NATURA IS A LEADER IN BEAUTY AND PERSONAL CARE IN BRAZIL AND LATIN AMERICA, SAYS EUROMONITOR
APRIL 10, 2024
In 2023, the brand grew 35% in Hispanic Latin America and 15% in Brazil, betting on an omnichannel strategy and gaining share in focus categories. Comparison metric used by Euromonitor, Gross Merchandise Volume (GMV) stood at R$40 billion in CFT for Natura &Co Latin America; Globally, the figure rises to R$48.5 billion.
Natura, the Brazilian cosmetics brand, is a leader in beauty and personal care in Brazil and Latin America, according to the latest report by market research firm Euromonitor International, released on Monday (8/4).With a strategy designed to expand consumption by new audiences and in multiple channels - including direct sales, company-owned stores, franchises and e-commerce - the brand is strengthening itself in its key territory.
João Paulo Ferreira, president of Natura and CEO of Natura &Co Latin America, points out that in the last year, the Natura brand recorded a notable increase in consolidated net revenue, reflecting a performance driven by channels such as retail and digital. "Our strategy has proven to be successful and includes omnichannel and innovation, in addition to the development of new products, especially for the Natura brand, and the promotion of our financial services platform,Emana Pay.We will continue to expand our positive impact by developing Beauty Consultants and strengthening our business model in the Amazon," says Ferreira.
In 2023, Natura brand revenue growth was 35% in Hispanic Latin America and 15% in Brazil. In the national territory, key categories grew by an average of 20%, such as perfumery, hair, deos, soaps and makeup. Emblematic brands, such as Kaiak, Tododia and Essential, sustain the brand's position at the forefront of the market.
Currently, Natura has around 900 physical stores, 150 of which will open in 2023. "Natura is now among the largest franchises in the country and our indicators show that stores further boost the income of consultants in the region," points out the executive. The CEO adds that 20 million unique customers passed through a store in 2023, with the majority of them non-buyers in direct sales, indicating low overlap of these channels.
In the last quarter of 2023, online sales in Brazil grew 27% compared to the same period of the previous year. "We made robust investments in e-commerce, which were fundamental to the positive results achieved. Our digital expansion has provided Natura with its customers and an increasingly convenient and personalized shopping experience," says the executive.
In 2023, Natura &Co Latin America – which also includes the Avon brand's operations in the region – had consolidated gross revenues of R$27 billion. In the same period, the GMV (Gross Merchandise Volume) generated for cosmetics alone stood at R$40 billion - also considering non-CFT items, the figure rises to R$44 billion. Globally, excluding The Body Shop and Aesop, the holding company Natura &Co ended the year with R$35 billion in gross revenue and GMV of R$48.5 billion, considering cosmetic items.
About Natura
Founded in 1969, Natura is a Brazilian multinational hygiene and cosmetics company whose raison d'être is the creation of products and services that promote Well-Being Well. It has 2 million consultants in Latin America, being a leader in the direct selling sector in Brazil and with a strong omnichannel presence. It is part of the Natura &Co group, combining its purposes with the Avon brand. A pioneer in its commitment to sustainability, in 1983, Natura became the first Brazilian cosmetics brand to offer refills in its portfolio. At the end of the 1990s, it began to include ingredients from Brazilian socio-biodiversity, especially the Amazonian, in its products, reflecting the breadth of investments in regeneration, a concept that has been adopted in several practices by the company since its inception foundation, but since the end of 2023 it has become the center of its business strategy. It was also the first publicly traded company to receive B Corp certification in the world, in December 2014. It earned The Leaping Bunny seal from the animal protection organization Cruelty Free International in 2018, confirming its commitment not to test on animals with its products or ingredients. With a presence in Argentina, Chile, Colombia, the United States, France, Mexico, Peru and Malaysia, Natura brand products can be purchased from the Consultants, through e-commerce, Natura app, in their own stores or in Aqui Tem Natura franchises.