The Body Shop has appointed Alia Sirina Hawa as chief commercial and brand officer as the beauty retailer aims to accelerate growth under new ownership.
Hawa joined the brand in August 2025, bringing over 15 years of experience leading retail and brand strategies in the luxury and consumer goods sectors across Europe and international markets.
Before joining The Body Shop, she spent nearly a decade at L’Occitane Group, most recently as president for Europe, the Middle East and export markets.
There, she led a 360-degree regional business team, implemented Fair Pay across Europe, and helped the company achieve B Corp certification.
Hawa also served as managing director for L’Occitane UK & Ireland, where she transformed the business from loss-making to double-digit profitability and secured multiple Great Place to Work awards.
Earlier roles include senior regional brand director at Coach EMEAI and over 10 years managing export and travel retail at L’Occitane.
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In a LinkedIn post, she described the appointment as “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.”
“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.”
The Body Shop was acquired by Aurea in 2024, and Hawa joins amid a fresh push to reconnect with consumers globally and build on the brand’s purpose-led heritage.
Last month, chief executive Charles Denton stepped down after just a year leading the brand through a turnaround phase following its rescue from administration.
Executive chairman Mike Jatania, one of the investors behind Aurea, has taken on greater responsibility to accelerate growth and guide the business forward.
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