Natura Cosmeticos

What Natura Cosmeticos does

Natura Cosmeticos S/A is a Brazilian public beauty and personal care company headquartered in São Paulo, founded in 1969 by Luiz Seabra, and listed on the B3 exchange under ticker NATU3. It is the #1 beauty, personal care, and fragrance brand in Latin America and operates a multi-brand portfolio that includes the flagship Natura brand, Avon (acquired in 2020 and repositioned as a FemTech in 2026), and approximately twenty sub-brands spanning perfumery, makeup, skincare, hair care, body care, baby care, men's care, and home fragrance (Tododia, Essencial, Kaiak, Ekos, Una, Ilía, Lumina, Chronos Derma, Luna, Humor, Sè ve, Faces, Biografia, Kriska, among others). Manufacturing is conducted at a dedicated facility in Cajamar, São Paulo.

The company generates revenue primarily through a direct sales model ("venda por relações") executed via a network of 2 million beauty consultants across seven Latin American countries plus France, the United States, and Malaysia. Distribution is multi-channel: e-commerce via natura.com.br, owned and franchise retail stores under the Athena and Athena Light concepts (R$420K-R$500K average franchise investment), a B2B sales team serving hospitality and corporate gifting, and WhatsApp ordering. Pricing is unit-based, ranging from R$19.90 outlet items to R$389.90 premium perfumes, with installment payments up to 6x without interest and regular promotional cycles. Core technology centers on botanical formulation using ingredients sourced via Associated Traditional Knowledge from Brazilian communities, with a forthcoming AI-formulated skincare line planned for 2027 in partnership with Debut.

In early 2026 Natura completed a corporate simplification, divesting Avon International and Avon Russia, and reported net income of nearly R$1 billion in 2025. A governance overhaul in March 2026 moved co-founders Seabra, Leal, and Passos to a new Advisory Board, installed Alessandro Carlucci as Chairman, and brought in Advent International as an 8-10% minority shareholder with two board seats. The company is B Corp certified for 11 years and has been carbon neutral since 2007, and holds an issuer rating of BB+ with stable outlook from Fitch (July 2026).

Name

Natura Cosmeticos

Legal name

Natura Cosméticos S/A

Website

https://natura.com.br

Company type

Public

Founded year

1969

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Natura Cosmeticos is a Brazilian public beauty company and Latin America's leading fragrance and personal care brand. It sells a multi-brand portfolio including Natura and Avon through 2 million beauty consultants, e-commerce, franchise retail, and B2B channels.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH)

akta.pro secondary industry

Natural, Organic & Clean Beauty Distribution (CRAOAEAM)

Keywords

• Direct sales cosmetics
• Beauty and personal care
• Fragrance and perfumery
• Skincare and makeup
• Multi-brand beauty portfolio

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations

Revenue model

1. Direct Sales Through Consultants: Natura's primary revenue channel through its 'venda por relações' (relationship selling) model where 2 million beauty consultants sell products directly to consumers, generating recurring transactions.
2. E-commerce Retail: Direct-to-consumer sales through Natura's website and mobile app, with promotions like first purchase discounts (10% off with PRIMEIRACOMPRA coupon) and free shipping above R$149.
3. B2B Corporate Sales: Corporate gifting and hospitality solutions sold to businesses for employee rewards, client gifts, and hotel amenities.
4. Avon Integration: Revenue from unified Natura-Avon brands in Mexico and Argentina following corporate streamlining and divestment of Avon International and Avon Russia.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Natura Cosméticos manufactures, markets, and distributes a multi-brand portfolio of beauty and personal care products spanning perfumery, makeup, skincare, hair care, body care, men's care, baby and maternal care, and home fragrance. Products are sold under the Natura and Avon master brands and more than 15 sub-brands through a hybrid distribution model combining a 2 million-strong independent beauty consultant network running on a direct-sales relationship-selling system, the natura.com.br e-commerce site and mobile app, owned and franchise retail stores (Athena and Athena Light), and a B2B corporate sales channel serving hospitality and corporate gifting.

