Natura & Co Rainforest regeneration program

Natura's sustainability initiative transforms ingredient sourcing from the Amazon rainforest from extraction to regeneration. The program combines indigenous knowledge, scientific research, and community economic development to create a closed-loop system that preserves biodiversity while producing high-performance beauty ingredients.

Product innovation

The program incorporates several innovative approaches:

• Phyto-restoration techniques that rebuild degraded forest areas while cultivating cosmetic ingredients.

• Scientific monitoring systems that quantify carbon sequestration, biodiversity impact, and ecosystem services.

• Blockchain-based transparency platform that traces each ingredient from harvest to finished product

Focuses on the growing concern about the beauty industry's environmental impact, particularly regarding biodiversity loss and deforestation. The program creates a competitive advantage by establishing Natura as a leader in regenerative beauty, creating ingredients with compelling sustainability narratives while ensuring long-term supply chain resilience.

According to company data, products featuring Rainforest Regeneration Program ingredients showed 28% higher consumer preference in blind testing and 36% higher purchase intent when the regenerative story was shared.

Development

Natura has a long story with the Amazon Program, established in 1999, but was significantly expanded and formalised under Natura & Co's broader sustainability strategy.

The concept emerged from recognition that conventional "sustainable harvesting" was insufficient to address the Amazon's rapid degradation.

The development involved extensive consultation with indigenous communities, environmental scientists, and governmental agencies. The program established new models for benefit-sharing with indigenous communities, ensuring fair compensation for traditional knowledge.

Natura invested in dedicated research facilities within the Amazon region and created specialised supply chain infrastructure to support the program.

Trend

This innovation aligns with the "Regenerative Beauty" trend identified in Mintel's 2024 Sustainability in Beauty forecast, which distinguishes between sustainable practices (reducing harm) and regenerative approaches (actively improving ecosystems).

According to Euromonitor International data, beauty products with regenerative claims grew by 76% in 2022-2023, albeit from a small base. A Nielsen global sustainability survey found that 72% of beauty consumers expressed willingness to pay more for products that contribute positively to environmental regeneration, with particularly strong interest among Gen Z (83%) and Millennial (78%) consumers.

Launch Details

Place of launch: Initiated in Brazil with ingredients subsequently incorporated into global product lines

Date of launch: Program formally launched January 2022

Corporate investment: $120 million over five years