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[SITUATION] · [QUIET] · [BUSINESS]

2 clusters · 2 sources · 19 days · First seen · Last updated

Natura and Avon strategic brand updates

Overview

Brazilian cosmetics group Natura and its brand Avon are implementing various strategic updates to their product lines and business models.

Natura refreshed its EKOS line to emphasize high-performance cosmetics derived from Amazon biodiversity, utilizing bioactives such as castaña and cupuacu. Alongside this, the company launched Natura Ingredientes, a corporate-venture startup designed to commercialize Amazon-sourced bio-ingredients for the food, pharmaceutical, and cosmetics sectors. This B2B platform aims to provide traceability and supply security, with existing agreements through 2026 with companies including LUSH and Mahta.

In a separate strategic move, Avon updated its Aqua Vibe body splash line with new visual identities and packaging to address a significant revenue increase in the Brazilian body splash category. Simultaneously, Natura relaunched its Faces makeup line to target Generation Z, focusing on self-expression and social media trends with products like the ‘Gloss Chaveiro.’

Entities

Avon · Natura · Circana

Timeline

  1. about 1 month ago

    [BUSINESS] 2 sources
    Avon and Natura implement strategic brand updates in Brazil

    Avon and Natura are rebranding their product lines to target new consumer habits, with Avon updating its Aqua Vibe splashes and Natura relaunching its Faces makeup line for Gen Z.

  2. about 2 months ago

    [BUSINESS] 2 sources
    Natura launches EKOS line refresh and Amazon bio‑ingredients startup

    Natura refreshed its EKOS cosmetics line and launched the Natura Ingredientes startup to sell Amazon‑derived bio‑ingredients to other industries, supporting sustainable supply chains.

Sources

cosmeticinnovation.com.br · tvnordestevip.com