Business
Brazil’s Natura Wants to Take Rainforest Chic Global With Avon
The makeup company is trying to turn door-to-door sellers into influencers.
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On a pleasant Tuesday in May, dozens of beauty influencers gathered at the New York Botanical Garden in the Bronx for a vegan lunch and a panel on sustainability in cosmetics. As they sipped passion fruit caipirinhas, the young women snapped photos of lotions and soaps featuring exotic ingredients such as murumuru and priprioca.
They’re the types of products that made host Natura Cosmeticos SA a beauty giant in Brazil—and that the 50-year-old company wants to bring to the rest of the world. With its agreement in May to buy Avon Products Inc., Natura is accelerating its global ambitions and betting its brand of natural, ethically sourced cosmetics will appeal to millennial and Generation Z consumers who increasingly want sustainable goods.