Natura Sustainability Vision

We will generate positive social, environmental and economic impacts, delivering value for our entire relationship network, through all our businesses and brands and in all the geographies in which we operate, by means of our products, services and sales channels

The expression of our brands will drive the emergence of new values and the behaviors necessary to build a more sustainable world; the brands will be a reference in cutting edge innovation based on sustainable technologies.

We will work through an eco-effective1 production and distribution model focused on local development and the generation of positive socio-environmental value throughout our value chain.

We will make a positive contribution to the human development of our relationship network and will foment entrepreneurship through collaborative platforms.

We will integrate Triple Bottom Line (TBL)2 management into all company processes, with innovative, leading edge business practices that inspire others, making Natura a role model in business conduct.

relationship network brands and products management and organization

Ambitions for 2020

Brands and Products


  • 30% of Natura's inputs in value will come from the Pan-Amazonian region (13.4% in 2013).


  • use at least 75% recyclable material in total mass of packaging (56% in 2013).
  • use at least 10% post-consumption recycled material in the total mass of packaging (1.43% in 2013).
  • 40% of the Natura units invoiced will have eco-efficient packs3(21.5% in 2013).


  • reduce relative carbon emissions by 33% (2020 x 2012) (33.2% reduction from 2006 to 2013).


  • implant a reverse logistics system that enables the collection of 50% of the waste generated by company packaging.

Social biodiversity

  • reach 10,000 families in Pan-Amazonian production chains (2,188 families in 2013).
  • reach a business volume4 of R$ 1 billion in the Amazon (from 2010 to 2020) (R$ 388 million in 2010-2013).


  • implement a strategy to reduce and neutralize impact based on measuring the company's water footprint throughout the value chain.


  • implement a strategy to increase consumption of renewable energy.

Relationship Network


  • increase NC and NCA real average income significantly.
  • stimulate interest in lifetime learning and provide a broad educational offering that meets the needs of this stakeholder group.
  • create an indicator to measure the human development of Natura consultants and build a strategy to improve this significantly.


  • have women occupying 50% of leadership positions (29% in 2013).
  • have a work force in which 8% have some kind of disability (4.3% in 2013).
  • leverage employee potential for achievement and enterprise through engagement in company culture.


  • grow community human development indices and build a plan to bring about significant improvements in this reality.
  • develop a strategy for the social biodiversity territories in the Pan-Amazonian region and the surrounding communities by means of dialog and collaborative construction in conjunction with local populations and actors.


  • ensure the traceability of 100% of the inputs produced by direct manufacturers (last link in the manufacturing chain) by 2015, and implement a traceability5 program for the remaining links in the chain by 2020.


Management and Organization

Management model

  • implement the valuation of socio-environmental externalities, considering the positive and negative impacts of our entire production chain to drive improvements in TBL management.

Stakeholder engagement

  • support public discussion and debate of questions that are important for the common good of society and its sustainable development, providing support for solutions and alternatives in the markets in which we operate.

Communication, ethics and transparency

  • institutionalize a governance model with external engagement, ensuring stakeholders have a permanent voice in the evolution of company management and strategy.
  • implement radical transparency in the supply of product information and in the implantation and evolution of the Sustainability Vision.

1 Eco-effectiveness is an approach aimed not only at minimizing environmental impact but also seeking to reuse all the materials consumed in manufacturing a product in its own production process. This methodology addresses not only environmental, but also social and economic impacts linked with the value chain. 2 The Triple Bottom Line (TBL) concept was created by John Elkington in 1994. It represents the expansion of the traditional business model to a new one which takes a company's environmental and social performance into account as well as its financial indicators. 3 Eco-efficient packs: for Natura, eco-efficient packs are those that represent a reduction of at least 50% in weight compared with a similar regular pack; or which consist of 50% post-consumption recycled material and/or renewable material, as long as there is no increase in mass. 4 Business volume in the Amazon region: funds distributed by Natura in the region. 5 Traceability plan with scope to be defined.