The Body Shop has hired a former managing director of L’Occitane in the role of chief commercial and brand officer.
Alia Sirina Hawa has taken on the new role as the retailer strives to accelerate growth under a new owner, as it was bought out of administration by business tycoon Mike Jatania and his investment firm Auréa in September 2024.
Hawa joined The Body Shop in August, after spending nearly ten years at L’Occitane Group.
Her roles at the group included being managing director for L’Occitane UK and Ireland where she turned it from a loss-making business into one with double-digit profitability.
More recently, she was president for the group’s Europe, the Middle East and export markets. Overall, she brings 15 years of experience in roles leading retail and brand strategies in the luxury and consumer goods industries.
The new appointment arrives after chief executive Charles Denton stepped down after a year at the helm, with the retailer adding he helped “stabilise” the business. Janatia is the new chief executive.
In a LinkedIn post, Hawa 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.
“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 Auréa 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.”
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