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Beauty Industry, Mergers and Acquisitions

Natura Plans to Launch a Franchise Business Model in Mexico

In 2025, Natura will begin transitioning away from its direct-selling business model.

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By: Rachel Klemovitch

Assistant Editor

Brazilian beauty company and Beauty Packaging No. 12 Top Company, Natura & Co., announced plans for a franchise-based business model in Mexico. Starting in mid-2025, the company will begin to transition away from its current direct selling model and implement the new one.
 
This franchise model is similar to models in Brazil, Ecuador, Colombia, Peru, and Chile, which have been successful. 
 
Jans Werner, Natura General Manager, Mexico, said, 
 
“The first franchises will be led by our current leaders. They will be the pioneers who will have the opportunity to start the first franchises. We are confident that they know the brand and the products and will represent us well.”
 
With a localized franchise format, Natura will adapt and tailor the operation and layout of its current stores to the Mexican market. 
 
30 existing brand leaders will lead the initial Natura franchises with plans for a gradual expansion in the medium and long term. 

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