Brazilian beauty brand Natura arrives in the US

By

Emily Jensen

Published
May 9, 2017

The natural cosmetics brand Natura already has a major presence in Brazil and throughout South America, and now it’s finally made its debut in the United States. The brand launched its first US store in New York City and has made its products available to American customers online.

 
The new American store, which opened on Elizabeth Street in New York City in April, won’t sell the full spectrum of products available to Brazilian consumers, but will focus on many of the brand’s bestsellers. Some of the products on offer will include lotions made with cashews and shower oil made with ptinanga, but the brand will introduce more skincare and fragrances to the American market later in the year. Prices range from $10 to $50.
 
Natura was founded in 1969 is known for its skincare and cosmetics featuring ingredients native to the Brazilian Amazon. The brand developed its presence in Brazil through direct selling and only recently began opening freestanding stores. It has also earned praise for its environmentally friendly approach, including its packaging made from sugar cane ethanol plastic and commitment to working with farmers using sustainable practices.

Natura also recently revealed it is considering purchasing fellow cosmetics company The Body Shop in Brazil, which would considerably expand its retail presence in the country. The company maintained however that no official deal has been made with The Body Shop.