The Body Shop hires ex-L’Occitane MD to lead brand strategy
Alia Sirina Hawa brings more than 15 years of experience in retail and brand strategy across luxury and consumer goods sectors internationally
The Body Shop has announced the appointment of former L’Occitane managing director, Alia Sirina Hawa, to the role of chief commercial and brand officer, as the beauty retailer looks to grow under new ownership.
Hawa, who has just joined the group this August, brings more than 15 years of experience in retail and brand strategy across luxury and consumer goods sectors internationally.
She spent nearly a decade at L’Occitane Group, most recently as president for Europe, the Middle East and export markets, where she led regional operations, introduced Fair Pay policies across Europe, and contributed to the company achieving B Corp certification.
Hawa also served as managing director for L’Occitane UK and Ireland, where she returned the business to profitability and oversaw its recognition as a Great Place to Work.
Earlier in her career, she held roles including senior regional brand director at Coach Europe, Middle East, Africa and India, and managed L’Occitane’s export and travel retail business.
In a LinkedIn post, Hawa described the move as “more than a new role – it’s the beginning of a purpose-led journey with a brand I’ve long admired”.
She added: “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 private investment group Aurea in 2024, following a period of financial instability and administration.
Hawa’s appointment comes shortly after chief executive Charles Denton stepped down, a year after leading the company through its initial turnaround. Executive chairman Mike Jatania, one of the investors behind Aurea, has since taken on greater operational oversight.
