THE WHAT? Natura is shutting down its US operations and discontinuing its subscription programme as part of a strategic restructuring.
THE DETAILS The company will close its subscription service on May 31 and fully exit the US market by June 30.
The move follows a broader restructuring, including the divestment of The Body Shop and Aesop in 2023, and the sale of its Avon operations in Russia earlier this year. Natura stated it will now concentrate on its core Latin American markets, where it aims to drive growth and sustainability, continuing to position itself around “conscious beauty and well-being.”
THE WHY? The exit reflects Natura’s strategic shift to streamline operations and focus on higher-growth, core regions after a series of divestments and portfolio changes.
Source: Direct Selling News
