Moma Natural

What Moma Natural does

Moma Natural (legal entity MOMA COSMETICA AGROFLORESTAL E SERVICOS SOCIOAMBIENTAIS LTDA.) is a Brazilian natural cosmetics company founded in 2012 by Vivian Chun, a pharmacist with specialization in phytotherapy. The company formulates and sells solid-format personal care products — bar shampoos, bar conditioners, aluminum-free deodorants, facial creams, body moisturizers, soaps, intimate care, and pure Amazonian oils marketed under the INATU AMAZONIA sub-brand — using high concentrations of Amazonian bioactive ingredients including Andiroba oil, Buriti oil, Cupuaçu butter, Murumuru butter, Copaíba oil, and Breu Branco resin. Products are low poo, non-saponified, vegan, and free from parabens, silicones, sulfates, phthalates, and artificial additives; the solid bar format reduces plastic packaging and delivers 60-120 washes per unit. Headquartered in São Paulo at Rua Ambrosina de Macedo, 200, the company is registered as a privately-held LTDA with no disclosed institutional funding.

The company operates a hybrid go-to-market with three distribution channels: (1) direct-to-consumer e-commerce through www.momanatural.com.br with nationwide Brazilian delivery, WhatsApp-based customer service, and tiered pricing from R$31 (ceramic soap dishes) to R$246 (trio sets), with bundle discounts and 3x interest-free installments; (2) corporate B2B sales of custom-branded amenity kits (100-unit minimum) and sustainable corporate gifting targeting hotels, pousadas, and event organizers, with named partnerships including TEDx Amazônia and FIINSA; and (3) a reseller network spanning 20+ retail points across four regions and six Brazilian states (São Paulo, Rio de Janeiro, Amazonas, Pará, Bahia, Santa Catarina), including gourmet markets, organic institutes, and curated boutiques. A 2024 internal reseller survey reported 90% satisfaction and 80% stable-or-growing sales across the network.

Moma Natural is structured as an impact business, sourcing raw materials through ethical partnerships with traditional Amazonian communities. The supply chain spans 10+ productive chains across 16 municipalities, supports 400+ families through income generation, and is associated with sustainable use of 1.4 million hectares of Amazonian rainforest. A co-development partnership with Projeto Saúde e Alegria in the Santarém-PA region has cultivated 170 hectares, planted 90,000 seedlings, and supported 272 families. Customer segments include conscious consumers (primary), corporate B2B buyers, retail resellers, and the hospitality industry, with no revenue, funding, or institutional ownership disclosed.

Name

Moma Natural

Legal name

MOMA COSMETICA AGROFLORESTAL E SERVICOS SOCIOAMBIENTAIS LTDA.

Website

https://momanatural.com.br

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Moma Natural is a Brazilian natural cosmetics company founded in 2012 that develops vegan bar shampoos, conditioners, deodorants, facial creams, and pure Amazonian oils using sustainably-sourced bioactive ingredients, serving conscious consumers, corporate clients, and retail resellers across Brazil.

Ownership category

akta.pro rank

Product category

Natural Cosmetics

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Natural & Clean Fragrance (CRABADAG)

akta.pro secondary industry

Deodorants & Antiperspirants (CRADANAA)

Keywords

• Natural cosmetics
• Vegan personal care
• Solid shampoo bars
• Amazonian skincare
• Clean beauty products

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

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

Revenue model

1. Direct E-commerce Retail: Direct-to-consumer online sales of cosmetic products including solid shampoos, conditioners, deodorants, facial creams, body moisturizers, soaps, and accessories. One-time purchase model with per-unit pricing ranging from R$31 to R$246.
2. Corporate B2B Sales: Corporate gifting and amenity solutions for hotels, events, and companies including custom-branded kit amenities starting at 100 units, and project services for regenerative agroforestry.
3. Reseller Distribution: Wholesale supply to retail partners including gourmet markets, organic institutes, and curated stores across Brazil, with 90% of resellers reporting satisfaction with partnership.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Moma Natural formulates, manufactures, and sells natural, vegan, low-waste personal care cosmetics built on Amazonian bioactive ingredients (Andiroba, Buriti, Cupuaçu, Murumuru, Breu Branco, Copaíba, Sangue de Dragão). Its portfolio spans solid bar shampoos and conditioners, facial and intimate soaps, moisturizing creams, aluminum-free solid deodorants, and pure Amazonian oils, distributed through DTC e-commerce, a Brazilian reseller network of 20+ points of sale, and a B2B corporate amenity/gifting line for hotels and events.

