Natura is Brazil's number 1 cosmetics manufacturer, and the country's leader in the direct sales sector. Sustainable development has been the company's guiding principle since it was founded in 1969. The company has a social environment program that integrates 36 rural communities in Brazil with the production of its essences; creating jobs and educating people about sustainability.

Natura is one of the only cosmetics companies to have implemented this policy since 2010, and they have already started to reduce their consumption. In 2013, they tested four methodologies designed to diagnose their water consumption as well as the impact their consumption on local resources, in order to implement tailored solutions.