Natura is a Brazilian cosmetic company, founded in 1969 by Luiz Seabra, and it is one of the biggest companies in cosmetic direct selling, that is, using consultants, individual people who sells Natura products at home and gives a special attention to their costumers, creating an experience of more than a simple purchase.
The company develops cosmetic products in different lines according to differing targets, but all according to two main bases: ethical relationship with shareholders and costumers, and business goals compatible with sustainable development.
In 2004, Natura was listed on the São Paulo Stock Exchange ( BOVESPA), opening its capital to new investors.
Why is Natura ethical?
All products are developed respecting the environment and Brazilian traditions and culture. From the packaging to post-selling services, everything is designed to respect the environment, from developing biodegradable products to creating recycling programs, for example.
This company was the first one to introduce the “Refilling” concept, which is based on reusing the package in order to minimize the environmental costs ( such as pollution, for example): the customer could reuse its original product package, filling it with the product, that can be bought for a smaller price.
Additionally, a very interesting program is the collection of empty packages of Natura products, which is mainly done by consultants: they collect it in costumers’ houses, taking it to the entity responsible for its recycling.
It is important to mention that this company was recognized by being one of the most sustainable companies in Latin America, receiving many awards in this area.
Natura is a good example of an ethical company, joining sustainability with profitability.
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