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Natura &Co Outperforms the Global Market in Q4 2020

Ramps-up digital sales across all brands to offset the continued impact of the Covid-19 pandemic.

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By: Charlie Sternberg

Associate Editor

Natura &Co recorded revenue and profit growth in the fourth quarter, outperforming the global Cosmetics, Fragrance, and Toiletries market, driven by a continued ramp-up in digital sales across all brands that helped offset the continued impact of the Covid-19 pandemic.
 
Consolidated net revenue in Q4 stood at R$12 billion ($2.1 billion), up 24.3% in Brazilian Reais and 6.4% at constant currency, driven by sales growth in BRL by all four of the Group’s brands.
 
Growth in Digital Social Selling and E-Commerce
 
Natura &Co’s strong Q4 performance was powered by further growth in digital social selling and e-commerce, with total group digital sales up 79% and all brands recording their highest-ever e-commerce sales.
 
Aesop’s total online sales grew 190% in the quarter and reached almost 30% of its revenue, doubling over the previous year, and The Body Shop rapidly pivoted to online and At-Home channels, which combined grew more than 130%, representing 40% of total sales. Social selling continues to grow, with e-brochure revenue up nearly 90% vs. Q4-19 at Avon globally. At Natura in Latin America, the number of consultants sharing content grew by more than 300% since Q1 and the number of orders through the 1 million+ consultant online stores in the region increased by 60% vs. Q4-19.
 
A key highlight of the quarter was the strengthening of Natura &Co’s capital structure with the completion in October of a $1 billion capital raise. This allowed the Group to significantly deleverage its balance sheet, and it ends 2020 with a net debt to EBITDA ratio of 0.97 times.
 
“In a year of unprecedented challenges, Natura &Co associates and our network across all of our businesses showed care and adaptability in the face of a global pandemic, demonstrating both our purpose-driven approach to business and the strength of our omnichannel, multi-brand model,” declared Roberto Marques, executive chairman and group CEO of Natura &Co. “Our performance in the fourth quarter attests to that, with strong growth in sales and profits. By pivoting rapidly to digital social selling and e-commerce when stores were closed by lockdowns, we were able to outperform the CFT market both globally and in Brazil.”

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