Natura & Co is a Brazilian multinational cosmetics group that has emerged as a global leader in the beauty and personal care industry. With a strong focus on sustainability, social impact, and innovation, the company has undergone many changes over the years. The Natura & Co logo represents a corporate identity as well as a philosophy that embodies sustainability, collaboration, and connection. It has not changed since the inception of the brand in 2018. The article deals with the evolution of the logo of Natura & Co. and other details over the years.
The Genesis of the Natura & Co Logo (2018 – Present)
The logo of Natura & Co. features the brand name in a title case. This minimalist logotype is executed using a custom serif style in black colour. The logo has not changed since 2018 and is more than just a visual identifier. The elements of the logo, including the “&” symbol, reflect themes of coexistence and collaboration.
The Elements of the Natura & Co Logo
Font
The Natura & Co logo has a custom-designed typography to ensure clarity and simplicity. At the same time, the logo maintains a professional yet approachable image. This choice reflects the dedication of Natura & Co. to transparency and innovation.
Colour
Inspired by nature, the Natura & Co logo incorporates black to evoke the theme of leadership, coexistence, and collaboration. The colour evokes feelings of connection to the environment while reflecting the group’s commitment to sustainability.
The History of Natura & Co.
Natura was founded in 1969 in São Paulo, Brazil, by Luiz Seabra. The company began as a small cosmetics business with a vision to promote well-being and sustainability. Over the years, Natura became known for its commitment to environmental preservation and ethical business practices. In 2004, it became the first publicly listed company to receive B-Corp certification. This highlighted its dedication to social and environmental responsibility.
The creation of Natura & Co marked a key moment in the history of the company. In 2017, after acquiring The Body Shop from L’Oréal, Natura established Natura & Co as its corporate umbrella to manage multiple brands. This move was aimed at expanding its global presence while maintaining the unique identities of each brand within the group. The name “Natura & Co” was introduced in 2018 as part of a corporate rebranding. It symbolised the union of these brands under one umbrella while maintaining their individual identities. The “&” in the name reflects collaboration, coexistence, and connection—core values of the group.
Natura & Co’s growth strategy has been driven by acquisitions that broadened its portfolio and market reach. For instance, in 2012, Natura began acquiring Aēsop, which was an Australian luxury cosmetics brand. The acquisition was completed in 2016 and marked Natura’s entry into the premium beauty segment.
In 2017, Natura acquired The Body Shop from L’Oréal for €1 billion. This acquisition aligned with Natura’s sustainability goals and expanded its presence in Europe and North America. In 2020, Natura & Co acquired Avon Products Inc., one of the world’s largest direct-selling beauty companies. This acquisition made Natura & Co one of the largest beauty players globally. This helped the company connect with over 200 million clients through millions of consultants worldwide.
Today, Natura & Co operates through a vast network including e-commerce platforms, B2B channels, franchises, and physical stores across multiple continents. Its brands have become household names in cosmetics and personal care products worldwide. The company employs over 22,000 people and connects with millions of customers through dedicated consultants and representatives.
A hallmark of Natura & Co. is its unwavering commitment to sustainability. The company has championed initiatives such as net-zero operations and nature-positive practices. It focuses on preserving the Amazon rainforest. Its “Commitment to Life” programme reflects efforts to tackle climate change, promote human rights, and embrace circular economy principles.
While divestitures in 2023 reduced its portfolio size, they also provided an opportunity for Natura & Co to concentrate on strengthening its core operations in Latin America.
Impact on Brand Identity
The logo has played a crucial role in establishing Natura & Co as a global leader in sustainable beauty. By combining simplicity with profound symbolism, it resonates with consumers who value eco-friendly practices and ethical business models. It also provides a cohesive identity for its diverse brands while allowing each to retain its unique essence.
Interesting Facts About Natura & Co.
- Natura was established in 1969 in São Paulo, Brazil, by Antonio Luiz Seabra. Initially, it started as a small cosmetics retailer and then expanded rapidly after adopting a direct sales model in 1974.
- Over the years, Natura & Co has grown to include renowned brands such as Aesop, The Body Shop, and Avon. It has extended its presence to 73 countries across the world.
- Natura has been carbon neutral since 2007. It has implemented programmes like the Circular Carbon project, which compensates small farmers for environmental conservation efforts.
- In 2020, Natura & Co unveiled its “Commitment to Life” sustainability vision, which focused on addressing the climate crisis, protecting the Amazon, ensuring equality and inclusion, and promoting circularity and regeneration.
- In 1984, Natura became the first brand in Brazil to offer refillable products. This emphasised its dedication to reducing waste and promoting sustainability.
- Launched in 1986, the Chronos line introduced anti-ageing skincare products that were tailored to enhance women’s beauty at every stage of their lives.
- Natura & Co became the world’s largest B Corporation in early 2021. This reflected its commitment to meeting rigorous standards of social and environmental performance, accountability, and transparency.
- Natura does not test its products on animals and adheres to stringent international safety standards. This underscores its ethical approach to product development.
- Natura & Co collaborates with 44 communities across the Amazon to source 45 natural ingredients and promote sustainable business practices that support local development and environmental conservation.
- The company pays social premiums to Amazonian communities for ingredients and to ensure fair compensation and foster long-term relationships based on transparency.
- Natura & Co is one of the leading beauty manufacturers in Latin America by revenue. This highlights its major market presence and consumer trust.
- Natura & Co has been recognised for integrating bioinnovation into its business model. It helps advance sustainable development in the cosmetics industry.
Finally
The Natura & Co logo did not change since the inception of the brand in 2018. It reflects the growth and transformation of the company itself—from a Brazilian cosmetics brand to a global leader in sustainable beauty. Its logotype design reflects core values such as collaboration, connection, and respect for nature while serving as an emblem of innovation and unity across its portfolio.