Natura Siberica

Natura Siberica is a Russian cosmetics brand founded in 2008 by entrepreneur Andrey Trubnikov. The brand presents itself as a natural and organic beauty company whose formulas draw on plants, herbs, berries, and other botanical ingredients associated with Siberia and the Russian north. Its product portfolio covers personal care, facial and body care, hair care, and makeup, positioning the brand at the intersection of mass-market beauty, botanical cosmetics, and nature-oriented premium products. The brand is manufactured by Eurobio Lab, a European cosmetics company, and has operated through a combination of company-owned retail stores, wholesale distribution, and international partners. Reference material describes Natura Siberica as selling internationally, with products available in more than 40 countries by 2017 and in approximately 60 countries by March 2019. It also reported about 200 products by 2019, spanning skin, body, hair, and makeup categories. In 2017, the brand operated approximately 70 of its own stores. By 2022, the wider operation reportedly employed more than 330 people across development, design, certification, manufacturing, sales, and logistics, while partners in more than 70 countries supported distribution and local commercial activity. Natura Siberica's core proposition is the use of natural-origin ingredients connected to Siberian flora, combined with an emphasis on certification, product design, and a distinctive regional identity. The brand name and visual language link beauty routines to remote landscapes and wild plants, helping it differentiate from conventional cosmetics labels that rely primarily on laboratory or fashion positioning. Its assortment has included shampoos, conditioners, facial products, body products, cleansers, creams, and makeup, although the available reference material does not establish a complete current catalogue. The company experienced significant disruption after Trubnikov died intestate on 7 January 2021. His death triggered a dispute concerning ownership, trust administration, management, trademarks, and operating entities. A 60 percent interest was placed under trust and crisis management, while 40 percent was held by his first wife, Irina Trubnikova. In September 2021, the termination of a multi-license agreement involving Trubnikova's company OU Good Design and Natura Siberica operating entities led to the suspension of production and sales of several trademarks and the closure of approximately 80 retail stores. The business was also affected by litigation connected with a major fire at the Dmitrovsky pilot plant in May 2020. The facility, which was rented by Natura Siberica, was almost completely destroyed. In September 2021, a Moscow-region arbitration court ordered Natura Siberica's principal legal entity, Pervoye Reshenie, to pay approximately 2.9 billion Russian roubles in damages in claims brought by Ingosstrakh and the Dmitrovsky plant. The available material states that two Natura Siberica employees were found guilty in connection with the fire-related proceedings. Production in Dmitrov resumed in January 2022 under Felix Lieb, who became chief executive of the holding's companies. The reference material does not provide enough information to confirm the brand's complete present ownership structure or current executive roster.

