formulated to address various skin concerns. With a commitment to sustainability and responsible sourcing, Origins competes with The Body Shop in the natural skincare market.

    In conclusion, while The Body Shop is a prominent player in the ethical and natural beauty industry, it faces competition from brands like Lush, Burt's Bees, Aveda, Dr. Bronner's, and Origins. These companies share a commitment to sustainability, cruelty-free practices, and the use of natural ingredients, making them strong competitors in the market.

    The Body Shop SWOT Analysis


    1. Ethical brand image: The Body Shop is known for its strong stance against animal testing and commitment to using natural, ethically sourced ingredients. This has resonated with consumers who prioritize sustainability and ethical practices.

    2. Strong brand recognition: The Body Shop has been in the market for over four decades and has built a strong and recognizable brand name. Its distinctive green logo and ethical values have helped differentiate it from competitors.

    3. Wide range of products: The Body Shop offers a diverse range of products, including skincare, body care, hair care, and cosmetics. This extensive product line allows the brand to cater to a wide customer base and meet various beauty and skincare needs.

    4. Effective marketing and advertising campaigns: The Body Shop has consistently implemented creative and impactful marketing strategies, including collaborations with influencers, social media campaigns, and thought-provoking advertisements. These efforts have helped increase brand visibility and attract new customers.


    1. Limited geographical presence: Despite being a global brand, The Body Shop has a relatively limited geographical presence compared to some of its competitors. This restricts its potential customer base and makes it more susceptible to market fluctuations in specific regions.

    2. Premium pricing: The Body Shop's commitment to using high-quality, ethically sourced ingredients often results in higher product prices compared to some other beauty brands. This premium pricing strategy may deter price-sensitive consumers and limit market penetration.

    3. Dependency on third-party suppliers: As The Body Shop relies heavily on sourcing natural ingredients from suppliers, any disruptions or issues with these suppliers can impact its product availability and consistency. This dependency poses a risk to the brand's operations and supply chain management.


    1. Growing demand for ethical and sustainable products: The increasing consumer awareness and demand for ethical and sustainable products present a significant opportunity for The Body Shop. By further emphasizing its commitment to cruelty-free and sustainable practices, the brand can attract more customers and gain a competitive edge.

    2. Expansion into emerging markets: The Body Shop can explore untapped markets in developing countries where the demand for beauty and skincare products is growing. By adapting its marketing strategies and product offerings to suit local preferences, the brand can expand its global footprint and increase market share.


    1. Intense competition: The beauty and skincare industry is highly competitive, with numerous established brands and new entrants constantly vying for market share. The Body Shop faces the threat of losing customers to competitors who offer similar ethical products or innovative marketing strategies.

    2. Economic downturns: During economic downturns, consumers often reduce discretionary spending on beauty and skincare products. The Body Shop may face decreased demand and lower sales during these periods, impacting its financial performance.

    3. Negative publicity: In today's era of social media and instant communication, negative publicity can spread quickly and damage a brand's reputation. The Body Shop must remain vigilant and address any potential controversies or customer complaints promptly to mitigate the risk of reputational harm.

    Key Takeaways

    • The Body Shop is currently owned by Natura & Co, a Brazilian cosmetics company.

    • The mission statement of The Body Shop is to be an environmentally and socially responsible brand that aims to make a positive impact on the world by promoting natural and ethical beauty products.

    • The Body Shop generates revenue through the sale of its various beauty and skincare products, both in physical stores and online.

    • The Body Shop's business model canvas focuses on key elements such as customer segments, value proposition, channels, customer relationships, revenue streams, key resources, key activities, key partnerships, and cost structure.

    • Some of the major competitors of The Body Shop include Lush, Bath & Body Works, Sephora, and Avon.

    • In terms of SWOT analysis, The Body Shop's strengths lie in its strong brand reputation, commitment to ethical practices, and diverse product range. However, weaknesses such as limited market share and high prices may pose challenges. Opportunities for growth include expanding into new markets and increasing online presence, while threats include intense competition and changing consumer preferences.


    In conclusion, The Body Shop is owned by Natura & Co, a global cosmetic company that promotes ethical and sustainable practices. The mission statement of The Body Shop is to enrich people's lives by offering high-quality, natural, and ethically sourced beauty products. The company generates revenue through various channels, including direct sales, online platforms, and franchise stores worldwide. The Body Shop follows a unique business model canvas that focuses on key elements such as value proposition, customer segments, channels, and revenue streams. While The Body Shop faces competition from several companies in the beauty industry, some notable competitors include Lush, Bath & Body Works, and Sephora. A SWOT analysis of The Body Shop reveals its strengths in ethical practices and customer loyalty, its weaknesses in limited product range, opportunities in expanding online presence, and threats from intense competition. Overall, The Body Shop remains a leading player in the beauty industry, known for its commitment to sustainability, social activism, and natural beauty products.


    What are the weaknesses of The Body Shop?

    1. Strong competition: The Body Shop operates in a highly competitive market, with numerous competitors offering similar products and positioning themselves as ethical and environmentally friendly brands. This can make it difficult for The Body Shop to differentiate itself and maintain a unique selling proposition.

    2. Limited product range: While The Body Shop is known for its skincare, haircare, and body care products, its range is relatively limited compared to other beauty brands. This can result in a narrower customer base and potential loss of sales to competitors who offer a wider range of products.

    3. Pricing strategy: The Body Shop is often perceived as having higher price points compared to some of its competitors. This can be a weakness, as price-sensitive customers may choose to purchase similar products from more affordable brands.

    4. Geographic concentration: The Body Shop has a significant presence in Europe, especially in the UK, where it was founded. However, its footprint is relatively smaller in other regions, especially in emerging markets. This geographic concentration can limit its growth potential and increase vulnerability to regional economic downturns or market-specific challenges.

