- Leigh-Anne Pinnock is one of four "Wildflowers" fronting The Body Shop's 50th-anniversary "Grow Wild" campaign, alongside Jameela Jamil, Paloma Faith, and Ashley James.
- The campaign backs the relaunch of The Body Shop's reformulated Body Butters and updated Born Lippy lip range.
- The news lands weeks after Pinnock announced she's expecting her third child with husband Andre Gray.
- Grow Wild runs across social media, creator partnerships, and in-store displays through the rest of 2026.
Leigh-Anne Pinnock has a new title: Wildflower. The Little Mix star is one of four women fronting The Body Shop’s “Grow Wild” campaign, launched to mark the British beauty brand’s 50th anniversary.
She joins Jameela Jamil, Paloma Faith, and Ashley James, each picked for speaking up on body image, equality, or mental health rather than for typical beauty-campaign credentials.
The campaign leans on the brand’s activist roots, first shaped by founder Anita Roddick, and centers on women who refuse to shrink themselves. It backs the relaunch of The Body Shop’s reformulated Body Butters and updated Born Lippy lip range, running across social media, creator partnerships, and in-store displays through the rest of 2026.
For Pinnock, the timing is personal. She announced weeks ago that she and husband Andre Gray are expecting their third child, sharing a studio video that panned to her baby bump as her new track “Heaven” played. The couple, married in Jamaica in 2023, are already parents to twin daughters born in 2021.
The campaign also follows Pinnock’s February release of her debut solo album, My Ego Told Me To, which reached number three in the UK.
Grow Wild fits a wider pattern of music stars fronting 2026 beauty campaigns, following Young Miko’s SXSW-launched Garnier partnership and Millie Bobby Brown’s self-written Florence by Mills moisturizer campaign, both leaning on personal storytelling over polished ad copy.
Takeaways
The Body Shop is betting its 50th birthday on advocacy over airbrushing, pairing its anniversary relaunch with women known for speaking out rather than traditional supermodels.
For Pinnock, the campaign lands at a strange intersection of personal and professional news, her pregnancy reveal arriving in the same news cycle as a new brand deal.
And with Young Miko and Millie Bobby Brown both fronting 2026 beauty campaigns built on authenticity rather than gloss, Grow Wild looks less like an outlier and more like where celebrity beauty marketing is heading this year.
Can “activist beauty” marketing hold its momentum once The Body Shop’s anniversary year wraps? Does this open the door for more solo-era brand deals as Pinnock steps further from Little Mix? Are artist-fronted, story-driven campaigns replacing traditional supermodel ads as beauty’s go-to playbook in 2026?
