Natura has announced a major change in its executive team. João Paulo Ferreira will step down as CEO at the end of September after a decade of leadership. Alessandro Carlucci will take over as CEO on October 1. Fábio Barbosa returns as Chairman of the Board. This shift prepares the company for a new expansion phase after years of operational consolidation.
João Paulo Ferreira joined Natura in 2009 after 20 years at Unilever. He became CEO in 2016. Under his guidance, Natura tripled its revenue and became the beauty leader in Latin America. The company built a strong omnichannel model with 2.8 million beauty consultants and over 1,200 stores. Digital sales exceeded R$ 1.5 billion in 2025. Ferreira also led the integration of Avon and simplified the corporate structure.
Alessandro Carlucci spent 25 years at Natura and served as CEO from 2005 to 2014. During that time, the company grew strongly in Latin America and strengthened its sustainability focus. He later chaired Arezzo & Co and served on boards of other major firms. As recent Board Chairman, he closely oversaw operations. His return brings a mix of heritage knowledge and fresh growth perspective.
Natura was founded in 1969 in São Paulo by Luiz Seabra. Guilherme Leal and Pedro Passos later joined as co-founders. The company pioneered direct selling in Brazil and became known for sustainable beauty products. Key lines include Ekos, Chronos and Tododia, using Brazilian biodiversity ingredients. After acquiring and later selling Aesop and The Body Shop, Natura now focuses on its core brands and Avon. Founders and their families remain significant shareholders alongside institutional investors like Dynamo and Advent.
Fábio Barbosa, a seasoned executive with banking and media experience, resumes the Board Chair role. He previously led Natura & Co during simplification efforts. The new team aims to accelerate strategy execution on solid foundations. Natura enters this next chapter as a recognized sustainable brand ready for further expansion in competitive markets.
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