Read more”And the more I listen, the clearer it becomes: the kind of innovation I believe in is this — grounded in science, but also in emotion; guided by data, but inspired by human connection.”
”My journey at Natura was built layer by layer. I started in Quality, learning the technical rigor and the responsibility of ensuring what touches someone’s skin is safe. Then, I dove into Product Development. With every ingredient and decision, there was always the care to deliver on our promises. Transforming science into experience has always been part of the challenge — combining precision and sensorial delight in every formula, without compromising on safety, pleasure, or the impact we generate. Later, new questions arose: how can we use less water? How can we reduce carbon? How do we care for the planet and its people? How can we create less waste, choose more natural ingredients, and design holistically — from formula to packaging? Today, I work directly with the consumer. And I’ve realized that innovation only comes full circle when I listen to those who use our products. Because true listening opens up paths that no lab test can reveal alone. These are stories of affection — memories triggered by a scent, a touch, a simple gesture. They help me understand that real innovation is born from this dialogue. It’s in real use, in everyday care, that innovation shows its true strength. And today, with the help of technology, this takes on a new dimension. I can cross-reference hundreds of responses, identify patterns, and uncover what truly moves people. Artificial intelligence helps me read between the lines. And the more I listen, the clearer it becomes: the kind of innovation
I believe in is this — grounded in science, but also in emotion; guided by data, but inspired by human connection.”
Rosa Friedlander
Transversal Innovation
Natura has adopted a comprehensive and multifaceted innovation strategy. As such, 9.7% of the employees focus on innovative projects in different areas, from integration of the operation of the brands to the developments of products, passing through evolution of the omnichannel journey, cultural innovation and data management, the incorporation of technologies, open innovation and new business.
Open and collaborative innovation
Natura believes in the power of open innovation as a driver for transformation for connection with innovative talents and ideas. To achieve this, we have developed various ways of interacting with the innovation ecosystem as a means of embracing its diversity.
Natura Campus
Through the Natura Campus program, we have been continually investing in collaboration with the innovation ecosystem since 2016. In 2024, we sponsored the ANPEI Conference, where the company presented its digital innovation initiatives focused on sustainable development in the Amazon region. We have reaffirmed our commitment to scientific innovation by operating as a Master Science Sponsor at the IFSCC 2024, the world’s biggest scientific cosmetology congress which was held in Brazil for the first time. At the event, we launched a scientific call notice to support Brazilian researchers working on lines of study connected to Natura, granting 20 registrations and financial support for three applicants selected from the North and Northeastern regions of Brazil. We sponsored another edition of the Deep Tech Summit, during which startups took part in an immersion experience at our Innovation Center at Cajamar. We believe that the support for scientific events strengthens the scientific and technology ecosystem in Brazil and connects us to innovative lines of research that are both aligned with our values and drive science-based innovation for sustainable and technological solutions.
Natura Startups
The Natura Startups program, created in 2016, and based upon the venture client model, provides us with the means of finding innovative solutions, via Startups, to meet our business challenges, whilst promoting mutual growth. Natura Startups also works as a driver for the culture of innovation by means of engagement actions and training aimed at the employees. Find out more about this network that is committed to generating a positive social environmental impact through innovation here.
Natura Ventures
In 2024, we launched Natura Ventures, a fund for investment in startups, with initial funding of BRL 50 million contributed during the first three years of the operation. We will support the development of regenerative solutions that can be implemented into our value chain and corporate network. The fund’s portfolio will include up to 15 startups over the course of its ten years in operation, with the contributions planned at between BRL 2 million and BRL 10 million, depending upon the maturity of the solution or the startup, and the region in which it operates.
The initiative focuses on four investment fronts: Regeneration and circularity; Prosperous cycles for the beauty consultants and professionals; The end customer’s connection and experience; and Transformation-enabling technologies. In 2024, Natura mapped and evaluated 291 startups to select those most suitable for investment. The first contribution was made to Abbiamo, which has been a partner since 2002. The technological verticalization solution is focused on increasing logistics efficiency,reducing product delivery times and improving the customer’s experience.
Natura Innovation Challenge
The launch of the third edition of the Natura Innovation Challenge, in 2024, took place as part of the official programming of the South by Southwest Festival (SXSW). The challenge focused on carbon offsetting and attracted the participation of 130 startups from 23 Brazilian states. Twelve hours of individual mentoring were provided and four startups were chosen, each of which offered business solutions that supported the implementation of carbon offsetting projects: VerdeNovo, Canopy, Bioverse and LandPrint.
