Aurea Group’s Mike Jatania on his exciting plans for The Body Shop

With over 30 years in the beauty industry, Mike Jatania, co-founder and executive chairman of Aurea Group, has built a reputation for transforming iconic brands. His latest endeavour — acquiring The Body Shop — promises to rejuvenate a brand synonymous with ethical beauty.

In this interview, Jatania shares his vision for The Body Shop’s future, the pivotal role of the Middle East, and the exciting transformation ahead as the brand approaches its 50th anniversary.

Read: Aurea-led consortium finalises acquisition of The Body Shop

Can you share a bit about your journey in the beauty industry and how it led you to acquire The Body Shop?

I’ve been in the beauty industry for over 30 years, starting as a distributor for big brands before moving into brand development.

From 1998 to 2008, I led 40 acquisitions, reviving iconic brands like Yardley of London. Acquiring The Body Shop felt like a natural next step in my journey — it’s an iconic, global brand with a strong legacy in ethical beauty. It’s a once-in-a-lifetime opportunity, and I’m excited to help shape its future.

Tell us more about Aurea Group and what sets it apart in the private equity space.

Aurea is a new private equity group, established two years ago. What sets us apart is that we don’t just provide capital; we offer operational experience, strategic partnerships, and a global network. We focus on investing in brands with strong values, compelling products, and visionary founders, helping them scale globally.

We aim to provide not just financial support but the tools for exponential growth and international reach.

What drove Aurea to acquire The Body Shop, and why is this acquisition so important?

The acquisition of The Body Shop is incredibly strategic for us. It’s a brand with a rich legacy in ethical beauty, present in over 70 countries, and it’s approaching its 50th anniversary. The brand’s commitment to sustainability and ethical sourcing is more relevant than ever.

We see a great opportunity to re-energise the brand, return it to its global leadership position, and make it even more impactful as it heads into its next chapter.

What does The Body Shop’s transformation look like under Aurea’s leadership?

Transformation is key. While The Body Shop has a fantastic heritage, we need to evolve it to meet today’s consumer demands. Our focus is on product innovation, keeping the consumer at the heart of everything we do. This includes embracing global sustainability practices, using global ingredients, and rapidly bringing new products to market.

We want The Body Shop to be more nimble and consumer-centric, able to respond quickly to the ever-changing beauty landscape while staying true to its core ethical values.

Why is the Middle East such an important region for The Body Shop’s future?

The Middle East is crucial to our growth strategy. We already have a presence in nine markets in the region, including the UAE and Saudi Arabia, which are growing rapidly.

The region has a young, increasingly conscious population, and consumers here are more aware of sustainability and ethical brands. These trends align perfectly with The Body Shop’s values. It’s an exciting and fertile market, and we’re committed to strengthening our presence and meeting local consumer demands.

What’s next for The Body Shop in the Middle East?

We’re focused on adapting to local market needs, particularly when it comes to fragrance and skincare. Fragrance has always been a key part of The Body Shop’s heritage, and in the Middle East, it plays an even more significant role.

We’re also investing in skincare innovation to meet the evolving demands of multi-generational families. From youth-focused products to anti-ageing solutions, we aim to serve both younger and older consumers, male and female.

How do you see The Body Shop continuing to cater to Middle Eastern customers in the long term?

Today’s global marketplace allows us to incorporate local ingredients and cultural stories from the Middle East and introduce them to a global audience. We’re excited about discovering new local ingredients and finding ways to incorporate them into our product lines.

There’s immense potential for local cultural elements to inspire global products, and we’re passionate about making that happen.

What excites you most about the future of The Body Shop and the beauty industry as a whole?

What excites me the most is the demanding, ever-evolving consumer. Today’s consumers are more knowledgeable and more discerning than ever before, and that pushes us to be more agile, more innovative, and more responsive to trends. This presents a thrilling opportunity, not only for The Body Shop but for the beauty industry as a whole. The future is all about staying ahead of the curve while remaining true to the brand’s core values.

Any final thoughts you’d like to share with your customers or fans of The Body Shop?

The Body Shop is an incredible brand, and we’re deeply passionate about its future. Our goal is to ensure that the brand thrives for the next 50 years, just as it has for the last five decades. We’re committed to making The Body Shop a global leader once again, and we’re excited about the journey ahead. Thank you to all our loyal customers — the best is yet to come.