Product overview

Natura Cosmeticos operates a multi-brand beauty and personal care portfolio with Natura as the flagship brand (#1 in Latin America), complemented by the Avon brand (repositioned as a FemTech in 2026). The product portfolio spans across sub-brands including Tododia (body and bath), Essencial (premium fragrances), Kaiak (men's care), Ekos (biodiversity-inspired), Una (makeup), Mamãe e Bebê (baby/mother), Ilía (feminine fragrances), Lumina (hair care), Chronos Derma (dermatological skincare), Luna, Humor, Sève, Faces, Biografia, and Kriska. Products are organized into major categories: Perfumaria (fragrances), Corpo e Banho (body and bath), Cabelos (hair care), Maquiagem (makeup), Rosto (face care), Casa (home), Infantil (children's), and Homens (men's). The company employs a direct sales model with 2 million consultants and also operates e-commerce platforms and physical retail stores (franchise model).

Differentiator

Problem solved

Functional benefit

Brands

• Avon: Acquired brand (2020); global direct-sales beauty company founded 1886; repositioned as FemTech in 2026; leading makeup brand in Brazil.
• Tododia
• Essencial
• Ekos
• Kaiak
• Una
• Ilía
• Lumina
• Chronos Derma
• Luna
• Humor
• naturé
• sève
• Faces
• Biografia
• Erva Doce
• Kriska
• Aura
• Mamãe e Bebê
• Natura Homem
• Urbano

Products and services

• Natura main brand (Perfumaria, Corpo e Banho, Cabelos, Maquiagem, Rosto, Casa, Infantil, Homens) Flagship Natura brand offering a full beauty and personal care portfolio — perfumery (alta perfumaria, deo-colonias, body splash), body and bath (bar and liquid soaps, body lotions, deodorants, sunscreen), hair care (shampoos, conditioners, masks, treatments by hair type and need), makeup (face, eye, lip, nail), face care (cleansers, serums, moisturizers, anti-aging, sunscreen), home (hand care, ambient sprays, candles, diffusers), children's care, and men's care — sold across Latin America.
• Avon beauty and personal care brand Acquired global direct-sales beauty brand offering iconic makeup lines, hair care, fragrances, and home products, repositioned in 2026 as a FemTech brand focused on holistic feminine needs; leading makeup brand in Brazil within the Natura group.
• Tododia body and bath line Body care and bath product line featuring natural ingredients, including bar and liquid soaps, body lotions, body splashes, and deodorants in multiple fragrances.
• Essencial premium perfumery line Premium fragrance collection for men and women, offering perfumes, deo-colonias, shower gels, body deodorants, and the special 'Coleção Ingredientes Árabes' line featuring sophisticated scent profiles.
• Kaiak men's fragrance and personal care line Men's fragrance and personal care line featuring perfumes, deo-colonias, shower gels, and body care products with fresh, aquatic scent profiles.
• Ekos biodiversity-inspired fragrance and care line Fragrance and personal care line inspired by Brazilian biodiversity, featuring products developed with ingredients such as andiroba, castanha, murumuru, and patauá sourced through Associated Traditional Knowledge partnerships.
• Una color cosmetics line Makeup line including lipsticks, concealers, and other color cosmetics known for high-performance and long-lasting formulas.
• Mamãe e Bebê baby and maternal care line Baby and mother care product line including colognes, body washes, moisturizers, massage oils, and essentials for babies and expectant mothers.
• Ilía premium feminine fragrance line Premium feminine fragrance line featuring sophisticated perfumes and deo-parfums with elegant scent compositions.
• Lumina hair care line with molecular repair technology Hair care line featuring molecular repair and strengthening products including shampoos, conditioners, treatment masks, and the 'antissinais regenerador capilar' treatment.
• Chronos Derma anti-aging dermatological skincare line Dermatological skincare line focused on anti-aging treatments with clinically proven wrinkle reduction results.
• Luna feminine care line Feminine care line including fragrances and body care products designed for women.
• Humor fragrance line Playful fragrance line featuring vibrant, contemporary scents for both men and women.
• Sève bath and body line Bath and body care line featuring bath oils and body products with nourishing formulations.
• Faces color cosmetics line Makeup line including foundations, concealers, eyeliners, eyeshadows, and other color cosmetics with high-performance formulas.
• Biografia personal care and fragrance line Personal care and fragrance line offering personalized scent experiences.
• Kriska feminine fragrance line Feminine fragrance line featuring bold, contemporary scents.
• Natura Homem men's personal care line Men's personal care and fragrance line including perfumes, body care, and grooming products.
• Aura line Natura sub-brand listed within the brand portfolio on natura.com.br.
• Erva Doce line Natura sub-brand listed within the brand portfolio on natura.com.br.
• Minha Consultoria mobile and web app Mobile and web application for the network of beauty consultants to place orders, manage payments, and access exclusive materials for their direct-sales business.
• Athena retail franchise store concept Franchise retail store concept under the Natura retail network with average investment of R$500,000, average monthly revenue of R$180,000, and payback period of 2-3 years.
• Athena Light retail franchise store concept Smaller-format franchise retail store concept under the Natura retail network with average investment of R$420,000, average monthly revenue of R$120,000, and payback period of 2-3 years.

