Case | HBS Case Collection | August 2006 (Revised October 2012)

Natura: Global Beauty Made in Brazil

by Geoffrey G. Jones and Ricardo Reisen de Pinho


Explores the globalization strategies of Natura, Brazil's largest cosmetics company. Founded in 1969, Natura grew using a direct selling model. Led by its three founders, the firm made distinctive use of Brazil's diversity and became characterized by high ethical and environmental standards. Natura began to seek international markets in 1982, but experienced many setbacks until surviving the economic crisis in Argentina in 2001. The company opened operations in France and Mexico in 2005, and the three founders are now exploring opportunities in Moscow. To pursue further globalization, Natura must now decide whether to continue to rely primarily on the direct sales model or to experiment with other models--and whether to make acquisitions or become part of a larger group.

Keywords: Global Strategy; Globalized Firms and Management; Globalized Markets and Industries; Corporate Social Responsibility and Impact; Beauty and Cosmetics Industry; Brazil;


Jones, Geoffrey G., and Ricardo Reisen de Pinho. "Natura: Global Beauty Made in Brazil." Harvard Business School Case 807-029, August 2006. (Revised October 2012.)