• Home
• /
• KT Engage

Aurea Group's vision for the future: Transforming global brands like The Body Shop

The acquisition is a strategic move that highlights the group’s commitment to re-imagining iconic brands while staying attuned to consumer needs

Aurea Group, a dynamic private equity firm led by co-founder and executive chairman Mike Jatania, is making waves in the beauty industry with a transformative approach to brand development. With a wealth of experience spanning over three decades in the beauty sector, Jatania’s expertise has propelled Aurea Group into the global spotlight, particularly with the acquisition of The Body Shop, a strategic move that highlights the group’s commitment to reinvigorating iconic brands while staying attuned to consumer needs.

A proven track record in the beauty industry

Mike Jatania’s career in the beauty industry has been nothing short of remarkable. With over 30 years of experience, Jatania has successfully navigated through various stages of the industry, from being a distributor for well-known beauty brands to developing his own brands and acquiring others. Reflecting on his journey, Jatania shared: "I’ve spent over 30 years in the beauty industry. I went through a journey of being a distributor for brands, then developing my own brands and then acquiring brands. From 1998 to 2008, I did 40 acquisitions from multinational companies like Unilever, Procter and Gamble, brands like Yardley of London, and effectively gave them a new lease of life, reinvigorated them, and many of those brands still continue successfully to sell around the world."

Jatania’s proven ability to bring established brands back to life is a hallmark of his leadership and an essential part of Aurea Group’s philosophy.

A new age private equity platform

Founded just two years ago, Aurea Group is not your typical private equity firm. The group's mission goes beyond financial investment—it aims to provide hands-on support with operating experience, international networks, and strategic partnerships to help founders of emerging brands scale globally. “Aurea is a new private equity group which has been set up with the goal of not only investing capital into companies but also bringing in experience, operating expertise, international networks, and strategic partnerships to help new-age brands grow,” Jatania explained.

The group focuses on brands with strong foundations and exceptional products that can benefit from Aurea’s capital, experience, and operational expertise. This growth capital platform allows Aurea to actively work with brands to expand and transform them into global leaders.

The acquisition of The Body Shop

The acquisition of The Body Shop, one of the most iconic global brands in ethical beauty, is a milestone for Aurea Group. "The Body Shop acquisition for Aurea is a very important and strategic acquisition. It means a great deal because it's once in a lifetime opportunity that you get a chance to acquire a brand that is truly global," Jatania stated. The acquisition positions Aurea to lead The Body Shop through a significant transformation, ensuring its continued success in the future.

Jatania emphasized that The Body Shop's upcoming 50th anniversary marks an ideal moment for reinvention. “It is a brand with sales in 70 countries around the world, a really important ethical positioning, which is more relevant in today's world than it has ever been,” he added. With a billion-dollar global retail value, the acquisition presents an exciting opportunity for Aurea to revitalize the brand and reestablish it as a leader in ethical beauty.

Transformation for the consumer-centric innovation

The transformation of The Body Shop will focus on product innovation and a more consumer-centric approach. Jatania shared: “We recognise that the brand has got tremendous heritage, but it needs to be transformed in the way it addresses the consumer's need for the future.” The company plans to engage global consumers with innovative products, global ingredients, and sustainable practices. Jatania noted that today’s consumers are more demanding, and The Body Shop must be agile to meet their needs.

The transformation will also be focused on embracing new technologies and practices to ensure The Body Shop remains at the forefront of the beauty industry. "The transformation for Body Shop is to become nimble and consumer-centric, addressing the needs of the consumer,” Jatania explained.

The Middle East: A key market for The Body Shop

For Jatania, the Middle East represents a critical market for The Body Shop’s growth. With a rising young population and growing interest in ethical, environmentally conscious brands, the region provides fertile ground for expansion. “The Middle East is very important. We have sales in over nine markets in the region, including the UAE and Saudi Arabia. The UAE, in particular, is a global market, with consumers from all around the world,” Jatania stated.

The region's increasing focus on sustainability and ethical consumerism makes it an ideal place for The Body Shop to thrive. As part of their strategy, the brand will introduce more region-specific products, including fragrances and skincare tailored to local preferences. "Fragrance is a big part of this region," Jatania said, highlighting the importance of developing products that resonate with Middle Eastern consumers.

Looking Ahead: The future of The Body Shop

Jatania’s vision for The Body Shop goes beyond just the Middle East; he believes that local cultural ingredients and stories can be leveraged for global appeal. "We think that all around the world, there are opportunities for The Body Shop to learn from local cultures, from local ingredients, and local stories," Jatania said. He is excited about discovering unique regional elements that can be incorporated into The Body Shop’s products and brought to the global market.

As for the future, Jatania is most excited about the ever-demanding consumer, which drives brands like The Body Shop to remain agile and forward-thinking. “The demanding consumer excites me the most because with the demanding consumer, we have to become more agile, more consumer-centric, and anticipate that consumer demand as well,” he explained.