Sales: $2.5 billion
Key Personnel: Roberto Marques, executive chairman; João Paulo Brotto Conçalves Ferreira, chief executive officer and chief financial officer; Agenor Leão, vice president, Latin America; Erasmo Toledo, vice president, direct selling; Joselena Peressinoto Romero, vice president, operations and logistics; Andréa Figueiredo Teixeira Álvares, executive officer of marketing, innovation and sustainability; Flavio Pesiguelo, vice president, people and culture; Itamar Gaino Filho, vice president, legal; David Boynton, chief executive officer, The Body Shop; Michael O’Keeffe, chief executive officer, Aesop.
Major Products: Cosmetics and personal care products sold through Natura, Aesop and The Body Shop.
New Products: Natura—Kaiak deo parfum, Shea Body butter, Elemental Face Barrier cream; The Body Shop—Body Yogurt.
Comments: Natura doesn’t have to go it alone anymore. Following its recent acquisitions of Aesop (2013) and The Body Shop (2017), the company has a new corporate identity for a new multibrand group—Natura & Co. According to company executives, the three distinct businesses share a common vision: “We are committed to generating positive economic, social and environmental impact, delivering value in all business brands and geographies.”
Just don’t call Natura & Co a holding company.
“(We are) not building a holding company,” explained executive chairman Roberto Marques, “(but rather) a thin, leaner corporate organization.”
Natura & Co. is an organization that maintains all three of its distinct brands while delivering a message of sustainability and being a force for good—and a force outside Brazil. Since its founding in 1969, the overwhelming majority of Natura’s sales have come from its home country. But now, thanks to The Body Shop acquisition late last year, Natura & Co. will generate 54% of sales in international markets, primarily Latin America, the UK and US. Down the road, the company will consider expansion into Asia, specifically Indonesia and the Middle East.
“One of the reasons for bringing in The Body Shop, as well as acquiring Aesop, was to create a more global footprint for Natura as a group, while also creating the possibility for Natura to expand globally with the aspiration of getting into 60 markets,” Marques told The Financial Times.
In December, David Boynton, a veteran of L‘Occitane Groupe, took the reins as chief executive of The Body Shop, replacing Jeremy Schwartz.
Four drivers will create growth for Natura & Co., insist executives.
- Multibrand model;
- Leveraging group scale;
- Multichannel growth in multiple geographies; and
- Innovation and sustainability.
Company executives like to talk about the “2 x 20 x 200” opportunity; that is, 2 million connected consultants; 20 million LATAM consumers and 200 million consumers connected to the worldwide Natura ecosystem. If the company can make good on its plan to rejuvenate The Body Shop, Natura & Co. could become the pre-eminent beauty company among environmentally-conscious Millennials.