Fragrance house

Natura

Natura was founded in 1969 by Luiz Seabra in São Paulo, Brazil, and opened its first shop in 1970. In 1974, it adopted direct selling, making relationship-based commerce part of its development, and in 1983 introduced refill options for cosmetics. The Brazilian brand’s identity is centered on sustainability, Brazilian biodiversity, Amazonian bioactives, and social relationships with local extractive communities; it became the first publicly traded company to attain B Corp certification in 2014 and has been carbon neutral since 2007. Natura acquired The Body Shop in 2017 and formed the group later named Natura &Co, which agreed to acquire Avon in 2019 and completed the transaction in 2020. In 2023, Natura &Co sold Aesop and The Body Shop, with the latter acquired by Aurelius Group. Its fragrance history includes Kaiak, launched in 1996 and identified as one of the world’s best-selling fragrances. Ekos is also a defining fragrance collection, launched in 2000 through relationships with Amazonian communities and Brazilian biodiversity ingredients; its Ekos Alma deo parfum, launched in 2019, combines five Brazilian biodiversity oils.