Natura &Co announces exit from US market
This move sharpens its focus on Latin America and advances a multi-year simplification strategy.
USA – Natura is set to end its US operations, closing its subscription program on May 31, 2026 and fully shutting down its American business by June 30, 2026.
This is part of a broader corporate restructuring that tilts the group’s entire strategy toward Latin America.
The decision follows a series of portfolio‑cleaning moves, including the divestment of The Body Shop and Aesop in 2023, underscoring Natura &Co’s intent to concentrate on core, higher‑return markets instead of fragmented global footprints.
Natura appreciated its customers by saying, “bringing the soul and beauty of the Brazilian Amazon into your daily life, especially through our community of subscribers, has been a true honour,” and framing the closure as a conscious step aligned with its evolving priorities.
The company also highlighted that subscribers shared more than just products, they shared “a vision of beauty that creates a positive impact and celebrates the power of relationships,” a line of messaging that reinforces Natura’s “conscious beauty” positioning even as it exits the market.
To ease the transition, Natura offered subscribers a “farewell gift” of up to 65% off sitewide through May 17, effectively using the close‑out window to clear remaining inventory and reward its US customer base.
Meanwhile, earlier this year, Natura &Co finalized the global divestiture of its Avon International operations to US investment firm Regent LP, completing a key step in its corporate simplification strategy.
The transaction closed on December 31, 2025, after all necessary regulatory approvals were received.
Natura sold Avon International, covering operations in Europe, Africa, and Asia, excluding Russia, which remains for sale, for a nominal £1 (USD 1.34) consideration.
Natura retains full ownership of the Avon brand, intellectual property, and operations in Latin America, while providing a USD 25 million secured credit facility to the buyer, with a five-year maturity and drawdown period ending in December 2026.
Natura offers a broad portfolio of sustainable beauty and personal care products, including skincare, body care, haircare, fragrances, and makeup, all largely cruelty‑free and 95% vegan, with many formulations using bioactives sourced from the Amazon.
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