Natura &Co

What Natura &Co does

Natura &Co is a Brazilian personal care and beauty holding company headquartered in São Paulo, publicly traded on B3 (NTCOY) and founded in 1969. Following the 2020 acquisition of Avon and subsequent 2025 divestitures of Avon International and Avon Russia, the company has narrowed its focus to Latin America, operating two core brands — Natura (flagship, Amazonian-bioactives focused) and Avon (under tech-driven relaunch for younger consumers) — plus the Bluma wellness platform with airport lounges across Brazil. Its commercial architecture blends a 3M+ beauty consultant direct-sales force (420,000+ in Mexico) with 14 owned physical stores, 2,000+ third-party Avon retail doors targeted to reach 5,000, a proprietary e-commerce platform growing +23.6% YoY, and an official Mercado Libre Mexico marketplace storefront launched in May 2026.

Revenue is generated primarily through direct sales of beauty and personal-care products (mass-market to premium tiers) across Brazilian, Argentinian, and Mexican markets, supplemented by digital and physical retail channels. Q1 2026 net revenue reached R$4.7 billion with R$346M EBITDA (7.3% margin), while 2025 full-year net income approached R$1 billion, reflecting material profitability gains from the corporate-simplification program.

The technology stack spans proprietary and partner capabilities: the Moiru Industry 4.0 project with Siemens deploys digital twins and automation at Amazon extraction facilities; blockchain-based credentialing supports ingredient traceability; Databricks Unity Catalog unifies the data fabric; the Debut partnership brings AI-discovered skin-longevity ingredients targeting 2027 launches; and Avon's MenoSkin uses 3D bio-printed skin models for animal-free menopausal skincare research. Strategic partnerships with Advent International (planned minority investment) and Grupo Boticário signal both capital and ecosystem alignment for the next Latin America growth cycle.

Name

Natura &Co

Legal name

Natura &Co

Website

https://naturaeco.com

Company type

Public

Founded year

1969

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Natura &Co is a Brazilian personal care holding company operating the Natura and Avon brands across Latin America through a hybrid model of 3M+ beauty consultants, e-commerce, and 1,000+ retail stores.

Ownership category

akta.pro rank

Product category

Beauty and Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industry

Deodorants & Antiperspirants (CRADANAA)

Keywords

• Beauty and personal care
• Direct sales cosmetics
• Skincare products
• Fragrance manufacturing
• Cosmetics retail

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Sales through Beauty Consultants: Primary revenue stream through extensive network of over 420,000 beauty consultants in Latin America selling Natura and Avon products directly to consumers. Traditional direct sales model with consultants purchasing products for resale.
2. E-commerce Retail: Direct-to-consumer online sales through Natura's proprietary e-commerce platform and marketplace partnerships (Mercado Libre Mexico). Growing digital sales with +23.6% YoY expansion in Q1 2026.
3. Physical Retail Stores: Revenue from 14 owned physical stores plus retail distribution through third-party stores for Avon brand. Avon products available in 2,000+ stores worldwide as of 2025.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Natura &Co manufactures and sells beauty and personal care products including skincare, makeup, fragrances, haircare, and body care under the Natura and Avon (LatAm) brands. Products are distributed through a large independent direct-sales consultant network, complemented by company-owned e-commerce, third-party marketplaces such as Mercado Libre, and physical retail. The portfolio also includes the Bluma wellness platform offering wellness spaces and experiences.

Product overview

Natura &Co is a Brazilian beauty and personal care holding company operating multiple brands across Latin America. The company's product portfolio centers on two core brands: Natura (the flagship brand) and Avon (retained in Latin America following 2025 divestitures). Natura operates through a hybrid distribution model combining direct sales with over 420,000 consultants, its own ecommerce platform, 14 physical stores, and an official Mercado Libre store in Mexico. The company offers beauty and personal care products derived from Amazonian botanical ingredients with a strong sustainability focus. Additionally, Natura operates the Bluma wellness platform with physical presence in Brazilian airports, and has partnered with Debut for AI-discovered skin longevity ingredients targeting the Latin American beauty market.

Differentiator

Problem solved

Functional benefit

Brands

• Natura: Core Brazilian beauty and personal care brand with Amazonian bioactives focus
• Avon
• Bluma

Products and services

• Natura Flagship Natura brand offering skincare, haircare, fragrances, makeup, and body care products built around Amazonian bioactive ingredients and B Corp-certified sustainable sourcing. Sold to consumers across Latin America through direct-sales consultants, e-commerce, and retail.
• Avon (Latin America) Avon-branded beauty and personal care products (skincare, makeup, fragrance, body care) retained by Natura &Co in Latin America following the 2026 strategic restructuring. Distributed through Avon consultants, retail, and digital channels in LatAm markets.
• Bluma Wellness Platform Bluma is Natura &Co's wellness platform providing wellness spaces, lounges, and experiences designed to extend the company's offering beyond traditional beauty products into holistic well-being services for consumers.

Quantifiable outcome

• Energy and water use reductions at Amazon extraction facility through Industry 4.0 technologies
• +4 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

Integration1 record

AI capability5 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, minor and moderate.

