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Natura Challenges the Multinationals

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Brazilian cosmetics company Natura successfully takes on the foreign multinationals.

BY MARY TABION
Euromonitor International

While multinational cosmetics and toiletries manufacturers have enjoyed a long legacy of leadership in Latin America, Brazil-based Natura Cosméticos SA presents global giants like Unilever, Procter & Gamble, Colgate-Palmolive and Avon with a healthy challenge. An aggressive regional expansion has strengthened Natura’s position in Latin America, and the company has been steadily gaining market share, reaching 7 percent in 2006 according to Euromonitor International, knocking on fourth-ranked Avon’s door.

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