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10. Natura

Published August 6, 2012
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10. Natura


Sales: $3.3 billion

Key Personnel: Antônio Liz da Cunha Seabra, co-chairman, founder; Pedro Luiz Barreiros Passos, co-chairman; Guilherme Peirão Leal, co-chairman; Alessandro Giuseppe Carlucci, chief executive officer; Roberto Pedote, executive vice president, finance; Lucilene Silva Prado, executive director, legal affairs; José Vicente Marino, business vice president.

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

Comments: Sales rose 8.9% last year and net income was up 11.7%. The company notes that during the past five years, Natura has nearly doubled sales and its consultant base. The company’s 1.4 million consultants serve nearly 100 million consumers. Last year, the company made its biggest investment ever, when it spent more than $210 million to expand production, develop logistics and improve technology.

Natura estimates that the size of the cosmetics, fragrances and toiletries market it operates in was worth $65 billion last year (compared to $63 billion for the US) and had a CAGR of 11.4% from 2006 to 2011. Or, to put it another way, the markets in which Natura operates represent 15% of the global CF&T market and have a growth rate more than two times that of the overall market.

How is Natura growing so quickly? One reason is consumer loyalty. Natura is the preferred brand by 47% of Brazilians. What’s more, Natura is among the three most preferred brands in Argentina and Peru.

For the first quarter of 2012, sales rose more than 6% to nearly $740 million. Brazil accounted for nearly 90% of sales.


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