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 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, Natura sells mainly direct to customers through a sales force of around 1.8m independent consultants, but it began to establish its own retail network for the first time in 2016. So far though there are only around 20 stores. 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 (primarily Argentina), 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. That added an additional 3,000 or so retail outlets in 65 countries. Parent group Natura & Co was formed to control what are now three separate businesses. Combined pro forma revenues for 2017 (assuming a full year contribution from The Body Shop) were R$11.5bn, or around US $3.6bn. Joao Paulo Ferreira is CEO. 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.
Capsule checked 29th August 2018
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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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