    5. Limited online presence: Although The Body Shop has an online store, its e-commerce platform and online presence are not as developed or extensive as some of its competitors. In today's digital age, this can hinder its ability to reach a wider customer base and capitalize on the growing popularity of online shopping.

    6. Inconsistent brand image: Over the years, The Body Shop has faced criticism regarding its ownership and parent company, leading to debates about its true commitment to ethical and sustainable practices. This inconsistency in brand image can undermine consumer trust and loyalty.

    7. Dependence on third-party suppliers: The Body Shop relies on sourcing its ingredients from various suppliers globally. This dependence can expose the company to supply chain risks, such as disruptions in the availability or quality of ingredients, which can impact product availability and consistency.

    8. Limited marketing and advertising: Compared to some of its competitors, The Body Shop's marketing and advertising efforts have been relatively restrained. This can result in lower brand visibility and awareness, making it challenging to attract new customers and maintain a strong market presence.

    What are the opportunities for The Body Shop?

    The Body Shop has several opportunities that it can capitalize on to further enhance its success and growth:

    1. Expanding into new markets: The Body Shop can explore entering new geographical markets where it currently has limited or no presence. This can help the company tap into new customer bases and increase its global footprint.

    2. Online and digital growth: The Body Shop can focus on strengthening its online and digital presence to cater to the growing trend of e-commerce. Investing in an efficient and user-friendly website, mobile app, and social media platforms can help the company reach a wider audience and boost sales.

    3. Product diversification and innovation: The Body Shop can continue to innovate and expand its product offerings to cater to changing customer preferences and trends. Developing new skincare, makeup, and haircare products that are environmentally friendly, cruelty-free, and sustainable can attract a broader range of customers.

    4. Ethical and sustainable sourcing: The Body Shop has a strong commitment to ethical and sustainable sourcing of ingredients. By further strengthening its partnerships with local communities and suppliers, the company can enhance its brand reputation and attract environmentally conscious consumers.

    5. Collaborations and partnerships: The Body Shop can explore collaborations and partnerships with other brands or organizations that share similar values and target markets. Co-branded products or joint campaigns can provide opportunities for increased brand exposure and customer engagement.

    6. Personalized customer experience: Investing in data analytics and customer relationship management systems can help The Body Shop gather insights about customer preferences and behaviors. This information can be utilized to offer personalized recommendations, promotions, and loyalty programs, leading to increased customer satisfaction and loyalty.

    7. Social and environmental activism: The Body Shop has a history of activism and fighting for social and environmental causes. Continuing to leverage its brand for activism can resonate with customers who are increasingly looking for companies that align with their values, resulting in increased brand loyalty and advocacy.

    8. Franchise and international expansion: The Body Shop can explore franchising opportunities to expand its presence in markets where it currently has limited operations. This can help the company enter new territories with the support of local partners who have knowledge of the market.

    Overall, The Body Shop has numerous opportunities to leverage its brand reputation, ethical values, and commitment to sustainability to achieve further growth and success in the beauty and skincare industry.

    What is The Body Shop competitive advantage?

    The Body Shop's competitive advantage lies in several key factors:

    1. Ethical and sustainable sourcing: The Body Shop is known for its commitment to using natural, ethically sourced ingredients, and promoting fair trade practices. This sets them apart from other cosmetic brands that may rely on synthetic or harmful ingredients.

    2. Focus on social activism: The company has a strong emphasis on social activism, particularly in the areas of animal welfare, human rights, and environmental sustainability. This resonates with consumers who are increasingly conscious about the social and environmental impacts of their purchases.

    3. Strong brand image: The Body Shop has built a strong brand image over the years, associating itself with ethical values, diversity, and inclusivity. This image has helped them create a loyal customer base that identifies with their values and beliefs.

    4. Product innovation: The Body Shop continuously introduces innovative products that cater to changing customer preferences. They were one of the pioneers in the use of natural ingredients, cruelty-free testing, and environmentally friendly packaging, which has helped them stay ahead of the competition.

    5. Wide range of products: The Body Shop offers a diverse range of products, including skincare, haircare, body care, makeup, and fragrances. This allows them to cater to a wide customer base and meet various beauty and grooming needs.

    Overall, The Body Shop's competitive advantage stems from its commitment to ethical sourcing, social activism, strong brand image, product innovation, and a diverse product range.

    How can I find a SWOT analysis on a company?

    There are several ways to find a SWOT analysis on a company:

    1. Company websites: Start by visiting the official website of the company you are interested in. Many companies publish their SWOT analysis in their annual reports, investor presentations, or other sections of their websites.

    2. Business news and financial websites: Websites like Bloomberg, Reuters, Forbes, and CNBC often provide SWOT analysis on various companies. You can search for specific companies in their search bar or browse through their company profiles to find the analysis.

    3. Market research reports: Companies like MarketResearch.com, IBISWorld, and Euromonitor International publish comprehensive market research reports that often include SWOT analysis on various companies. These reports can be accessed by purchasing them or through subscription services.

    4. Business databases: Online databases like Business Source Complete, ProQuest, and Factiva contain a vast collection of business articles and reports. You can search for the company name along with "SWOT analysis" to find relevant articles or reports.

    5. Academic journals: Some academic journals in the fields of business, management, or marketing might publish SWOT analysis on specific companies. You can search through databases like JSTOR, Emerald Insight, or Google Scholar to find relevant articles.

    6. SWOT analysis templates: Several websites provide generic SWOT analysis templates that can be used as a starting point. You can then populate the template with information specific to the company you are interested in.

    Remember that SWOT analysis can be subjective and may vary depending on the source. It is always beneficial to refer to multiple sources to get a comprehensive understanding of a company's SWOT analysis.

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