The Body Shop is on a mission to become one of beauty's most sought-after retailers once again after being saved from administration by Retail tycoon Mike Jatania’s Auréa consortium.
The 50-year-old retail chain is in the midst of a large transformation plan, which involves rebuilding its international presence, bolstering the team to drive purpose-led growth, and achieving operational excellence via renewed consumer connection.
Beauty executive Alia Sirina Hawa (pictured above) joined The Body Shop ten months ago as Chief Commercial & Brand Officer to help lead this "cultural reset" for the company.
With experience working for the likes of Soho House, L'Occitane Group and Clarins, Hawa has been instrumental in driving buzz for the brand of late, including bringing back the retailer's iconic 1990s scent Dewberry due to demand, which leans into the popular nostalgia beauty trend.
Here, Hawa charts her career journey and how she landed such a coveted job in the beauty industry.
Have you launched an innovative product, brand or campaign in the past 12 months? Then you could be in with a chance of winning at this year's new and improved Pure Beauty Awards 2026. Click here for more information.
Tell us about your first job working in beauty?
I was working at the Geneva Motor Show with Ferrari, where beauty brand Clarins was providing the make-up for the event.
I knew instantly that I wanted to work in beauty, and I decided not to wait for an opportunity to come to me.
I reached out persistently to the Director of Clarins Switzerland until she finally gave me a chance.
That determination led to my first role there in travel retail, which I combined with my university studies.
What was a lesson you learned early in your career?
One of the most important lessons I learned early in my career is that growth only happens outside of your comfort zone.
Very early on I understood that you have to create your own opportunities, take those risks and do not be afraid of failure.
Is there someone who has helped you climb the ladder or provided some key advice?
My father has been one of the most influential figures in my career.
He has been a true role model – both in terms of professional success and the strength of his values – and a constant source of advice and perspective throughout my career journey.
The Body Shop recently brought back its 1990s favourite scent, Dewberry
What is the best thing about your current job?
The best part of my role is
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.