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9. Natura

Published August 11, 2011
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9. Natura



Sales: $2.9 billion

Key Personnel:

Antonio Luiz Da Cunha Seabra and Pedro Luiz Barreiros Passos, co-chairmen of the board of directors; Alessandro Carlucci, chief executive officer; João Paulo Ferreira, senior vice president, supply chain; José Vicente Marino, senior vice president, sales and marketing; Marcelo Cardoso, senior vice president, organizational development and sustainability; Roberto Pedote, senior vice president, finance, legal affairs and information technology; Telma Sinicio, senior vice president, innovation.

Major Products:

Cosmetics, fragrances and personal care. Brands include Ekos soap, hair care and oils; Natura Faces, Aquarela, Una makeup; Chronos skin care, Natura Naturé baby care, Vitaplant hair care; Natura fotoequilibrio sunscreens; Amó fragrances.


Founded in 1969, Natura is a direct sales firm sporting more than 1.2 million sales consultants and more than 7,000 employees. The firm has been publicly traded since 2004.

Natura’s net revenues in 2010 totaled $2.9 billion, rising 21.1%; EBITDA was $684 million (up 24.6%); and net income was about $425 million, 8.8% above the previous year.

According to Natura, it distributed more wealth to its stakeholders in 2010. Specifically, the wealth generated to employees increased 20%, for consultants, 19% and for shareholders, 17%.

In 2010, international manufacturing began through partnerships in Argentina, and Natura plans to commence operations in Mexico and Colombia this year.

In terms of sustainability, Natura rolled out its first refill packaging made of polyethylene from sugar cane, which Natura calls a renewable source of energy. In addition to being 100% recyclable, it reduces greenhouse gas emissions that cause global warming by 58% compared with common plastic. On a less positive note, the firm was charged by the Brazilian Institute of the Environment and Renewable Natural Resources (Ibama) for failing to secure prior authorization to conduct research using inputs from Brazilian biodiversity. Natura does not agree with the procedure and has formally contested these charges.

In the first quarter of 2011, Natura’s consolidated net revenue was $730 million, growing 13.0% over the same period of the previous year. EBITDA was up 8.4% and net income was $96 million.

In Mexico, Natura is transitioning to a new commercial model, which it calls the Sustainable Relations Network. This model is in line with the characteristics of the local market, as it offers a more attractive development and growth plan for consultants, integrating economic, social and environmental issues, accelerating growth and reinforcing Natura’s value proposition in Mexico, the company said.

At the end of 2010, Natura launched the Acolher Program, designed to identify and recognize social initiatives developed by its consultants. In its first edition, the firm selected 17 initiatives, which will receive financial support, in addition to technical training for project execution. This program is part of the firm’s efforts to raise awareness, and sensitize and mobilize the sales team to expand opportunities for all society, according to the company.

Log on to Happi.com this month to find out why Mintel thinks Natura’s Ekos Pitanga Preta Oleo Trifásico(triphasic oil) fits right in with today’s down-to-earth trend.


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