NEW YORK — The Body Shop has retained Finn Partners as its US PR agency of record.

The beauty retailer, which has a heritage of brand activism, named Finn its US partner following a competitive pitch. Finn has been hired for a range of services including integrated PR strategy and activation, influencer programming, partnership support and more.

Last month, the Body Shop awarded its global PR business to London’s The Fourth Angel, whose remit does not include the US. The Body Shop operates in 70 countries.  One Green Bean previously led the retailer’s global PR.

Finn’s partnership with The Body Shop started with the agency supporting the company’s recent self-love campaign, an initiative which aims to promote self-worth and esteem. The firm has also been handling PR for The Body Shop’s portfolio of products including skincare, healthcare, fragrances, and makeup, as well as new bath and body products.

“The Body Shop has big plans to not only revolutionize our products and in-store experiences but to make a bold impact with social change, starting with our own hiring practices, brand ambassadors and social activism. Quite simply, we are going to walk the walk, pushing for social change where we feel passionately in the inclusive hiring and legislative spaces,” said Hilary Lloyd, the company’s North America VP of marketing & corporate responsibility.

“Finn Partners’ deeply integrated marketing expertise and social impact work are helping us to differentiate and communicate our brand in the US.  We’ve benefited from their strategic approach with our #SelfLove movement already and look forward to our collaborative work throughout the Pride celebrations and so much more.”