• SiemenscoreTechnology or Integration · 16 June 2026Strategic partnership to deploy Industry 4.0 technologies in the Brazilian Amazon through the Moiru project. Siemens provides digital twins, smart sensors, and automation solutions for Natura's community extraction facility. Early results show significant reductions in energy and water use, improved process stability, product consistency, and worker safety. Plans to scale across Natura's 19 existing agro-industries in the Amazon.
• VML Brazil (Campaign Partner)minorGTM or Marketing Partner · 1 June 2026Marketing campaign collaboration with VML Brazil for Avon's MenoSkin bio-printed menopausal skin model launch. Included microscopic print advertisement on lab-grown skin displayed in São Paulo.
• DebutcoreStrategic or Co-development Partner · 28 May 2026Strategic partnership to commercialize an AI-discovered skin longevity ingredient complex for the Latin American beauty market. Combines Debut's AI-powered ingredient discovery platform with Natura's Amazonian bioactives expertise. Plans to develop clinically validated products with potential launches as early as 2027. Marks Debut's entry into Latin America.
• Mercado LibrecoreChannel Partner/ Reseller/ Distributor · 12 May 2026Official Natura store launched on Mercado Libre Mexico marketplace. Leverages Mercado Libre's e-commerce, logistics, and fintech infrastructure to improve product availability and reach underserved regions in Mexico.
• DatabrickscoreTechnology or Integration · 12 March 2026Data infrastructure partnership using Databricks and Unity Catalog to consolidate Natura's data systems. Migrated from AWS Glue catalog to Unity Catalog's lineage feature providing visibility into product usage across the organization. Serves as foundation for Natura's data strategy at scale across multiple warehouses, countries, and departments.
• Blockchain Credentialing NetworkmoderateTechnology or Integration · 12 September 2025Blockchain implementation for ingredient traceability and ethical certification in Natura's cosmetics supply chain. Enables supply chain transparency and regulatory compliance.
• Grupo BoticáriomoderateStrategic or Co-development Partner · 12 September 2025Brazilian companies emerging as global leaders in AI-driven fragrance development, green chemistry, and cruelty-free alternatives. Both companies investing heavily in sustainable fragrance innovation.

Scale indicators10 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Grupo Boticário: Largest Brazilian beauty and personal care company, operating a portfolio of fragrance, skincare, and makeup brands across Latin America. Directly comparable to Natura given shared Brazilian market focus, multi-brand portfolio, and ongoing investment in AI-driven fragrance and green chemistry innovation.
• Mary Kay: Global direct-sales beauty company selling skincare, makeup, and fragrance through an independent sales force model. Closely comparable to Natura in go-to-market mechanics (consultant-driven direct sales) and product categories, providing a structural benchmark for direct-sales beauty economics.
• Coty: Multi-brand beauty company with mass and prestige positions across fragrance, color cosmetics, and skincare, including heritage consumer brands. Comparable to Natura in scale, mass-market orientation, and portfolio diversification, though Coty's channel mix is more retail-anchored.
• e.l.f. Beauty: Fast-growing mass beauty company selling color cosmetics and skincare primarily through digital and mass-retail channels. Comparable to Natura in mass-market positioning and digital-led growth, though e.l.f. is a disruptor focused on younger consumers — the same demographic Natura is targeting with the Avon relaunch.
• Revlon: Mass-market beauty company selling color cosmetics, skincare, and fragrances through retail and direct-sales channels. Comparable to Natura in mass-market positioning and category mix, and offers a cautionary comparable for execution and turnaround risk in legacy beauty brands.
• Avon International: Avon business outside Latin America, sold by Natura to Regent LP in late 2025. Former sister business operating the same direct-sales model and product portfolio as Natura's retained Avon operations in Latin America; functions as a direct strategic comparable for the relaunch under CEO Kristof Neirynck.

Broad incumbents

• L'Oréal: World's largest beauty company with a broad portfolio spanning mass-market to luxury skincare, haircare, fragrances, and cosmetics. Overlaps with Natura across categories and global ambition; L'Oréal is the established global incumbent against which Natura's Latin American leadership and sustainable-ingredient positioning is differentiated.
• Estée Lauder Companies: Global multi-brand beauty conglomerate with leading positions in skincare, makeup, and fragrance. Comparable to Natura in portfolio breadth and category mix, but operating primarily in prestige channels globally; offers a reference point for how multi-brand beauty groups scale.
• Amway: Global direct-selling company with significant beauty, personal care, and wellness product lines sold through independent distributors. Comparable to Natura in direct-sales architecture and global reach, though Amway operates a broader health-and-wellness portfolio beyond beauty.
• Sephora (LVMH): Global multi-brand beauty retailer owned by LVMH, operating 2,700+ stores worldwide and a leading digital beauty platform. Comparable to Natura as a destination for Latin American consumers purchasing premium and mass beauty products; relevant given Natura's omnichannel expansion into physical retail (14 owned stores plus Avon's 2,000+ retail doors).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/naturaandco
• YouTubeyoutube.com/channel/UCzvDGUrkMGuyVFK21GkmHww
• Facebookfacebook.com/naturaandcoofficial
• LinkedInlinkedin.com/company/naturaandco

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments1 record

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

Frequently asked questions about Natura &Co