Yesterday, Natura & Co released its fianncial report of Q1 in 2025. Natura & Co has significantly narrowed its losses in the first quarter of 2025, buoyed by a strong trading period and continued progress in its regional simplification strategy. The Brazilian cosmetics group reported consolidated revenues of R$5.3 billion, a 12.2% increase compared to the same period last year. Including R$1.4 billion in contributions from Avon International, total revenues reached R$6.7 billion.
Net losses for the quarter fell sharply to R$151 million—an 84% improvement from the R$935 million reported in Q1 2024. The turnaround reflects solid growth across key markets, particularly in Latin America, and the ongoing integration of Natura and Avon operations under the company’s multi-year simplification plan.
The core Natura brand performed strongly, with revenues rising 8.2% in Brazil and 38.4% across Hispanic countries. In Brazil, growth was fueled by robust same-store sales and an accelerated pace of store openings—Natura now operates 149 owned stores in the region, 34 more than a year ago.
Digital channels also contributed to the momentum, with online sales climbing 34.7% year-on-year.
Now in its second phase, dubbed ‘Wave 2,’ the strategy focuses on operational efficiencies and profitability gains, with reinvestment targeted at marketing and other strategic priorities. “Latin America’s performance this quarter contributes to our ultimate goal of achieving year-on-year expansion of the recurring EBITDA margin by the end of 2025,” said CEO João Paulo Ferreira.
Ferreira noted that efficiencies from Wave 2 will be reinvested in a more balanced manner than in previous years, adding that the transformation phase in Mexico and Argentina is expected to conclude in 2025. “As a result, the transformation cost cycle will end this year and should not exceed the total recorded in 2024,” he said.
