What is Natura &Co? – Company, Data, Products In 2022


Nature &Co has a distinguished place among the richest and most powerful MLM companies in the world.

The company is also known as NATURA, Natura & Co, Natura & Co Group, and Natura Cosmeticos.

Based on official data and the latest public information, let’s analyze the company, its business model, and its product lines.

Let’s dive into it.

Section 1 – The Company

Natura & Co Logo (MLM company)

The first part of our article focuses on the company, its history, values, business segments, market share, and most recent results. In this section we also analyze the subsidiary companies.

Overview of Natura &Co

The Natura &Co group is one of Brazil’s largest cosmetic companies. Founded in 1969, it operates under three segments: beauty products, home products and health and nutrition.

Today it is composed of four beauty companies:

  1. Natura
  2. Avon
  3. The Body Shop
  4. Aesop

In addition to its headquarters in São Paulo, the group has subsidiaries in Argentina, Chile, Colombia, Mexico, Peru, Spain, Uruguay and Venezuela.

It is present in 110 different countries with over 8 million representatives, and had a consolidated net revenue of R$ 36.9 billion in 2020. 

The company has been growing rapidly since the early 2000s. It has grown from being a small Brazilian company into a global leader in the nutritional supplements industry. 

History

Natura Cosmetics was founded in 1969 by Antônio Luiz Da Cunha Seabra. He began with a business concept similar to Avon, selling door-to-door.

The company soon expanded and added a number of different products such as hand soap, shampoo, and body wash. Their success inspired others to start similar companies. As demand increased, so did the competition.

In 1975, Natura changed how it sold its products. Instead of having individual stores, it now offered distributorships. These people could sell Natura products directly to consumers. Soon, the company became known as the largest distributor of natural skin care products in the world.

By the 1980s, Natura had grown into a multinational corporation. It had offices in over 30 countries and employed almost 20,000 people. Its annual revenues reached $1 billion.

Natura &Co multinational diffusionPin
Screenshot from Natura Annual Report 2020*

In 2004 became a public company listed on São Paulo Stock Exchange.

Today, Natura continues to grow and expand.

There are over 7.5 million beauty consultants or reseller members around the world. This includes 4.7 million in North America alone. The company generates about $3.4 billion annually. Most of this money goes towards research and development.

Natura &Co 2020 statisticsPin
Screenshot from Natura Annual Report 2020*

Natura

Natura, founded in 1969 in So Paulo, Brazil, offers goods and services that foster a healthy relationship between the individual and himself, others, and the environment.

Natura believes that its value and longevity are connected to the ability to contribute towards sustainable development. Currently present in 10 countries, it is an icon of direct selling in Latin America (and the beauty market leader in Brazil). Natura has 2.1 million* consultants, almost 600 company-owned and franchised stores, as well as a growing online platform. In 2014, it became the first publicly traded company to be certified as a B Corp. – Source: Natura &Co 2020 Annual Report*

Avon

Avon, founded in 1886, unites people in over 70 countries by leveraging the power of beauty to improve women’s lives.

6.3 million representatives across the world sell its iconic products, building their own beauty businesses. Avon believes a better world for women is a better world for all, and is committed to acting for gender equality, speaking out about issues that matter and creating positive change. Together with Avon Foundation, the company has donated over US$1.1 billion, with a focus on tackling gender violence and breast cancer. – Source: Natura &Co 2020 Annual Report*

The Body Shop

The Body Shop, founded in 1976 in Brighton, England, is an international beauty brand and a recognized B Corp.

The Body Shop seeks to make positive change in the world by offering high-quality, naturally-inspired skincare, body care, hair care and make-up produced ethically and sustainably. Having pioneered the philosophy that business can be a force for good, the brand still has this ethos as its driving force today. The Body Shop operates around 2,800 retail locations in more than 70 countries. – Source: Natura &Co 2020 Annual Report*

Aesop

Aesop was founded in 1987 in Melbourne, Australia, and has now spread to 27 countries across the world, with each of its 247 trademark stores having its own distinct style.

Aesop is renowned for creating products with meticulous attention to detail, along with a unique exploration of the intersection of botanicals and science to create sensorial and highly efficacious formulations for skin, body, hair, fragrance and home. Aesop became a B Corp certified company in 2020. – Source: Natura &Co 2020 Annual Report*