Product overview

Moma Natural is a Brazilian natural cosmetics brand specializing in agroforestry-based personal care products. The company offers a unified portfolio organized into four main categories: Hair Care (bar shampoos, bar conditioners, travel kits), Body Care (moisturizers, deodorants, soaps, intimate care), Facial Care (facial creams, serums, facial soaps), and Accessories (ceramic soap dishes). Products are formulated with high concentrations of Amazonian bioactive ingredients including Andiroba oil, Buriti oil, Cupuaçu butter, Murumuru butter, Copaíba oil, and Breu Branco essential oil. The company positions itself as an impact business, sourcing raw materials from traditional communities and implementing agroforestry systems. All products are natural, vegan, and low-waste (many in bar format to reduce plastic packaging).

Differentiator

Problem solved

Functional benefit

Brands

• INATU AMAZONIA: A sub-brand under MOMA for pure Amazonian oils and essential oils, including products like Óleo Puro de Andiroba Amazônico and Óleo de Copaíba 100% Puro.

Products and services

• Solid Bar Shampoo (Amazonian-actives line) Solid bar shampoos with high concentrations of Amazonian oils (Andiroba, Buriti) and butters (Cupuaçu, Babaçu), with variants for dry, oily, and mixed hair. Low poo, non-saponified, natural, vegan formulas yielding approximately 60-70 washes per bar.
• Solid Bar Conditioner (Amazonian-actives line) Solid bar conditioners with Murumuru butter, Andiroba oil, Cupuaçu butter, Buriti oil, Breu Branco resin, and Lavender essential oil. Restore elasticity, control frizz, and provide deep nourishment for curly, colored, chemically treated, dry, or mixed hair. Natural, vegan formulas yielding approximately 120 washes per bar.
• Facial Soap Bar with Activated Charcoal and Basil Facial cleansing bar with activated vegetable charcoal for detox and sebum balance and Basil essential oil. Designed for mixed or oily skin with pH 6, gentle cleansing without stretching. Natural, vegan, non-saponified formula lasting approximately 90 washes.
• Facial Moisturizer Cream with Rose and Dragon's Blood Facial moisturizer with Dragon's Blood sap (Croton lechleri), rose powder, aloe powder, Calendula extract, Buriti oil, Pracaxi oil, and Geranium essential oil. Regenerating and healing properties for hydrated and regenerated skin; priced at R$82.
• Solid Bar Deodorant (aluminum-free) Aluminum- and sodium-bicarbonate-free solid deodorant with Andiroba oil, Cupuaçu butter, Murumuru butter, and botanical extracts (Rosemary, Lemon, Breu Branco). Provides up to 12-hour protection, moisturizes and calms skin, and prevents odor-causing microorganism proliferation. Natural, vegan formula lasting approximately 4 months.
• Natural Intimate Soap with Barbatimão, Melaleuca, and Aroeira Intimate cleansing bar with Barbatimão, Melaleuca (tea tree), and Aroeira extracts. Natural formula for daily intimate care.
• Body Moisturizer Cream with Cumaru and Copaíba 200g body moisturizer cream formulated with Cumaru and Copaíba for deep hydration of body skin.
• Pure Copaíba Oil 30 mL 100% pure Copaíba oil from Copaifera officinalis resin with anti-inflammatory and healing properties, marketed for muscle pain relief, skin health, and immunity support. Sustainably extracted in the Amazon.
• Pure Andiroba Oil 30 mL — INATU AMAZONIA sub-brand 100% pure Andiroba oil from Carapa guianensis seeds, native to the Amazon. Rich in natural fatty acids; hydrates and nourishes skin and hair. Free from parabens, silicones, mineral oil, artificial colors, and animal-derived ingredients. Sold under the INATU AMAZONIA sub-brand.
• Ceramic Soap Dish Ceramic soap dish designed for drainage with elevated surface and water-flow channels that reduce bar contact with moisture, extending product durability. Available in Blue Turquoise, Navy Blue, White, and Tobacco colors and sizes P, M, G.
• Corporate B2B Amenity Kits (custom-branded) Custom-branded corporate amenity kits (mini solid shampoo, conditioner, and soap in compostable packaging) sold to hotels, pousadas, event organizers, and corporate clients seeking sustainable gifts and amenities. Custom branding available starting from 100 units; sold via WhatsApp quote.