Quantifiable outcome

• Net income of nearly R$1 billion in 2025 following corporate streamlining
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature3 records

Partnerships

One partnership is on record.

• DebutcoreStrategic or Co-development Partner · 27 May 2026San Diego-based biotechnology company combining AI and beauty technology. Natura partnered with Debut to develop AI-formulated skincare products using proprietary plant-based ingredients, planned for launch in 2027. Debut has investors including L'Oréal SA.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• L'Oréal: Global #1 beauty company with broad portfolio across mass, premium, and luxury segments. Directly comparable as a multi-brand beauty manufacturer and marketer; also strategically connected as an investor in Debut, Natura's AI beauty partner.
• Unilever: Global CPG conglomerate with significant personal care (Dove, Rexona, Axe) and beauty brands (TRESemmé, Living Proof). Comparable as a multi-brand beauty and personal care manufacturer with mass-market and premium positioning.
• Estée Lauder Companies: Global prestige beauty company owning Estée Lauder, MAC, Clinique, and Tom Ford brands. Comparable as a multi-brand beauty manufacturer competing across skincare, makeup, and fragrance categories with international footprint.
• Revlon: Global mass-market beauty company focused on color cosmetics, hair care, and fragrances. Comparable as a multi-category beauty manufacturer with mass-market positioning competing across the same price tiers as Natura.
• Procter & Gamble (Beauty Division): Global CPG leader with significant beauty portfolio (Pantene, Gillette, Olay, SK-II). Comparable as a broad CPG manufacturer with mass-market beauty and personal care products targeting similar consumer demographics.

Direct peers

• Grupo Boticário: Brazilian direct competitor and #2 beauty company in Brazil, also operating franchise retail stores and multi-brand portfolio (O Boticário, Eudora, Quem Disse, Berenice?). Closest direct competitor in the Brazilian market with overlapping multi-brand and franchise retail model.
• Mary Kay: US-based direct sales beauty company operating similar relationship-selling model with independent beauty consultants. Highly comparable in GTM motion (consultant network) and product categories (skincare, makeup, fragrance).
• Avon (legacy operations under Natura): Wholly-owned subsidiary of Natura since 2020, repositioned as a FemTech in 2026. Operates as the direct-sales peer within the Natura group, sharing the consultant distribution model while maintaining distinct brand identity (#1 makeup brand in Brazil).
• Yves Rocher: French botanical-based beauty company with direct-to-consumer and consultant-based distribution. Comparable for its plant-based ingredient positioning (similar to Natura's Ekos line) and multi-channel distribution model.

Regional players

• Oriflame: Swiss-based direct sales beauty company with strong presence in Eastern Europe, Asia, and Latin America. Comparable as a direct-sales multi-brand beauty peer with similar GTM motion through independent consultants.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/naturanet
• TikToktiktok.com/@naturabrasiloficial
• Facebookfacebook.com/natura.br
• LinkedInlinkedin.com/company/natura

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries2 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Natura Cosmeticos