The eco-friendly cosmetics giant Natura remains the most valuable retail brand in Brazil. Among its main strengths are the clarity of its brand proposition and the consistency of the customer experience it delivers—even in a tough economy. From its clear and relevant name to its inspiring campaigns and music sponsorships, everything produced by Natura relates to its reason for being. As a result, it is recognized for its ethics, sustainable practices, and for promoting wellness in Brazil and beyond. As innovative as it is ethical, Natura’s large investments in R&D have paid off handsomely, garnering the company numerous awards and even earning it a 10th place spot on Forbes’ The Most Innovative Companies in the World ranking.