Natura Expands in Argentina with Avon Integration

Natura &Co is focusing on Latin America as its primary growth driver after divesting Avon operations outside the region. Nearly 40% of the cosmetics maker's business is now outside Brazil, with Argentina standing out as its second-largest regional operation by volume and its highest relative market share internationally, according to Agenor Leao, Vice President of Natura Latam.

To serve local dynamics, the group divided its footprint into four units: Mexico, the Andean region, the Southern region, and Brazil. The Southern cluster covering Argentina, Chile, and Uruguay employs over 1,800 direct staff, including over 1,350 in Argentina, 458 in Chile, and 14 in Uruguay. The network also includes 400,000 independent beauty consultants across Argentina and Chile, alongside 68 retail stores, with 17 in Argentina and 51 in Chile.

In Argentina, Natura produces half of its local sales at its Moreno plant, an Avon facility that now also exports to Chile. Meanwhile, Avon has been repositioned as a FemTech brand appealing to younger consumers, as the group launched over 300 products across both brands last year.

Operating across eight Latin American countries, Natura does not plan to enter new markets for now. Instead, the company is prioritizing deeper penetration across existing territories following growth in its second quarter.