Board

  • Roberto De Oliveira Marques – Executive Chairman of the Board, Chief Executive Officer
  • Pedro Luiz Barreiros Passos – Co-Chairman of the Board of Directors
  • Antonio Luiz da Cunha Seabra – Co-Chairman of the Board of Directors
  • Guilherme Peirao Leal – Co-Chairman of the Board of Directors
  • Guilherme Strano Castellan – Chief Financial Officer
  • Joao Paulo Brotto Goncalves Ferreira – Chief Executive Officer, Latin America
  • Itamar Gaino Filho – Legal and Compliance Officer
  • Viviane Behar De Castro – Investor Relations Officer
  • Joselena Peressinoto Romero – Global Operations and Procurement Officer
  • Moacir Salzstein – Corporate Governance Officer
  • Ian Martin Bickley – Independent Director
  • Fabio Colletti Barbosa – Independent Director
  • Wyllie Don Cornwell – Independent Director
  • Jessica Dilullo Herrin – Independent Director
  • Georgia Garinois-Melenikiotou – Independent Director
  • Nancy Killefer – Independent Director
  • Andrew George Mcmaster – Independent Director
  • Gilberto Mifano -Independent Director
  • Carla Schmitzberger – Independent Director

Avon Acquisition

In 2020 Natura &Co announced that it acquired Avon Products Inc., a leading global beauty brand.

This transaction allows Natura &Co to leverage its extensive distribution networks across multiple geographies.

In addition, the company plans to leverage its expertise in cosmetics marketing and sales, and Avon’s strong leadership position in direct selling.

The acquisition of Avon will further strengthen Natura &Co’s presence in North America, and will help to diversify its revenue streams.

The combined company will continue to focus on strengthening its market positions, expanding its product portfolio, and enhancing its customer experience.

Values and company’s mission

Natura&Co., a leading multi-level marketing company, does non-profit, charitable contributions and environmental awareness missions.

They provide sustainable solutions to people around the world. In addition to being a responsible corporate citizen, Natura &Co. supports several causes such as education, health care, and humanitarian aid.

In short, environmental impact is critical for the Brazilian cosmetics company.

In 2011, Natura&co. launched the “Green School Project,” where students receive free uniforms, school supplies, books, and food. This project helps children overcome poverty and illiteracy.

Since 2013, Natura &Co. has been working with the World Wildlife Fund (WWF). Together, they help protect endangered species and combat climate change. Natura&co.’s commitment to protecting the environment extends beyond just helping animals; they also work hard to reduce pollution and waste. For example, they encourage employees to use reusable water bottles and recycle paper products.

They also make sure that their suppliers follow strict guidelines regarding animal welfare, human rights, and environmental protection.

Cruelty-Free & Vegan

Natura Cosmetica’s mission is to provide high-quality products without harming living beings.

In fact, they don’t even test on animals. Instead, they use 3D skin printers to develop their products. This way, they can test how products react on human skin, while still being able to say that they do no harm to animals.

In addition to this, all their products are certified under the Cruelty-Free International Leaping Bunny program, and it is recognized worldwide as a golden standard for cruelty-free products.

Preservation of the Amazon rainforest

Natura &Co wants to change how Brazilians think about the rainforest. In doing so, it hopes to make a difference in people’s lives — both now and in the future.

The company says it aims to do this by creating sustainable sources of ingredients for cosmetics and personal care products, as well as promoting the importance of preserving the rainforest.

Natura is committed to the preservation of the Amazon rainforest and its biodiversity. The company focuses on sustainability in all aspects of production, from sourcing raw materials to creating products that can be recycled or composted.

Nature &Co for rainforest preservationPin

This is reflected by Natura’s motto: “We create natural beauty for a better world.”

Natura &CO is also dedicated to helping women, children and families living in poverty through its charitable arm, Natura &COo Foundation.

For example, through partnerships with non-governmental organizations (NGOs), this organization has helped build schools in rural areas where there were none before.

It has provided funding for microfinance programs that support small businesses run by women; it has helped create jobs for young people who otherwise would have had none; and much more.

Section 2 – Business Model

Amway business model

In the second section of our guide, we look at the business and sales model used by Natura and other group companies. Business strategy, supply chain, business opportunity, and more.

What type of business is Nature &Co?

Natura &Co operates under a direct selling marketing system where it sells products directly to consumers without retailers.

It is one of the most popular multi-level marketing companies out there today. And while it doesn’t come cheap, it does offer some pretty lucrative incentives.

Natura’s business model is different from many other MLMs in that it does not rely on a pyramid structure.

Instead, the company uses a multi-level marketing approach where distributors earn commissions for sales made by their downline (i.e., recruits or customers that they have recruited). You can also earn commissions through your own personal sales.

Companies such as Amway and Mary Kay use a similar model but there are important differences between them and Natura.

The main difference between these companies is how they treat their distributors; Amway and Mary Kay are notorious for being unsupportive of their distributors while Natura actually encourages its distributors to support each other when needed.

Natura MLM compensation plan overview

The Natura &Co compensation program is designed to help you build residual income and extra money through the power of the direct selling model. This means that you can work at home and still make money.

There are two types of Natura &Co distributors: Independent Distributors (ID) and Team Leaders (TL). ID’s sell directly to consumers, whereas TLs recruit others to join their team. Both types of distributors receive commissions when they refer friends and family members who become brand ambassadors.

