Natura & Co

Natura & Co is a Brazilian beauty and personal-care group headquartered in São Paulo. Its origins lie in Natura Cosméticos, founded in 1969 by Antônio Luiz Seabra. The business became particularly associated with direct selling, in which independent consultants present and resell products to consumers. This model became central to Natura’s commercial identity after its adoption in 1974 and helped the company build a large distribution network in Brazil and other markets. The group’s principal heritage brand is Natura, whose portfolio covers skincare, fragrances, makeup, haircare, bath and body products, and other personal-care categories. Product development and brand positioning have emphasized Brazilian biodiversity, botanical ingredients, ethical sourcing, environmental responsibility, and social relationships with communities connected to the supply chain. Natura has also promoted a beauty-marketing style that often uses ordinary consumers and diverse representations rather than relying exclusively on conventional supermodel advertising. Natura became a publicly traded company in Brazil in 2004, with its shares listed on the Novo Mercado segment of B3, the Brazilian stock exchange’s higher-governance market. Its international expansion included the opening of a Paris boutique in 2005 and the acquisition of Aesop in 2013. Aesop was later sold to L’Oréal in 2023. In 2019, Natura announced an agreement to acquire Avon Products. The transaction received Brazilian regulatory approval in November 2019 and closed in January 2020. The combination expanded Natura & Co into a major global beauty group and made it, according to contemporary company and industry descriptions, one of the world’s largest pure-play beauty businesses. Avon brought a substantial international direct-selling network and broadened the group’s geographic reach and brand portfolio. The group has subsequently pursued portfolio simplification. In 2025, it sold Avon’s global operations outside Latin America and Russia to Regent, while retaining the Latin American Avon business. The company’s continuing portfolio and corporate structure therefore differ from the broader group created immediately after the Avon acquisition. Natura remains especially important in Brazil and Latin America, while Natura & Co continues to be identified with sustainability-oriented beauty, direct selling, biodiversity-based product narratives, and social-impact commitments. The group has stated that its sourcing approach aims to conserve biodiversity, respect traditional knowledge, and share value with supply-chain participants. It is also associated with a policy of not testing its cosmetic products on animals during development or production, subject to applicable safety and regulatory requirements.

Natura’s history began in Brazil in 1969, when Antônio Luiz Seabra established the company that would become Natura Cosméticos. The early business developed around beauty and personal-care products, with an emphasis on relationships, product consultation, and Brazilian market knowledge. In 1974, Natura adopted direct selling as its primary commercial model. Independent consultants became the link between the company and consumers, explaining products, taking orders, and maintaining personal relationships with customers. The model later expanded beyond Brazil and became one of the defining characteristics of the wider group. Natura developed a differentiated identity through products connected to Brazilian ingredients and biodiversity, as well as through social and environmental commitments. Its sourcing philosophy has been associated with biodiversity conservation, respect for traditional knowledge, and the distribution of value among participants in the supply chain. The company also became a founding member of the Union for Ethical BioTrade. Its public positioning has included opposition to animal testing for its cosmetic products and efforts to align manufacturing and safety practices with international requirements. The company entered a new phase in 2004, when it became publicly traded in Brazil. Its listing on the Novo Mercado segment of B3 reflected its participation in the exchange’s higher corporate-governance tier. International expansion followed. In 2005, Natura opened a boutique in Paris, giving the brand a physical presence in a major international beauty capital. The company continued to use both direct selling and selected retail or boutique formats as it expanded. In 2013, Natura acquired Aesop, an Australian-founded premium skincare company known for minimalist stores, plant-focused formulations, and distinctive packaging. Aesop gave Natura exposure to a different distribution model and to premium beauty consumers in international markets. Natura later sold Aesop to L’Oréal in 2023. The most consequential expansion came in 2019, when Natura announced a definitive agreement to acquire Avon Products. After Brazilian regulatory approval in November 2019, the transaction closed in January 2020. The combination brought together Natura’s Brazilian and Latin American strengths with Avon’s established global direct-selling network. It also created a multi-brand group containing Natura, Avon, and other beauty businesses and was described at the time as making Natura & Co the fourth-largest pure-play beauty company globally. From 2020 through 2024, Natura’s American depositary shares traded on the New York Stock Exchange, in addition to the company’s Brazilian listing. The group subsequently moved toward a narrower portfolio. In 2025, it sold Avon’s global operations outside Latin America and Russia to Regent. The Latin American Avon operations remained with Natura, preserving the brand’s importance in the region while reducing the group’s exposure to other international markets. Natura & Co’s current identity is consequently rooted in Natura’s Brazilian heritage, its Latin American direct-selling network, sustainability positioning, and a more focused post-divestment portfolio.

