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.


Oriflame’s Innovative Plant Stem Cell Technology

 (Photo Business Wire)

Luxembourg-based Oriflame Cosmetics has announced significant investment in pioneering plant stem cell technology. The company is cultivating its own cell cultures, an innovative technology that will enable Oriflame to source raw materials in the formulation of its beauty products.

As part of its ongoing commitment to sustainability, Oriflame began working on the technology in December 2012. The company has built a state-of-the-art Plant Cell Culture Laboratory and collaborated with Swedish biomanufacturing company In Vitro Plant-Tech to develop the cell cultures. Oriflame’s new capabilities will support its efforts to:

  • Reduce water consumption.
  • Conserve natural resources.
  • Protect biodiversity.
  • Increase quality and purity.

“Oriflame strives to innovate through science, explore new ingredients and seek new ways to bring nature’s goodness to our products in a sustainable manner. The use of plant stem cells reflects our core identity of fulfilling dreams in a natural, progressive and ethical way,” said Dr. Alain Mavon, Oriflame’s Skin Research Director.

Read more on Oriflame’s use of plant stem cell technology.

Avon’s Hello Green Tomorrow Tops $5.5 Million


Avon Products Inc. recently announced that the Avon Hello Green Tomorrow project, a global fundraising and mobilization program, has topped $5.5 million since its 2010 launch, including $2 million raised in 2012 alone. Avon has contributed the funds to The Nature Conservancy (TNC) and World Wildlife Fund (WWF) to tackle deforestation in Brazil and Indonesia, which are recognized as two of the most critical “hot spots” for deforestation worldwide.

Hello Green Tomorrow raises funds through the sale of special products in more than 50 countries by Avon Sales Representatives and online on Avon eCommerce sites. The company contributes all proceeds to help restore the Atlantic Forest in Brazil, in partnership with TNC, and the tropical forests of Indonesia, with WWF. These forests are among the most threatened in the world, and are important for mitigating climate change, supporting biodiversity and providing for the health and economic well-being of millions of people.

Avon, the company for women, is a leading global beauty company, with nearly $11 billion in annual revenue. As one of the world’s largest direct sellers, Avon is sold through more than 6 million active independent Avon Sales Representatives in over 100 countries.