The Body Shop is back. More than 10 years after its surprise take over by French beauty giant L’Oreal, and fresh from being bought by ethical Brazilian beauty brand Natura, the pioneering beauty brand is ready to redefine ethical business for the 21st century.

The company found itself unable to form the kind of partnerships with the real trailblazers they had done before. After the passing of founder Anita Roddick in 2007, an influx of traditionally business minded people had diluted the distinct culture that set The Body Shop apart from others in the beauty industry.

Yet, after an uneasy period, The Body Shop appears to be back on track, reaffirming its desire to do "business as a force for good" launching 14 targets for 2020, under its Enrich Not Exploit™ Commitment. Not only that, but September’s takeover by Natura has given them confidence that their belief in becoming “A business that the planet, not the markets need”, is possible. They’re now determining how they can reach "zero harm" with consultancy Future Fit.

Read the full article about how The Body Shop rediscovered its giving identity at Triple Pundit.