In her new role, Blieden will oversee the strategy and performance of The Body Shop’s US market business across retail, wholesale, commercial, marketing and e-commerce. She is also charged with re-establishing The Body Shop to its previous glory as a prominent retailer in the US market and acquiring new millennial customers and loyal activists to the brand.
Prior to joining The Body Shop, Blieden began her career in the fashion industry. She worked for e-commerce startups before joining L’Oréal in 2010. At L’Oréal, Blieden worked at Kiehl’s, where she operated across several roles between 2010-2016.