The Shift
The Old Way: Extract, Deplete, Move On
The Amazon loses 10,000+ km² annually to deforestation. Traditional economics says trees are worth more as timber or pasture than standing forests.
- Amazon loses 10,000+ km² annually to deforestation
- Trees valued for timber/pasture, not ecosystem services
- Indigenous and traditional communities displaced
- Brazil's biodiversity remains economically undervalued
The New Way: Standing Forest Economics
Natura partners with 40+ Amazonian communities to sustainably harvest bio-ingredients. Families earn 3x more harvesting ucuuba seeds than cutting trees for timber.
- 44 bio-ingredients from Amazon biodiversity (targeting 49 by 2027)
- Partnerships with 7,000+ families across 40+ communities
- Fair benefit-sharing: communities earn premiums
- 2.2 million hectares protected, targeting 3M by 2030
The Story
Founded in 1969 by Antônio Luiz Seabra. From the beginning, Natura was fascinated by Brazilian biodiversity rather than importing ingredients from Europe.
Natura is Latin America's largest beauty company, operating in 73 countries with 3.5 million sales consultants.
Proof Points
Amazon rainforest protected through standing forest model
Earning income from sustainable harvesting
For families harvesting ucuuba seeds instead of cutting trees
Top 5% globally (median business scores 50.9)
Deep Dive
Innovation
Natura develops bio-ingredients through 'bio-intelligence'—combining indigenous knowledge with modern science. This R&D takes up to a decade per ingredient but creates premium, defensible products.
Circular Model
Natura treats communities as partners, not suppliers. Benefit-sharing ensures fair prices plus premiums. They created the Climate Commitment program connecting other Brazilian companies with carbon credit projects.
Community Impact
Beyond direct income, communities develop processing capabilities, moving up the value chain. Women-led cooperatives gain economic independence. Traditional knowledge is valued.
Business Results
Natura is the fourth-largest pure-play beauty company globally after acquiring Avon. First publicly-traded company to achieve B Corp certification (2014).
Key Takeaway
Conservation and commerce aren't opposed—they can be the same thing. By making standing forests more valuable than cleared land, Natura turned economics into an engine for preservation.
Founder Pathway
Building a beauty brand requires significant investment; Natura took decades
International supply chains, benefit-sharing regulations, cosmetics compliance