2023.04.05

New Store Experiencing SDGs: The Body Shop Continues to Create Genderless Cosmetics Derived from Natural Ingredients

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In March 2023, the British natural beauty brand The Body Shop reopened its Shinjuku store. It was reborn as Japan's first circular economy store, the "Changemakers Workshop."

Although "shareable cosmetics" and "vegan cosmetics" have been trends in the beauty industry in recent years, The Body Shop has been delivering genderless and natural ingredient-based products for over 40 years. We spoke with Tomoko Sonobe from the company's PR about the background behind this approach.

The Founder's Philosophy: Anita Roddick

The sustainable concept of The Body Shop is rooted in the experiences of its founder, Anita Roddick.

For example, one of her experiences was traveling around the world. Having worked at the United Nations ILO (International Labour Organization), Anita was captivated by the beauty methods using natural materials such as cocoa butter, aloe vera, and jojoba oil that she encountered in various places. Additionally, she learned about reuse, recycling, and refills from her frugal mother during wartime, which led her to question retail practices. She came up with the idea of this cosmetics business to support her two daughters while her husband traveled across America on horseback, starting the company at 34.

Furthermore, her lifelong belief in "equality and fairness" evolved into a philosophy that "business has the power to change the world," leading to campaigns against unfair trade practices, extreme looks-oriented standards, and animal testing in cosmetics.

"Since its establishment, The Body Shop has been creating cosmetics using natural ingredients that are suitable for all skin types and genders, rather than products targeted at specific individuals."

It could be said that current beauty trends are only now catching up with The Body Shop.

Loved by Men as Well: The Body Shop's Inclusive Products

The brand, which offers gender-inclusive products, also has many male customers. In fact, about 20% of their total sales come from men, with the ethical products and gender-neutral simple packaging being key to their popularity. As men's beauty literacy increases, so does the demand for natural ingredient-based cosmetics.

"We have products that address various skin concerns, among which we recommend items for common male skin issues."

Right: A revolutionary scrub cleanser that can be used in three ways as a face wash, face scrub, and face mask. "3-IN-1 Wash.Scrub.Mask TT" 125mL, 3,410 yen (tax included). Left: A serum made from 99% natural ingredients, aimed at creating resilient skin to combat environmental damage. "EDW Concentrate Serum" 50mL, 8,360 yen (tax included).

"For example, the tea tree series addresses the skin concern of excess sebum production. It incorporates ingredients derived from tea tree, which is known for its natural purifying properties. The cleansing process keeps the skin clean, preventing shine, stickiness, and acne caused by excess sebum."

Popular for its functionality, usable for both hair and body, making it convenient for the gym or travel. "Wellness Hair & Body Wash Eucalyptus & Rosemary" 200mL, 2,530 yen (tax included).

This series, which has over a decade of history, was reborn last year as the "Edelweiss" series. Formerly known as "DOY," it was relaunched with a stronger ethical concept as "Edelweiss." Last year, it was also awarded first place in the serum department of a men's magazine beauty award.

The "Wellness" series, created for healthy daily living, includes "SLEEP" focusing on rest and sleep, "BOOST" focusing on mental and physical vitality, and "BREATHE" focusing on breathing. "BREATHE" is recommended when you want to feel harmony between the mind and body.