• 2025

  Avon international operations are sold to Regent

  [1]Natura & Coen.wikipedia.org

  Natura sold Avon’s operations outside Latin America and Russia to Regent while retaining the Latin American operations.

• 2023

  Aesop is sold to L'Oréal

  [1]Natura & Coen.wikipedia.org

  Natura & Co divested Aesop to L’Oréal as part of its portfolio management.

• 2020

  Avon transaction closes

  [1]Natura & Coen.wikipedia.org

  Natura & Co completed its acquisition of Avon Products in January.

• 2019

  Avon acquisition agreement is announced

  [1]Natura & Coen.wikipedia.org

  Natura announced a definitive agreement to acquire Avon Products.

• 2013

  Natura acquires Aesop

  [1]Natura & Coen.wikipedia.org

  The acquisition expanded Natura’s international premium-skincare portfolio and added a distinctive boutique-led brand.

• 2005

  First Paris boutique opens

  [1]Natura & Coen.wikipedia.org

  Natura opened its first boutique in Paris as part of its international brand development.

• 2004

  Natura becomes publicly listed

  [1]Natura & Coen.wikipedia.org

  Natura became a public company and listed its shares on Brazil’s stock exchange, including participation in the Novo Mercado governance segment.

• 1974

  Direct selling becomes Natura's commercial model

  [1]Natura & Coen.wikipedia.org

  Natura adopted direct selling, using independent consultants to demonstrate and resell its beauty and personal-care products.

• 1969

  Natura is founded in Brazil

  [1]Natura & Coen.wikipedia.org

  Antônio Luiz Seabra founded the Brazilian beauty company that later became Natura Cosméticos and the foundation of Natura & Co.

Sustainability-led and socially responsible beauty, combining Brazilian biodiversity narratives, ethical sourcing, direct selling, and accessible personal-care products.

• Body care, skincare, and personal care

  Natura Ekos

  Natura Ekos is a biodiversity-oriented line associated with ingredients sourced from the Amazon and other Brazilian ecosystems. Its brand narrative connects personal care with botanical ingredients, community relationships, and conservation. The line has helped express Natura’s broader sustainability positioning through soaps, body products, haircare, fragrances, and related offerings.

• Daily body care

  Natura Tododia

  Natura Tododia is a daily personal-care range focused on body moisturization, cleansing, and routine self-care. It is positioned as an accessible, frequently used line within Natura’s portfolio and is distributed through the company’s consultant network and other channels.

• Men's grooming

  Natura Homem

  Natura Homem is Natura’s men’s grooming and fragrance franchise. The range addresses products such as fragrances, shaving, cleansing, and other personal-care routines, extending Natura’s relationship-based beauty model into the men’s category.

• Fragrance

  Natura fragrances

  Fragrance is one of Natura’s core categories, spanning feminine, masculine, and unisex scents across multiple price and brand segments. Fragrances are particularly suited to Natura’s consultant-led model because consultants can explain scent profiles, recommend products, and support repeat purchasing.

• Skincare

  Natura skincare

  Natura’s skincare portfolio includes facial and body products designed around cleansing, moisturization, treatment, and daily maintenance. The category combines botanical and biodiversity-led narratives with broader cosmetic and personal-care formulations.

• Beauty and personal care

  Avon

  Avon is the international beauty brand acquired by Natura & Co in 2020. It brought cosmetics, skincare, fragrances, and personal-care products together with a large direct-selling heritage. After the 2025 transaction with Regent, Natura retained Avon’s Latin American operations while selling the brand’s operations in other specified markets.

