The Body Shop appoints chief commercial and brand officer
The Body Shop has appointed Alia Sirina Hawa as chief commercial and brand officer.
She previously worked with L’Occitane for six years, initially as managing director of the UK and Ireland and then as president of Europe, the Middle East and export markets.
Subscribe to TRBA former senior regional brand director EMEAI for Coach, she also worked with L’Occitane earlier in her career as general manager for export & travel retail Europe, Middle East and Africa.
Last year, The Body Shop was rescued from administration by a consortium led by Mike Jatania’s investment firm, Auréa Group.
In a post on LinkedIn, she said: “This is more than a new role — it’s the beginning of a purpose-led journey with a brand I’ve long admired for its unapologetic stand on what matters: activism, DE&I, empowerment, and human connection.
“As a vegetarian, The Body Shop was the first beauty brand I ever bought — and the only one that made me feel I could consume differently, in line with my values.
Dame Anita Roddick’s visionary spirit — her audacity, her bold communication, her provocative sense of humour — continues to inspire. She reminds us that beauty and business can (and must) be forces for good.
The Body Shop has faced challenges in recent times – but today, with Aurea on board as new owners, it stands on a clean, solid foundation for a fresh start, renewed investment, and a return to growth.
“And it is in these exact moments of reinvention that heritage, vision, and bold leadership come together to write something meaningful.
“I’m deeply grateful to Mike Jatania and Paul Raphael for their trust, and inspired by the opportunity to help shape a new chapter for this iconic British brand, grounded in its founding values and focused on reconnecting with consumers around the world.
