Natura: Pioneering Clean Beauty
Natura is a Brazilian cosmetics, personal care, and beauty products company. Established in 1969 by Antônio Luiz Seabra, it is headquartered in São Paulo, Brazil. Natura is notable for its business model that includes direct sales through representatives, which has helped it become one of the largest beauty companies in Brazil and a significant player in the global market. In recent years, Natura has expanded its global presence, particularly through the creation of Natura &Co, a holding company that includes Natura, The Body Shop, Aesop (sold to L’Oreal earlier this year), and Avon. This expansion has positioned Natura &Co as one of the largest beauty groups in the world, with a strong emphasis on sustainable and ethical practices across its brand portfolio.
CORE VALUE: “MORE BEAUTY, LESS WASTE”
Since its inception, Natura has been at the forefront of sustainable beauty long before it became a mainstream concern. In 1983, they were the first Brazilian company to offer refill. In 2000 they launched the line “EKOS,” which was formulated with bioactive from the Amazon forest - EKOS is still a current line, and a portion of the revenue from its sale reverts back to the conservation of Amazonian forest. In 2006, they stopped testing on animals, and using animal-derived ingredients. Natura has been carbon neutral since 2007, a significant achievement in the cosmetics industry. In 2014, Natura became the first publicly traded company to achieve B Corporation certification. This certification signifies that the company met the rigorous standards of social and environmental performance, accountability, and transparency set by B Lab, a nonprofit that certifies B Corporations. Natura's achievement marked a significant milestone in corporate sustainability.
Natura's involvement with the Union for Ethical BioTrade (UEBT) is a cornerstone of its commitment to sustainability and ethical practices. As a founding member of UEBT, Natura adheres to strict guidelines that ensure its sourcing practices promote the conservation of biodiversity, respect for traditional knowledge, and equitable sharing of benefits throughout the supply chain. This alliance with UEBT underscores Natura's dedication to responsible business practices that go beyond mere compliance, integrating ethical considerations into every aspect of its operations.
By aligning with UEBT standards, Natura ensures that the ingredients it sources from biodiversity are done so under fair and equitable terms. This approach not only supports the preservation of ecosystems but also contributes to the welfare of the communities that depend on these natural resources. Natura's commitment to ethical biotrade reflects a broader strategy of sustainable development, where environmental stewardship and social responsibility are integral to its business model. By prioritizing natural ingredients and eco-friendly packaging, Natura has not only set high standards for sustainable practices but has also reshaped consumer expectations and industry norms in the beauty sector.
Natura's Programa Amazônia, initiated in 2000, reflects the brand's belief that a beauty company can enhance the world's beauty and contribute to the preservation of the Amazon rainforest. This program, formalized in 2011, consolidates various initiatives to transform socio-environmental challenges into business opportunities, focusing on sustainable economic alternatives and inclusive development in the Amazon region.
Natura's Kaiak Oceano line is a remarkable example of the company's commitment to sustainability. This fragrance line is designed to encourage a more conscious perspective on waste and its impact on aquatic environments. It stands out for incorporating 50% recycled plastic in the main part of its packaging and up to 30% recycled glass, emphasizing the brand's focus on reducing its environmental footprint. Even the product development is tied to their sustainable efforts as the fragrance itself is formulated with Atlantic Seaweed. Natura's Kaiak Oceano line exemplifies how a brand can extend its purpose beyond the confines of the boardroom, translating its commitment to sustainability into tangible, eco-conscious products that resonate deeply with consumers and the environment alike.
From Natura’s US site - Kaiak Oceano
CORE VALUE: “EVERYBODY MATTERS”
“A beauty company should work towards making its relations as healthy as possible, as loving and generous as possible. That’s why we fight stereotypes, that’s why we really want to make sure that everyone accepts themselves as they are and works towards becoming the best version of themselves.”
Natura's initiatives towards building community are deeply rooted in their commitment to human rights and environmental stewardship, as outlined in their "Commitment to Life" strategy. This commitment includes efforts to improve gender balance within their management team, closing the gender pay gap, establishing a living wage for their direct sales associates, and promoting inclusion of underrepresented groups. Additionally, Natura is focused on creating measurable gains for their associates, representatives, and sourcing communities in terms of earnings, education, health, and digital inclusion. They source 41 bio ingredients from almost 7,500 families in many regions of the Amazon, supporting the livelihood of local communities.
In 2020, Natura shifted its Black Friday approach from a consumption focus to "Natura Friday," where R$1 from every purchase exceeding R$99 was donated to one of Natura's non-profit initiatives, supporting their sales associates.
Instituto Natura is a non-profit organization that collaborates with various sectors of society to transform education, aiming to ensure quality learning for all children and youth. The institute operates globally on three main pillars, including support for the implementation of public policies.
Natura recently launched its online social collaboration platform, named Movimento Natura. This initiative aims to identify relevant socio-environmental causes and contribute to their growth and advancement by connecting with volunteers interested in donating their time and skills
The Mission
Natura's mission, centered around promoting "bem estar bem" — translating to "well-being-being" — emphasizes harmonious relationships with oneself, others, and nature, and is a focal point in all their branding. Although their visual branding varies, lacking a uniform aesthetic across different product lines, their logo remains consistently depicted in white, black, or orange. What truly unifies Natura's branding is a consistent tone of voice, especially in their environmental advocacy and mission-focused communication.
BRANDING RECOMMENDATIONS FOR FURTHER EXPANSION:
Building on Natura's distinct mission and brand identity, there are strategic opportunities to further enhance their brand presence and market reach. Here are some specific recommendations that could amplify Natura's impact and market penetration:
Consumer Research to facilitate internationalization: Conduct in-depth research to understand what draws Brazilian consumers to Natura across generations. This study should focus on brand advantages and product affinity, providing insights crucial for international market strategies. Additionally, analyze markets where The Body Shop is present to differentiate and strategically position both brands without market overlap.
Branding Audit and Website Revamp: Undertake a branding audit, particularly of the website, to improve user experience. The website should be simplified and redesigned to clearly communicate Natura's brand purpose in an aesthetically pleasing manner.
Expand Sustainability Initiatives: Leverage Natura's strength in sustainability by introducing new eco-friendly products or initiatives, further establishing the brand as a leader in sustainable beauty.
