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The Socially Conscious Cosmetician: Anita Roddick is Born

Article Overview: “There is no scientific answer for success,” says Anita Roddick. “You can't define it. You've simply got to live it and do it.” In creating the wildly successful Body Shop chain of cosmetic stores, Roddick created her own definition of success. She went against the norm in choosing to operate her business in an ecologically sustainable manner, and not only achieved success, but also redefined the possibilities of what it means to be in business.

The Socially Conscious Cosmetician: Anita Roddick is Born

“There is no scientific answer for success,” says Anita Roddick. “You can't define it. You've simply got to live it and do it.” In creating the wildly successful Body Shop chain of cosmetic stores, Roddick created her own definition of success. She went against the norm in choosing to operate her business in an ecologically sustainable manner, and not only achieved success, but also redefined the possibilities of what it means to be in business.

Born on October 23, 1942, in Sussex, England, Roddick (née Anita Perella) came from a hard-working family, with her parents being among the first Italian immigrants to the region. She was the third of four children to parents Gilda and Donny Perella. Her mother ran a successful café in Littlehampton, which kept the young Roddick busy for the better part of her childhood. It was, in fact, the first and only American style diner in their town at the time. Whether it was working as a waitress or cleaning up after hours, few evenings or weekends were left free for the Roddick children. In addition to teaching her a strong work ethic, it was Roddick’s mother who first introduced her to the concept and value of recycling.

When Roddick was eight years old, she was told that her father was actually Donny’s cousin, Henry, and that she was the result of an affair. Henry died from tuberculosis just two years after she learned about the news. Of the experience, Roddick wrote that she “felt as if an enormous weight of guilt had been lifted off [her] shoulders…It gave me a lot of confidence in gut feelings – taught me to trust my instincts above everything else, and stood me in very good stead when I came to open my first shop.”

Because her family had immigrated to England, Roddick claims she always felt she was different. “I was a natural outsider, and I was drawn to other outsiders and rebels,” she recalls. “James Dean was my schoolgirl idol. I also had a strong sense of moral outrage, which was awakened when I found a book about the Holocaust at the age of ten.” Initially, Roddick’s sense of moral outrage led her to become a teacher. She declined an offer from the Guildhall School of Music and Drama, choosing instead to enroll in the Newton Park College of Education and Bath. Here, she studied English, History, and Aesthetics. In 1962, Roddick went on a kibbutz to Israel, which eventually turned into an extended working trip around the world.

“I traveled enormously during the 1960's,” says Roddick, “when you measured everything by where you traveled and what you did as travelers.” She clipped newspapers for the International Herald Tribute in Paris, worked for the United Nations in Geneva and took a self-guided tour through Tahiti, Reunion, Madagascar, Mauritius, Australia, and Johannesburg. While in South Africa, Roddick disobeyed the laws of apartheid by attending a jazz club on ‘black night’ and was sent back to England.

Upon her return, Roddick’s mother introduced her to a young Scotsman by the name of Gordon Roddick, of whom Anita says, “Our bond was instant.” The two decided not only to be together in a relationship, but to go into business with each other. First, they opened up a restaurant, followed by a hotel in Littlehampton. In 1970, with one child together already and another one on the way, the pair was married. However, it would not be long before their passionate interests were taking them in uniquely different directions.

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  Changing ‘Business as Usual’: The Body Shop Becomes a Success
  Lesson #4: Infuse Your Company with a Survival Mentality
  Changing the World One Shampoo at a Time: How The Body Shop Became a Success
  Lesson #3: Draw From Your Own Personal Experiences
  Lesson # 5: Entrepreneurship Cannot Be Taught

Article Tags: american style, anita roddick, body shop, cosmetic stores, cousin henry, gilda, gut feelings, italian immigrants, james dean, littlehampton, moral outrage, outsider, outsiders, perella, stead, strong work ethic, style diner, sussex england, sustainable manner, waitress



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New Women Entrepreneurs to Profile - Thanks Mikki! We've got Madam C.J. Walker on the list as well as Anita Roddick (The Body Shop), Mary Kay Ash, and Ruth Handler (Mattel). I'm not too familiar with the Debbie Fields story - what do you know about it? Sheldon, Are you connected with these two companies? What can you tell me about them?
Re: Hello, I'm a newbie too - [quote="anitarose":2giyv6ah]Well, I'm 47, had my own business for 10 years, and it flopped immensely. I would like to be sure that I can start another business and have it succeed. I guess I want reassurance that it can happen again. I was recently reading Ray Kroc's autobiography. I am currently working at McDonalds and am looking to go into management. However, I would be interested in finding a business to go into along with the management position. Thanks for pointing me in a different direction. Anita[/quote:2giyv6ah] Hi Anita, I also wanted to add that you might want to consider starting a franchise as your next business venture. While a franchise isn't a guaranteed success, you'll be buying into a proven business plan and will be able to use your management skills and experience of working in a system to your advantage.
Canadian Entrepreneurs - Hi Evan, I think you should profile Anita from the Body Shop. Is she Canadian? It would be nice to get a Canadian perspective for all of us who are starting businesses in Canada. Do you find th stories of the entrepreneurs vary depending on country? Thanks for all these great stories - it helps inspire us! Jessica
Hello, I'm a newbie too - Hi, I was introduced to your site by a friend from a different forum. I had asked the question "how many people became successes after age 45?" and one response led me here. I'm still looking for the answer to that question, I've been studying a variety of things, and I've read Ray Kroc's autobiography, which led me to wonder how many people became a success after the age of 45. So far I've come up with Kroc, Colonel Sanders, and a few singers. Can any one assist me with this? Thanks, Anita
Re: your personality type? - Hi Michelle! If you are the present-moment focused, this is your result. If it doesn't seem spot on, I'll give you the big-picture focused result. The Enjoyer of Life. You enthusiastically enjoy experiencing the five senses, creative pursuits and social harmony in the here-and-now. You are independent, socially upbeat, and enjoy creating a positive and happy atmosphere. Despite your outgoing “persona,” you are a private person and few people truly know you well). #1 Strength: Comfort Creator #2 Strength: Expressing Social Feeling 1) Comfort Creator -- Creating a comfortable physical environment. Feels the ?ve senses vividly. Adept at using objects, or ?nding or building objects, to make a physical space the most soothing to all ?ve senses. Also organizing so objects are easily found in a convenient way. Both the physical comfort of self, and others, is important. Often feel a need to ensure those close to them are warm enough, fed, rested, etc. Will easily offer help to others in these areas, lending a jacket, or offering a snack. 2) Expressing Social Feeling Setting an emotional tone, vibrant, energetic, or serious, etc. Concerned with the emotional environment as it?s happening -- the vibe of people at a party, the tone of a situation, other people?s responses. Setting the tone -- dramatic and serious, or lighthearted and a celebration. Emotional displays are important for knowing how others are feeling, whether bad or good. Someone talking in a monotone about feelings seems insincere. Feels should be shown, so they can be read by others. Your best type would be: The Conceptualizer. You are an inventive creator of logical systems of possibilities that you use to create processes, products or strategies. Socially, you are sometimes quiet, but also find yourself acting as the life of the party, especially when you get caught up in a debate or entertaining topic of conversation. #1 Strength: Generating Future Possibilities #2 Strength: Systematic/Rule Logic


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