Heritage
A house, in its own words
Natura began in 1969 when Luiz Seabra, Pedro Passos and Guilherme Leal opened a modest retail space in São Paulo. Their early catalog focused on skin‑care products made with locally sourced oils. By the early 1980s the company introduced its first fragrance line, a modest collection that included the citrus‑spiced scent Atmos (2005). The 1990 release of Ciprus marked the brand’s first fragrance to reach national distribution, and it set a precedent for using Brazilian botanicals as a creative core. In 1996 Natura launched Exsultate, a perfume that combined Amazonian fruits with European base notes, signaling a shift toward hybrid olfactory storytelling. The turn of the millennium saw the introduction of Sabine – Cedro e Jasmim (2000) and Vestha (1999), both of which reinforced the house’s commitment to regional flora. A sustainability program introduced in 2004 formalized partnerships with indigenous cooperatives, ensuring that raw materials such as rose oil and cedar were harvested responsibly. The Ekos line, unveiled in 2012, highlighted Amazonian ingredients like murumuru butter and acai, and it earned recognition from the Brazilian Institute of Environment for its transparent sourcing. In 2017 Natura acquired The Body Shop, expanding its ethical footprint beyond Brazil. The most recent milestone, the 2020 launch of Encanto das Rosas, celebrated the brand’s 50‑year journey by pairing traditional Portuguese rose accords with a contemporary minimalist bottle. Each decade reflects a pattern of growth rooted in community, biodiversity and a steady expansion of the fragrance portfolio. Natura frames scent as a dialogue between people and the ecosystems that inspire them. The brand states that every fragrance should respect the source, which translates into a sourcing policy that prioritizes fair‑trade agreements with Amazonian communities. It measures success by the number of families supported, the volume of certified‑organic ingredients, and the reduction of carbon emissions across its supply chain. Creative teams work closely with agronomists to translate raw botanical extracts into olfactory narratives, ensuring that each note carries a traceable origin story. Transparency guides the brand’s communication; product pages list the percentage of natural versus synthetic components, and sustainability reports disclose water usage and waste management. Natura also embraces inclusivity, designing scents that appeal to a broad demographic without relying on gendered marketing. The company’s values emphasize stewardship, community empowerment and a belief that fragrance can reinforce cultural identity while protecting the environment.