The current climate, with its high demand for ethically sourced products and a massive move toward holistic well-being and
beauty, is reason for Brazil’s conscious beauty brand Natura to celebrate. Last year the label earned a profit of US $1.5 billion and was ranked 31st on WWD‘s top 100 Who’s Who of the beauty industry (three positions above more widely known ethical cosmetic brand the Body Shop).

Founded 37 years ago in São Paulo as a therapeutic cosmetic store by Luiz Sebrae, Natura develops beauty products utilizing
sustainably sourced raw materials from Brazil. Natura’s ranking among the 35 biggest cosmetic brands in the world is a clear
reflection of the ethical market — a segment composed of loyal consumers dedicated to natural food, drinks, and
personal care products. According to Datamonitor, the market is predicted to increase in the US and Europe from 89 million consumers in 2004 to 173 million in 2009.

Natura’s executives are responding to this market demand by expanding their reach beyond Brazil. In 2004, the label opened
a flagship store in Paris called "Casa Natura." The store — designed by architect Arthur Casas — takes you on a sensorial
trip into Brazil’s distinctive scents and tropical environment. Natura’s major line, Natura Ekos, is comprised of fragrances
and personal care products that reflect a commitment to eco-friendly sourcing and a respect for Brazil’s indigenous population
and its heritage. The line features unique floral scents found in Brazilian forests, such as guaraná, Brazilian nut, andiroba,
cupuaçu, pitanga, passion flower, and buriti. The Ekos line is produced under sustainable extraction rules controlled by Imaflora, an NGO based in São Paulo. The products are biodegradable, and sold in bottles and packaging made of recycled material.

In addition to the sustainability concept, Natura is commited to quality relationships. According to its founder, this concept
is the basis of its door-to-door system of direct sales that today employs 519,000 "Natura consultants" worldwide and incorporates
a heavy social value into the brand. This small army demonstrated its power last year, when Natura mobilized its consultants
to encourage their communities to join an educational program sponsored by the government. The campaign brought 65,000 dropouts
back into the school system.

What’s next? For this year and 2007, the company remains focused on its international expansion, with a special eye on Latin
America: Venezuela and Colombia are the next two countries Natura will enter. For the European market, Natura is rehearsing
the introduction of its direct-sales system in France and amplifying its product portfolio inside Casa Natura.
-Flavia Mendonça

Photos:
Casa Natura
Brazil Nut suppliers for Natura
Natura
Natura Ekos Castanha
Natura Ekos Maracujá
Casa Natura
Natura