Overview
Natura is a Brazilian cosmetics and personal care brand founded in 1969. Its range spans fragrance, skincare, make-up, bath products and haircare. The business is particularly associated with relationship-based selling through independent beauty consultants, although physical shops and digital commerce have become increasingly important parts of its distribution model. For prospective franchisees, that distinction matters: Natura is not simply a conventional chain of beauty shops.
The brand’s positioning draws on Brazilian biodiversity, product development and relationships with ingredient-supplying communities, including those in the Amazon region. Ekos is among the product lines most closely associated with that approach. Natura’s environmental and social commitments are prominent features of its public identity, but the commercial assessment of a shop still depends on local demand, operating costs and the terms of the retail agreement.
History and growth
Natura began in São Paulo, with co-founder Luiz Seabra playing a central role in its creation. The business adopted direct selling in the 1970s, establishing the consultant relationships that would underpin its expansion across Brazil and into other Latin American markets. Personal recommendations and product demonstrations helped distinguish its route to market from department-store counters and traditional cosmetics retail.
Later growth combined international expansion, investment in research and a broader mix of sales channels. Natura became a certified B Corporation in 2014. At group level, acquisitions also changed the business’s scale: The Body Shop was acquired in 2017 and the Avon transaction was completed in 2020. The subsequent sales of Aesop and The Body Shop in 2023 demonstrate why the Natura brand should be distinguished from the changing portfolio of its corporate parent. Historical group figures are not a reliable proxy for Natura shop numbers.
Global footprint
Brazil is Natura’s home market and the main reference point for understanding its franchise proposition. The brand also has an established presence in other Latin American markets, including Argentina, Chile, Colombia, Mexico and Peru. Its international development has involved different combinations of consultants, e-commerce and physical retail rather than a single, uniform franchise format.
A worldwide brand presence does not mean that franchise opportunities are available in every country. Equally, consultant numbers, company-operated shops and franchised outlets measure different things and should not be combined into one network total. A comparable, dated count of Natura-branded locations and countries is not provided here. Applicants should request current figures for their intended market, with company-owned and franchised shops identified separately, and check whether the advertised format is open to external applicants.
How the franchise model works
In Brazil, Natura has developed franchised retail through the Aqui Tem Natura format, drawing on the brand’s consultant ecosystem. These shops give customers a physical setting in which to explore products, receive assistance and make purchases. The format extends the reach of the brand without replacing its established relationship-selling channel. Becoming an independent Natura consultant is therefore different from becoming a shop franchisee.
A franchise arrangement involves operating a branded retail business under contractual standards, rather than merely registering to sell products independently. The applicable agreement determines product sourcing, presentation, operating responsibilities and any support provided. Prospective operators should establish precisely which format is being offered and whether previous experience as a Natura consultant is required or preferred. They should also clarify how shop sales interact with consultant-led orders and online purchases, including responsibility for fulfilment, returns and customer service.
Investment and requirements
A single, internationally applicable Natura franchise fee or investment range is not publicly disclosed. Figures quoted for a particular Brazilian format or recruitment campaign should not be treated as current terms for every applicant. Prospective franchisees should request the relevant franchise disclosure documents, including the Circular de Oferta de Franquia in Brazil, and a current, itemised investment schedule directly from the franchisor.
The assessment should cover more than any initial fee. A shop requires premises, fitting-out, opening stock, staffing and working capital, while rent and local operating conditions can materially alter the overall requirement. Applicants should establish which costs are included in any quoted package and which remain separate. They should also ask about ongoing charges, stock replenishment, promotional contributions, inventory ownership and the treatment of discontinued or slow-selling products. No standard earnings or payback period should be inferred from brand recognition alone.
What franchisees should consider
The central operating question is how a Natura shop fits into an already extensive selling ecosystem. Consultants and digital channels can strengthen brand awareness, but they also offer alternative routes to the same customer. A location assessment should therefore consider existing Natura activity, nearby beauty retailers, customer shopping habits and the role of convenience, advice and product discovery in generating visits.
Beauty retail also requires careful inventory management. Fragrance gifting, seasonal promotions and new launches can change demand, while testers and staff product knowledge shape the shopping experience. Applicants should examine training arrangements, promotional pricing, replenishment lead times and any obligations concerning minimum orders. The agreement should be reviewed for territory provisions, renewal conditions, refurbishment requirements and exit arrangements. These details determine the practical responsibilities of operating the shop and cannot be assumed from another franchisee’s experience.
Competitive landscape
O Boticário is a particularly relevant comparator in Brazil because of its extensive branded beauty retail and franchise presence. Yves Rocher and L’Occitane en Provence offer useful international comparisons for botanical positioning and specialist shops, while The Body Shop provides a comparison in values-led beauty retail. These businesses differ in distribution structure, price positioning and market coverage.
Natura also competes with pharmacies, department stores, online marketplaces and multi-brand beauty retailers. Its consultant relationships and Brazilian identity distinguish its proposition, but a franchisee competes locally for spending and attention. The most useful comparison is consequently between businesses serving similar customers in the proposed catchment, rather than between global brand profiles alone.
Outlook
Natura’s retail development reflects a broader beauty-sector shift towards combining personal service, digital ordering and physical product discovery. Shops can give customers direct access to fragrances, textures and advice, while the consultant network remains an important part of the brand’s identity. How those channels work together is more significant than store expansion in isolation.
For prospective franchisees, the opportunity should be assessed through the current local offer rather than historical group expansion or broad sustainability messaging. The key evidence is format-specific: investment requirements, support commitments, supply arrangements and the commercial role of the proposed location. Natura’s established consumer presence provides context, not a substitute for that assessment.
Natura franchise: frequently asked questions
Does Natura offer franchises?
Yes. In Brazil, Natura has developed franchised shops through the Aqui Tem Natura format, linked to its consultant ecosystem. Availability and eligibility depend on the current local programme. Registering as an independent beauty consultant is not the same as acquiring a franchise, and international brand availability does not establish that local franchise opportunities exist.
How much does a Natura franchise cost?
A single, internationally applicable Natura franchise fee or investment range is not publicly disclosed. Costs depend on the format, premises and market. Applicants should request current franchise disclosure documents and an itemised schedule covering fitting-out, stock, working capital and ongoing charges, rather than relying on historical recruitment figures.
How many Natura locations are there?
A comparable, dated worldwide total of Natura-branded locations is not provided here. Reported figures can refer to company-operated shops, franchises or the wider corporate group, while consultants are not shop locations. Natura should be asked for a current breakdown of franchised and company-owned outlets in the market under consideration.
Do you need to be a Natura consultant to open a franchise?
Natura’s Brazilian franchise development has drawn on its existing consultant network, but applicants should not assume that one eligibility rule applies to every recruitment programme. The current franchise team should confirm whether consultant experience is mandatory or preferred, alongside any operating experience, location criteria and financial requirements.
Where was Natura founded?
Natura was founded in São Paulo, Brazil, in 1969, with Luiz Seabra among its founders. It developed its relationship-based direct-selling model in the 1970s and later expanded across Latin America. Physical shops and digital commerce now sit alongside the independent consultant channel that helped build the brand.
Latest Natura news
Our news engine monitors Natura announcements. New reports will appear here as they are published.
Figures are approximate and based on publicly reported information. Franchise costs and terms change; prospective franchisees should obtain the brand’s current disclosure documents and take independent legal and financial advice. Profile updated October 2026.