Driven by beauty-conscious consumers and a rapidly growing middle class, Brazil has positioned itself to overtake Japan as the world’s second-largest overall beauty market (the United States leads the category).
The Latin American country represents the world’s seventh-largest economy and direct selling’s No. 4 Billion Dollar Market. At the fore of Brazil’s $14.6 billion direct sales market is cosmetics and personal-care company Natura Cosméticos. In a recent consumer goods report, The Economist highlights the force of Natura’s brand and its 1.5 million salespeople in the Brazilian economy.
With customers in 60 percent of all households in the country, Natura now makes up a 13.4 percent share of Brazil’s cosmetics, perfume and hygiene market. Founded in 1969, the company places a strong emphasis on green products—its offerings are 70 percent plant-based—and sustainability. As part of Natura’s commitment to being a carbon-neutral company, the beauty giant recently purchased carbon offsets developed by an indigenous Amazonian people—the first transaction of its kind.
According to consultancy Brand Finance, Natura is the 20th most valuable cosmetics brand in the world. The company generates nearly 90 percent of that revenue domestically, with plans to expand operations beyond its Latin American markets.