Natura Becomes World’s Largest B Corps Certified Brand

Natura Cosméticos, Brazil’s leading cosmetics, fragrance and toiletries maker, has built its business on a commitment to sustainable development. The brand’s purpose-driven practices emphasize respect for and preservation of the planet, as well as a strong sense of social responsibility. Pursuing that core philosophy, Nature has now become the largest—and first publicly traded—company to attain B Corps certification.

The nonprofit B Lab certifies B Corporations for voluntarily meeting rigorous standards of social and environmental performance, accountability, and transparency. More than 1,000 Certified B Corps across 33 countries and more than 60 industries are currently working to give new meaning to success in business.

Like its fellow B Corps, Natura leverages the power of business to solve social and environmental problems. For example, the company has long used refill packaging with less than half the environmental impact of conventional versions, and consistently works to reduce its consumption of water, energy and raw materials. Natura is also working to preserve Brazil’s biodiversity through a research program in partnership with Brazilian universities. A focus on people and place has led Natura to build “equitable” relations with numerous traditional communities to obtain ingredients found in local flora.

Natura joins two other large, high-profile businesses recently added to the B Corps ranks. Crowdfunding platform Kickstarter and energy company Green Mountain Power both announced certification earlier this month. With these latest additions—Natura is a 7,000-employee company with $2.65 billion in net sales last year—B Corps has added considerable heft to its community of small, privately owned companies.

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Direct Selling News Magazine has been serving direct selling and network marketing executives since 2004. Each issue of Direct Selling News offers content on topics that shape the dynamics of our industry.

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