Quantifiable outcome

• 400+ families positively impacted through income generation and sustainable forest management
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• TEDx AmazôniacoreGTM or Marketing PartnerMOMA partnered with TEDx Amazônia as a sustainable cosmetics supplier for event gifts, providing high-performance agroforestry cosmetics with low waste packaging that aligned with the event's sustainability values.
• FIINSAcoreGTM or Marketing PartnerCollaboration with FIINSA as event sustainability partner for corporate gift solutions using Amazonian bioactive ingredients, positioning MOMA as an innovative sustainable brand.
• Traditional Communities - Amazon RegioncoreStrategic or Co-development PartnerEthical sourcing partnerships with traditional Amazonian communities for raw materials including Breu Branco resin, Copaíba oil, Andiroba, and other Amazonian botanicals. Supports income generation for 400+ families across 16 municipalities while enabling sustainable forest management of 1.4 million hectares.
• Projeto Saúde e AlegriacoreStrategic or Co-development PartnerCollaboration supporting agroforestry systems in Santarém-PA region across Reserve Extrativista Tapajós-Arapiuns, Floresta Nacional do Tapajós, and Projeto de Assentamento Agroextrativista Lago Grande. Results include 170 hectares cultivated, 90,000 seedlings planted, and 272 families supported.
• Retail Partners - São PaulominorChannel Partner/ Reseller/ DistributorReseller partnerships including Moma Natural flagship store at Rua Ambrosina de Macedo, Instituto Chão, Instituto Baru, Museu A Casa do Objeto Brasileiro, and multiple wellness retailers across São Paulo region.
• Retail Partners - Rio de JaneirominorChannel Partner/ Reseller/ DistributorReseller network in Rio de Janeiro including Casa Tucum in Centro, Maria Verde e-commerce, Canoa Arte Indígena in Paraty, and Castor Mercado Saudável in Petrópolis.
• Retail Partners - AmazonasminorChannel Partner/ Reseller/ DistributorPresence in Amazonas state through Pátio Gourmet locations (Morada do Sol, Djalma Batista, Adrianópolis), Kotiria Artesanato, Mondive, Idesam, and Galeria Amazônica in Manaus.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Natura &Co: Natura is Brazil's largest natural cosmetics incumbent and the dominant domestic competitor, with broad portfolio breadth across personal care, fragrances, and beauty — comparable category overlap to MOMA but at vastly greater scale and with mass-market distribution.
• O Boticário: O Boticário is one of the largest Brazilian cosmetics incumbents with broad personal care and fragrance portfolios and an extensive direct-sales reseller network — comparable to MOMA's reseller distribution model and natural cosmetics category, but with substantially greater scale.
• The Body Shop: The Body Shop is a globally established natural and ethical beauty brand with strong sustainability and community-trade credentials, comparable to MOMA's ethical-sourcing and conscious-consumer positioning, though operating at much greater retail scale.
• L'Occitane en Provence: L'Occitane is a global natural beauty brand built on botanical ingredients and sustainable sourcing from specific regions — directly comparable narrative of place-based ingredients to MOMA's Amazonian sourcing story, with established international distribution.

Direct peers

• Ethique: Ethique is a direct-to-consumer solid bar shampoo, conditioner, and deodorant brand with sustainability and plastic-free packaging at its core, very similar product architecture to MOMA's bar-format line, and a comparable conscious-consumer target market.
• Lush: Lush is a handmade natural cosmetics brand with a strong bar-soap and shampoo-bar portfolio, an explicit anti-animal-testing and sustainability stance, and a multi-channel retail and DTC model — directly comparable to MOMA's natural, vegan, bar-format positioning and impact narrative.
• Weleda: Weleda is a long-established natural cosmetics and personal care brand using botanical and biodynamic ingredients, comparable to MOMA in its phytotherapy-rooted formulations, vegan/clean beauty positioning, and emphasis on ingredient provenance.
• Dr. Bronner's: Dr. Bronner's is a family-run natural bar-soap company with ethical sourcing, regenerative organic agriculture, and high-concentration botanical formulations — closely mirroring MOMA's bar-format, natural cosmetics, and impact-driven brand identity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/moma-natural

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Moma Natural