• Premium skincare and personal care · 2013

  Aesop

  Aesop was a premium skincare and personal-care brand acquired by Natura in 2013. It operated through a distinctive store network and international premium positioning before Natura & Co sold it to L’Oréal in 2023.

• Sustainability and biodiversity brand platform

  Brazil · Latin America · International markets

  Natura has consistently built communications around Brazilian biodiversity, renewable or botanical ingredients, ethical sourcing, conservation, and social value creation. The platform supports both product storytelling and the company’s corporate identity.

  Outcome. Became a central element of Natura’s international brand differentiation.

  Source
• Inclusive everyday beauty advertising

  Brazil · Latin America · International markets

  Natura has used ordinary women and broader representations of consumers in advertising rather than relying solely on conventional supermodel imagery. The approach supports a more inclusive and relationship-oriented view of beauty.

  Outcome. Reinforced Natura’s positioning as an accessible and socially conscious beauty brand.

  Source

• 2025

  Sell Avon operations outside Latin America and RussiaM&A

  Background

  Natura & Co continued to streamline its post-acquisition structure and focus on retained markets and businesses.

  Action taken

  The company sold Avon’s global operations outside Latin America and Russia to Regent, retaining Avon’s Latin American operations.

  Aftermath

  The transaction narrowed Natura & Co’s international Avon footprint while preserving the brand’s regional business in Latin America.

  Source

• 2023

  Divest Aesop to L'OréalM&A

  Background

  Natura & Co pursued portfolio simplification and capital reallocation after the expansion that followed the Avon transaction.

  Action taken

  The group sold Aesop to L’Oréal.

  Aftermath

  The divestment reduced the group’s brand portfolio while transferring Aesop to a different global beauty owner.

  Source

• 2019

  Agree to acquire Avon ProductsM&A

  Background

  Natura aimed to expand its global scale and combine its own brand and consultant network with Avon’s established international direct-selling business.

  Action taken

  Natura announced a definitive acquisition agreement, which received Brazilian regulatory approval in November 2019.

  Aftermath

  The transaction closed in January 2020 and created a much larger multi-brand beauty group.

  Source

• 2013

  Acquire AesopM&A

  Background

  Natura sought international growth and greater exposure to premium skincare and boutique-led retail.

  Action taken

  Natura acquired Aesop and operated it as an international premium beauty brand.

  Aftermath

  Aesop expanded Natura’s global portfolio before being sold to L’Oréal in 2023.

  Source

• 1974

  Adopt direct selling as the primary route to marketStrategy

  Background

  Natura needed a scalable way to reach consumers in Brazil while maintaining personal product explanation and customer relationships.

  Action taken

  The company adopted a consultant-based direct-selling model that became central to its distribution and brand experience.

  Aftermath

  The model supported expansion in Brazil and internationally and later provided strategic continuity with Avon.

  Source

• 2025

  Natura sells Avon operations outside Latin America and Russia[1]Natura & Coen.wikipedia.org

  M&A

  Natura sold Avon’s operations in global markets outside Latin America and Russia to Regent, while retaining Avon’s Latin American operations.

• 2023

  Natura sells Aesop to L'Oréal[1]Natura & Coen.wikipedia.org

  M&A

  Natura & Co sold Aesop to L'Oréal, reversing the earlier acquisition and simplifying the group's brand portfolio.

• 2020

  Natura & Co completes acquisition of Avon Products[1]Natura & Coen.wikipedia.org

  M&A

  The acquisition of Avon Products was completed in January 2020, expanding Natura & Co's brands, consultant network, and international presence.

• 2019

  Natura announces agreement to acquire Avon Products[1]Natura & Coen.wikipedia.org

  M&A

  Natura announced a definitive agreement to combine with Avon Products, beginning the transaction that would create a larger international beauty group.

• 2019

  Brazilian authorities approve Natura's Avon transaction[1]Natura & Coen.wikipedia.org

  M&A · Regulation

  Brazilian regulatory authorities approved the Natura–Avon transaction in November, clearing an important condition for completion.

1. 1Natura & Coen.wikipedia.org
2. 2Natura official websitenatura.com