Ever since 1969, when we were just a small company, we were already operating with two great concerns. A concern for cosmetic products, as important tools for self-awareness and knowledge and their power for transforming people's lives. And a concern for the client, for human relations and their potential. A true discovery of the existence of others in our lives.

During the first several years, in a small shop on Oscar Freire St., in São Paulo, money was short, but we had dreams and courage to spare. It was our intention, based on the quality of our products and the strength of our concepts, to help people know themselves better and to be happier. .

During the first several years, a shortage of capital and the difficulties we faced in expanding our personalized service on a larger scale contrasted with the successful experience of clients who took Natura's products and spread our concepts to increasing numbers of people.

In 1974, a system of direct sales was established in order to enable the company to grow, while continuing to be supported by personal relationships. The Natura Consultancy was born.

That is how we ended the '70s, as a viable company, supported by its beliefs and world view, which were the basis for creating innovative world-class products and concepts.

The '70s were followed by a decade of extensive growth and much learning, while handling the challenge of supporting and strengthening relationships that were increasingly distant, geographically, as we increased our operations nationwide.

In 1989, driven by the merger of the four small companies that had composed the Natura system, up to that point, a renewed company emerged, which was able to attract and mobilize the energy and hearts of thousands of consultants, consumers, and employees to make our dream come true: to contribute to the betterment of society and the quality of human relationships.