Natura expands footprint with Mercado Libre official store launch
The move is part of a broader omnichannel strategy to reach more consumers, including shoppers in underserved and hard-to-reach regions.
MEXICO – Brazil‑based beauty brand Natura has entered Mercado Libre’s Mexico marketplace as part of a broader push to scale its omnichannel model in one of Latin America’s fastest‑growing e‑commerce markets.
Natura says the Mercado Libre launch does not replace its traditional sales model; instead, it adds another route to market. The company continues to rely on more than 420,000 consultants, alongside its own e-commerce platform and physical stores, as it adapts to shoppers who increasingly move between online and offline channels.
That approach reflects a wider change in the beauty and direct-selling sectors, where brands are blending catalogue sales, marketplaces and proprietary digital platforms to stay relevant.
The official store gives Natura a way to present a broader range of personal care, skincare, haircare, fragrance and beauty products to digital consumers. Initial listings are reported to include a large assortment that will continue growing over time, to extend Natura’s presence to new households and customer segments.
The company is positioning the marketplace as a complement to its consultants, not a substitute, so the brand can expand without weakening its relationship-based sales model.
Mercado Libre’s logistics network is central to why the partnership matters. The platform says around 75% of shipments are delivered within 48 hours, and it has continued to expand fulfilment capacity in Mexico to speed up service.
Recent investments include a 10,000-square-meter distribution centre in Hermosillo and the larger XEM3 cross-dock operation in Cuautitlan Izcalli, both intended to improve delivery times and support higher package volumes. For Natura, that infrastructure helps make sustainable beauty products more accessible to consumers outside major urban markets.
The partnership also fits into Natura’s regional digital expansion, with Mercado Libre already serving as an official sales channel for the brand in other Latin American markets.
This move comes as 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 focus on core, higher‑return markets rather than a fragmented global footprint.
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