THE WHAT? Natura has launched an official store on Mercado Libre in Mexico as part of its broader omnichannel and digital expansion strategy.
THE DETAILS The Brazilian beauty company is leveraging Mercado Libre’s ecommerce, logistics and fintech infrastructure to improve product availability and expand reach across underserved regions in Mexico. While strengthening its digital presence, Natura said it will continue operating its hybrid commercial model, which includes more than 420,000 consultants, its own ecommerce platform and 14 physical stores. The move comes as Mercado Libre reported strong 2025 performance, with annual net revenue rising 39% year-on-year to US$28.9 billion and continued investments in logistics infrastructure, including new fulfilment and cross-docking centres across Mexico. Natura’s marketplace expansion reflects wider shifts within the direct sales sector as brands increasingly combine traditional consultant networks with digital commerce channels.
THE WHY? The launch highlights the growing importance of omnichannel retail and marketplace partnerships in Latin America as beauty brands adapt to changing consumer shopping habits and ecommerce growth.
Source: Mexico Business News
