The collaboration blends beauty and indulgence with a multi-sensorial in-store experience featuring exclusive passionfruit gelato
The Body Shop, the British-born ethical beauty brand, has unveiled its vibrant new Passionfruit collection in India with a unique collaboration that brought together skincare and artisanal ice cream. Partnering with New Delhi-based Minus 30, the brand introduced a multi-sensorial retail experience, surprising customers with an exclusive Passionfruit-flavoured gelato specially created for the launch.
The in-store initiative turned select outlets into experiential zones, underscoring how cross-category collaborations are reshaping consumer engagement. By appealing to fragrance, touch and taste, the brand created a deeper sensory connection with its latest launch.
“Consumers today are drawn to experiences that surprise and delight, not just transactions,” said Harmeet Singh, Chief Brand Officer, The Body Shop Asia South. “With the Passionfruit collection, we wanted to create a moment of indulgence that captured the tropical joy of the range. Partnering with Minus 30 gave us the opportunity to deliver a playful, memorable experience rooted in shared values of sustainability and mindful choices.”
Minus 30’s co-founders, Gayatri Rattha and Shivanie Mirchandani, said the collaboration showcased freshness, creativity and conscious indulgence. “Crafting a Passionfruit gelato exclusively for this launch was a way to bring the fragrance to life through taste. It was rewarding to connect with consumers in such an immersive way,” they added.
The limited-edition Passionfruit collection includes a Shower Gel, Body Scrub, Body Yoghurt and Body Mist, all crafted with nature-inspired ingredients and a bold tropical fragrance. The range reflects The Body Shop’s commitment to sustainable, ethical beauty, while positioning the launch as part of a broader brand strategy in India — shifting from traditional product rollouts to cultural and experiential activations.
