Sales: $2.2 billion
Key Personnel: João Paulo Ferreira, chief executive officer; Administrative Council—Antonio Luiz da Cunha Seabra, Guilherme Peirão Leal, Pedro Luiz Barreiros Passos (founders), Giovanni Giovannelli, Silvia Freire Dente da Silva Dias Lagnado, Roberto de Oliveira Marques, Carla Schmitzberger, Marcos de Barros Lisboa, Plínio Villares Musetti.
Major Products: Chronos, Ekos, Humor, Una and Todo Dia skin care and cosmetics.
New Products: Ekos Flor do Luar and Ilía women’s fragrances; Natura Homem Essence men’s fragrance; Una Matific Liquid Lipstick, Una Blur instantaneous effect cosmetics; Natura Mamãe e Bebê baby care.
Comments: A weak real continued to hurt Natura’s standing in our International Top 30, but the company said sales were stable in local currency. To enable consumers to purchase products when and where they want, the company launched the new version of the Natura app, which allows to locate the nearest consultants or to buy directly from the Rede Natura.
To help keep track of all these orders, Natura opened a new, 22,000-square-meter distribution center in the Buenos Aires metropolitan area. Back in São Paulo, the company’s logistics hub in Itupeva achieved LEED certification, with an emphasis on water and energy efficiency. Natura opened five stores in São Paulo shopping malls, to give consumers more opportunities to try products.
Outside South America, Natura opened a store in Manhattan’s Nolita neighborhood. Initially the space is carrying the Ekos line, but will add the Chronos and Mamãe e Bebê lines in the future. In addition, the company acquired all shares of Aesop, an Australian brand, which opened 41 stores in 2016, including the second unit in Brazil (São Paulo).
Last year, Natura began offering educational opportunities to consultants and their families, such as discounts and scholarships for university education. Eleven thousand people took Natura up on its generous offer, according to company executives.
Finally, The Natura Startups Program was launched. This open innovation initiative connects entrepreneurs who have the skills to develop projects related to Natura’s business. Natura also held an innovation marathon called Mãos na Mata: Traga a Natureza para seu Dia a Dia (Hands on the Forest: Bring Nature for Your Day to Day). The idea was to promote Ekos projects to connect consumers with Natura and the Amazon.