Natura Siberica was founded in 2008 by Andrey Trubnikov in Russia. From its inception, the brand was organized around a botanical interpretation of beauty, using the natural resources and cultural associations of Siberia as a basis for product development and brand storytelling. Rather than presenting itself solely as a conventional Russian cosmetics manufacturer, it developed an identity linked to wild plants, herbs, berries, and remote northern landscapes. This helped it participate in the growing market for natural and organic personal care. The brand's business expanded beyond Russia through company-owned retail, partners, and international distribution. By 2017, reference material described approximately 70 Natura Siberica stores and sales in more than 40 countries. By March 2019, the range had grown to as many as 200 products, covering body, skin, hair, and makeup, with distribution in about 60 countries. The brand was manufactured by Eurobio Lab, a European cosmetics company, while Natura Siberica operated as a trademark and consumer-facing brand. Its international model combined manufacturing and product development with local distributors, retail partners, and other commercial relationships. Natura Siberica's growth was accompanied by investment in product certification, packaging, design, sales, and logistics. The brand's proposition relied on making botanical ingredients accessible in everyday formats such as shampoo, conditioner, face cream, body lotion, cleanser, and makeup. Its natural positioning was therefore not limited to specialist products; it was applied across a relatively broad personal-care portfolio. A major operational event occurred on 21 May 2020, when a fire broke out at a Dmitrovsky pilot plant used in facilities rented by Natura Siberica. The plant was almost completely burned. The incident led to arbitration claims by the plant and by En+Recycling, whose claim was later replaced by Ingosstrakh. The proceedings created substantial financial and operational pressure for Pervoye Reshenie, identified in the reference material as Natura Siberica's main legal entity. In August 2021, the court ordered the arrest of assets belonging to Pervoye Reshenie. The reference material also reports that two Natura Siberica employees were found guilty in connection with the incident. The death of founder Andrey Trubnikov on 7 January 2021 produced a second, separate crisis. Because he died intestate, his 60 percent interest was placed under trust and crisis management, while a 40 percent interest belonged to his first wife, Irina Trubnikova. The resulting corporate dispute concerned control of the business, licensing arrangements, trademarks, and the conduct of operating companies. In September 2021, OU Good Design, associated with Trubnikova, terminated a multi-license agreement with Pervoye Reshenie and another Natura Siberica operating company. The consequences included the suspension of production and sales for several trademarks and the closure of approximately 80 retail stores. The legal conflict intensified in September 2021. A Moscow-region arbitration court ordered Pervoye Reshenie to pay approximately 2.9 billion Russian roubles, including about 1.494 billion roubles to Ingosstrakh and about 1.365 billion roubles to the Dmitrovsky pilot plant. The same period saw Natura Siberica file several claims against Irina Trubnikova and OU Good Design. One claim was reported at approximately 1.67 billion roubles and alleged actions harmful to the company's reputation and finances, including the transfer of trademarks abroad at undervalued prices in 2020. The reference material further states that Trubnikova was dismissed by Natura Siberica in late September 2021 for absence without leave and alleged harm to the business. Production in Dmitrov resumed in January 2022 under Felix Lieb, a former Sistema top manager who became chief executive of the holding's companies. By 2022, the operation reportedly had more than 330 employees working across brand development, design, certification, production, sales, and logistics, and maintained partners in more than 70 countries. The available sources support describing Natura Siberica as an active international cosmetics brand, but do not establish its complete current ownership, current store count, current product count, or a definitive present-day executive structure.

• 2022

  Dmitrov production resumes

  [1]Natura Sibericaen.wikipedia.org

  Production resumes in Dmitrov under Felix Lieb, who becomes chief executive of the holding's companies.

• 2021

  Death of founder triggers ownership dispute

  [1]Natura Sibericaen.wikipedia.org

  Andrey Trubnikov dies intestate on 7 January, creating a dispute over the founder's stake, management, trademarks, and operating entities.

• 2021

  Licensing dispute closes stores and suspends trademarks

  [1]Natura Sibericaen.wikipedia.org

  After OU Good Design terminates a multi-license agreement, several trademarks stop production and sales and approximately 80 stores close.

• 2021

  Arbitration court awards approximately 2.9 billion roubles

  [1]Natura Sibericaen.wikipedia.org

  A Moscow-region court partly upholds fire-related claims against Pervoye Reshenie and orders payment totaling about 2.9 billion Russian roubles.

• 2020

  Dmitrovsky plant fire

  [1]Natura Sibericaen.wikipedia.org

  A fire on 21 May nearly destroys a Dmitrovsky pilot plant in facilities rented by Natura Siberica, leading to subsequent arbitration proceedings.

• 2019

  Portfolio reaches approximately 200 products

  [1]Natura Sibericaen.wikipedia.org

  By March, Natura Siberica is reported to offer up to 200 products across body, skin, hair, and makeup categories and to sell in about 60 countries.

• 2017

  International retail and distribution expand

  [1]Natura Sibericaen.wikipedia.org

  The brand is described as operating about 70 own-brand stores and selling in more than 40 countries.

• 2008

  Natura Siberica is founded

  [1]Natura Sibericaen.wikipedia.org

  Andrey Trubnikov establishes Natura Siberica as a Russian cosmetics brand centered on natural products made with Siberian plants and herbs.

Natural and organic-oriented beauty products inspired by wild Siberian plants and herbs, combining regional botanical identity with broad everyday personal-care usage.

• Skincare

  Facial skincare

  Natura Siberica's facial-care assortment is part of the brand's botanical skincare offering. Products in this area are positioned around natural-origin ingredients associated with Siberian plants and herbs and include everyday facial-care formats such as creams and cleansers. The available reference material confirms the category but does not provide a complete list of current ranges or formulas.

