Natura is the largest Brazilian manufacturer of cosmetics, toiletries and beauty. It holds 22.1% of the Brazilian market, up
from 21.4% in 2008. The company also operates in Argentina,
Chile, Colombia, Peru and México. Elsewhere, in Bolivia,
Guatemala, Honduras and El Salvador, the company works with
local distributors. Natura has 6,200 direct employees and more
than one million sales representatives. According to the company, Natura products are now in 23. 5 million homes around
the world—up from 20 million the previous year.
In April, Natura celebrated five years of operations in France.
First, Natura opened a space at Carrefour in Paris. A year later,
Natura introduced its direct sales force. It currently has more
than 1,700 consultants in France, and approximately 70% are
French. The rapid expansion even surprised Natura, as the direct
sales model is not popular in Europe.
Sales: $1.8 billion
Kazutoshi Kobayashi, president
Skin care, cosmetics and toiletries sold under the brand names
of Cosme Decorte AQ, Beauté de Kosé, Awake, Jill Stuart, Infinity, Prédia, Esprique Precious, Grandaine, Visée, Sekkisei,
Crie, Phil Naturnt, Stephen Knoll, Sekkisui, Junkisui, Fasio,
Happy Bath Day, Elsia, Nature & Co., Softymo and Salon Style
Esprique Precious makeup line extensions, Fasio Mascaliner, Prédia
Acne Care Spa Essence, Visée Blossom Eyes eyeshadow, Esprique
Precious Inner Shield Moisture, Adidas skin protection, Grandaine
Luxage makeup, Shirosumi W whitening serum, Ultimation True
Satin Perfect Powder Makeup, Fasio Multi Block Ultra UV spray, Iper-Stay Mascara Magne-Plus Curl Volume, Esprique Precious makeup,
Sekkisei Sun-Protector, Happy Bath Day hair care products
Sales fell 3.1% last year, primarily due to weak consumer spending caused by the poor economy, according to the company. Cosmetics sales fell 4.8%, as Kosé focused on expanding luxury
brands distributed through specialty cosmetics stores and department stores. Two highlights were the debut of the Addiction
brand of makeup products for sale in department stores and the
relaunch of the Cosme Decorte AQ Meliority brand.
Sales of cosmetaries increased 2.6%, as Kosé boosted advertising and promotions. Last year, Kosé entered the male cosmetics business with the introduction of Adidas skin protection.
Looking ahead, Kosé management predicts sales will increase 3.4% through March 31, 2011.
Sales: $1.8 billion
Magnus Brännström, chief executive officer; Jesper Martinsson,
chief operating officer; Gabriel Bennet, chief financial officer; Stefan Karlsson, senior vice president and head of Asia; Jonathan
Kimber, executive vice president, global supply; Rolf Berg, executive vice president, global human resources; Michael Cervell, senior vice president, direct sales; Johan Rosenberg, executive vice
president, global marketing and R&D; Thomas Ekberg, senior vice
president and head of Europe, Middle East and Africa
Skin care, fragrances, color cosmetics, personal care, hair care,
wellness and accessories
Skin care—Time Reversing in Tense Cream, Tender Care Caramel;
Fragrance—Grace, Giordani Men and Glacier; Personal and hair