To qualify for the Natura &Co bonus structure, you must be a member of their community and complete a minimum number of sales per month. To qualify for the monthly bonuses, you need to meet certain monthly sales goals.

Is Natura &CO a Pyramid Scheme?

Natura &Co is a legitimate business and doesn’t operate like a pyramid scheme.

Its compensation plan involves selling products directly to consumers. People who sign up for a membership receive discounts on product purchases. And the company pays commissions only to those who successfully sell products to customers.

Natura & Co isn’t a pyramid scheme because it doesn’t require anyone to pay others to sell products for them. All participants in the program are paid by the company itself. 

Section 3 – Products

Natura &Co Products

Have you ever heard of Natura &Co’s superlative products? Large investments in research and development, commitment to social welfare, and efficient structuring of business units make this company’s products true best-sellers!

What does Natura &Co sell?

The Natura brand has been at the forefront of skin care since its inception. Today, Natura offers many different product lines, with over 100 different skincare products, including anti-aging creams, moisturizers, cleansers, toners, serums, masks, scrubs, and more.

The company is known worldwide for its quality beauty products and quality cosmetic products, all based on natural ingredients.

Natura Cosméticos, the parent company, was founded in 1969 by Antônio Luiz Seabra and became a public company listed on São Paulo Stock Exchange in 2004.

Natura’s best-sellers include the following:

  • Moisturizing Creams
  • Anti-Ageing Serum
  • Cleansers
  • Toners
  • Masks
  • Scrubs
  • Eye Creams
  • Lip Balms
  • Body Lotion
  • Sunscreen
  • Facial Oil
  • Hair Conditioner
  • Shampoo
  • Deodorant
Nature &Co natural productsPin

Product Innovation Centers

Natura &Co. is the world’s leading skincare brand. Their innovative approach to creating high-performance products includes working closely with dermatologists, scientists, and researchers to ensure that their products deliver the best possible results.

To support these efforts, Natura & Co. established some Product Innovation Centers (PICs) around the world. These PICs focus on developing new technologies and processes to improve the effectiveness of their products.

Some of these PICs focus on developing new ingredients, while others work on developing new formulations.

Section 4 – FAQs About Natura &Co

Amway FAQ

In the last section of this article we collect frequently asked questions about Nature &Co. Some answers summarize aspects already covered, while others clarify the most common doubts.

What is Natura &Co?

Natura & Co Logo (MLM company)Pin

Natura &Co is a global personal care cosmetics group based in Brazil. The four most important subsidiaries are: Natura, Avon, The Body Shop, Aesop. The company operates with a business model structured on direct selling and network marketing.

What does Natura &Co sell?

Natura &Co sells natural skin care products made with organic ingredients. Their goal is to bring consumers clean, pure, healthy skin without harsh chemicals. They believe that everyone deserves beautiful, radiant skin, and they strive to deliver that promise to their customers. To achieve these goals, they use only certified organic ingredients, and they never test any of their products on animals. They also support fair trade practices, and they donate a percentage of their profits to organizations that protect human rights around the world.

Where is Natura manufactured?

Natura &Co’s cosmetic products are manufactured in Cajamar, near São Paulo, Brazil. After being examined and packed, the items are sent globally by boat or air.

How many employees does Natura and Co have?

According to the official 2020 annual report, Natura &Co has 35,000 employees, and 48% of women in leadership positions.

Is Natura a good brand?

According to a study of businesses, journalists, financial experts, and other participants performed by the Spanish Consultancy Merco, Natura has the best reputation of any firm in Brazil (even outside the personal care segment).

Who is the CEO of Natura?

Roberto De Oliveira Marques is the Executive Chairman of the Board, Chief Executive Officer of Natura &Co.

Does Natura own The Body Shop?

Yes, Natura owns The Body Shop. L’Oreal has sold the brand to Natura Brasil.

Does Natura own Avon?

Avon LogoPin

Yes, Natura owns Avon. The Brazilian company finalized the purchase in 2020.

Where can I buy Natura products?

Natura &Co products are available through multiple channels, including Amazon, Sephora, Nordstrom, Ulta Beauty, and many others. You can also buy products offline by going directly to a Natura Cosmetics distributor.

What are the key values of Natura?

As a founding member of the Union for Ethical BioTrade, Natura has gradually ensured that its sourcing practices preserve biodiversity, respect traditional knowledge, and ensure equitable distribution of benefits.

Statistics

  1. Natura’s consolidated gross revenue in 2017 was R$9.9 billion, a 24.5 percent increase over the previous year.
  2. Gross revenues increased by 65% in 2015, with net revenues reaching 7.9 billion Brazilian reais (about $2.4 billion).
  3. Plants account for about 83 percent of the components in Natura products.
  4. Natura has been producing 80 percent of its soap in the Amazon since 2015.
  5. Natura presently manufactures roughly 20% of its goods in the Amazon area, with intentions to raise that to 30%.

*Sources

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