• Personal care

  Body care

  Body products form one of the brand's principal categories. The range is designed for routine personal care and fits Natura Siberica's wider natural-cosmetics positioning, using Siberian botanical associations as a source of product identity. Specific current products, names, and launch dates are not established by the supplied sources.

• Hair care

  Hair care

  Hair care is a major Natura Siberica product area and includes formats such as shampoos and conditioners. These products extend the brand's plant-based positioning into everyday cleansing and conditioning routines. The reference material identifies the category but does not substantiate a complete current product catalogue.

• Color cosmetics

  Makeup

  Makeup is included within the brand's reported product portfolio alongside skin, body, and hair care. Its inclusion indicates that Natura Siberica's natural-cosmetics proposition extends beyond treatment and cleansing products into color cosmetics, although the available sources do not identify specific makeup lines or products.

• 2021

  Ownership and trademark dispute after the founder's death

  Andrey Trubnikov's intestate death created a dispute involving the founder's 60 percent interest, Irina Trubnikova's 40 percent interest, trust administration, licensing arrangements, and control of trademarks. The conflict contributed to suspended product activity and the closure of approximately 80 stores.

  Source

• 2021

  Fire-related litigation and corporate asset arrest

  A 2020 fire at a Dmitrovsky facility rented by Natura Siberica led to arbitration claims, the reported arrest of assets belonging to Pervoye Reshenie, and a court award totaling approximately 2.9 billion Russian roubles. Two employees were reportedly found guilty in related proceedings.

  Source

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• 2022

  Resume Dmitrov production under new holding leadershipStrategy

  Background

  The business faced production disruption following the Dmitrov fire and the 2021 ownership and licensing conflict.

  Action taken

  Production resumed in Dmitrov under Felix Lieb, who became chief executive of the holding's companies.

  Aftermath

  The restart indicated an effort to restore manufacturing activity after the company's legal and operational disruption.

  Source

• 2021

  Suspend trademarks and close stores during licensing disputeStrategy

  Background

  After the death of Andrey Trubnikov, a dispute developed over ownership, management, and trademark licensing. OU Good Design, associated with Irina Trubnikova, terminated a multi-license contract with Natura Siberica operating entities.

  Action taken

  Production and sales of several trademarks were stopped, and approximately 80 retail stores were closed.

  Aftermath

  The disruption formed part of a broader corporate crisis and was followed by litigation between Natura Siberica entities and Irina Trubnikova's company.

  Source

• 2022

  Natura Siberica production resumes under Felix Lieb[1]Natura Sibericaen.wikipedia.org

  Leadership change · Other

  Production in Dmitrov resumed in January 2022 after Felix Lieb took responsibility as chief executive of the holding's companies.

• 2021

  Natura Siberica founder Andrey Trubnikov dies[1]Natura Sibericaen.wikipedia.org

  Leadership change · Other

  Andrey Trubnikov died intestate on 7 January 2021 after complications associated with chronic illnesses. His death precipitated a corporate and ownership dispute affecting the brand's trademarks, operating entities, and management.

• 2021

  Court orders Natura Siberica entity to pay approximately 2.9 billion roubles[1]Natura Sibericaen.wikipedia.org

  Lawsuit

  In September 2021, a Moscow-region arbitration court partly upheld claims connected with the Dmitrov fire and ordered Pervoye Reshenie to pay approximately 2.9 billion Russian roubles in total to Ingosstrakh and the Dmitrovsky plant.

• 2021

  Trademark and ownership dispute disrupts Natura Siberica operations[1]Natura Sibericaen.wikipedia.org

  Lawsuit · Leadership change · Other

  Following the death of the founder, a dispute involving Irina Trubnikova, OU Good Design, the brand's trademarks, and Natura Siberica operating entities resulted in the termination of a multi-license agreement. Several trademarks were suspended and approximately 80 stores closed.

• 2020

  Fire at the Dmitrovsky pilot plant leads to major claims against Natura Siberica[1]Natura Sibericaen.wikipedia.org

  Lawsuit · Other

  A large fire on 21 May 2020 nearly destroyed a Dmitrovsky pilot plant rented by Natura Siberica. Subsequent arbitration proceedings involved claims by the plant and an insurer, with two Natura Siberica employees reportedly found guilty in related proceedings.

1. 1Natura Sibericaen.wikipedia.org