Natura Cosméticos S.A. (Portuguese pronunciation: [nɐˈtuɾɐ kozˈmɛtʃikus]) or simply Natura is a Brazilian manufacturer and marketer of beauty products, household, and personal care, skin care, solar filters, cosmetics, perfume and hair care products the company that sells products through representatives in many countries across the world. The company was founded in 1969, by Luiz Seabra and became a public company, listed on São Paulo Stock Exchange, in 2004.
In 1974, Natura adopted direct sales as sales model. In 2012 it had more than 1.2 million “consultants” (resellers) spread throughout Argentina, Brazil, Chile, Colombia, France, Mexico, Peru, USA, Australia, UK and among others, and since 2006 surpasses Avon’s sales in Brazil.
Natura promotes its image as an eco-friendly, sustainable company (using natural products, working toward sustainable environment and social support etc.). The company also uses ordinary women rather than supermodels in its advertisements.[3]
In Brazil, the major competitors of Natura are O Boticário, Jequití and the American company Avon.
Natura is a founding member of the Union for Ethical BioTrade, gradually ensuring that its sourcing practices promote the conservation of biodiversity, respect traditional knowledge and assure the equitable sharing of benefits all along the supply chain. In the steps of their development and production of cosmetics, Natura does not test on animals and follows the most stringent international safety standards.[citation needed]
Being a public company since 2004, its shares are listed on Novo Mercado (the highest level of corporate governance or Stock Exchange [Ibovespa]). Natura’s performance in 2007 shows a consolidated gross revenue of R$ 4.3 billion, a growth of 10.6% over the previous year. Its consolidated net income was R$ 462.3 million, generating a return on opening shareholders’ equity of 72.1%.
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