Natura Cosmeticos (Brazil)
Natura is Brazil's biggest homegrown personal care manufacturer, and the local market leader ahead of international rivals P&G and Unilever. It produces a huge range of almost 900 different products including cosmetics, fragrances, deodorants and other toiletries, all produced from natural ingredients, many sourced from the Amazon rainforest, and without testing on animals. It claims 33% share of the local cosmetics market, and 11% of the wider toiletries sector. Key brands include Amo, Ekos, Tododia and Ekos. The company was founded in 1969 by Antonio Luiz Seabra and Guilherme Leal, who remain its biggest shareholders although around 40% of the equity is now publicly owned. Like North American rival Avon, it sells direct to customers through a sales force of around 1.9m independent consultants, but began to establish its own retail network for the first time in 2016. The bulk of sales are still made in Brazil, but Natura has a growing export market, now accounting for more than a quarter of sales, mainly in other Latin American countries, but with a rising presence in Western markets. It has a single branded retail store in France, and acquired a controlling stake in Australian beauty retailer Aesop in 2013. In 2014, the group opened a development office in New York. A major new leap into international markets came in 2017 with the acquisition of international beauty and skincare retailer The Body Shop from L'Oreal for €1bn. Natura's net revenues for 2015 were almost R$8bn, or around US $2.4bn. Former Vivo CEO and Publicis chairman Roberto Lima succeeded Alessandro Carlucci as CEO that year. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe. See also: World's Top Beauty Companies ranking.
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Who are the competitors of Natura? See Personal Care sectors
Capsule checked 3rd May 2016
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 15th Jun 2017: Further to L'Oreal's earlier announcement that it was considering the sale of natural cosmetics retailer The Body Shop, it has agreed to open exclusive negotiations with Natura Cosmeticos of Brazil. Price tag is expected to be around €1bn. Natura is Brazil's biggest personal care company, outselling P&G, Unilever and others in its home country. Like the Body Shop it prides itself on using only natural ingredients, and conducts no animal testing. That chain's international network would provide an invaluable springboard for global expansion.
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