Ucuuba means the “butter tree” because its red seeds are the source of a naturally hydrating and healing balm rich in essential fatty acids (All photos: Natura)
More modern apothecaries are peddling skincare with ingredients harvested from nature as consumers continue to develop greater appreciation for sophisticated skincare routine. Korean and Japanese beauty conglomerates may be strongly anchored in tradition but Natura, the largest Brazilian cosmetics brand that began in 1969, is backed by a wealth of natural ingredients from the Amazon forest.
Founded by Luiz Seabra, who opened his first store in the traditional Oscar Freire shopping street in São Paulo, Natura finally established its presence in Asia with the opening of a pop-up store in Sunway Pyramid on October 4. Malaysia was a natural choice for the brand’s expansion as Brazil shares the same hot and humid weather, making their products highly relatable to consumers in our country.
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Natura also owns some of the brands you’re already familiar with, including Australian skincare Aesop (acquired in 2015), the iconic British company The Body Shop (2017), as well as Avon this year. The newcomer to Malaysia, targeting a wider demographic, will offer more than 300 items from its portfolio under brands like Ekos, Chronos, Lumina, Mamã e Bebê and Natura Homem.
Sustainability is at the heart of this Brazilian giant, which develops formulas with safe, natural and renewable ingredients from the forests. The research department works together with local forest communities to extract ingredients in a sustainable manner, ensuring opportunity, well-being and income for all.
For example, the ucuuba tree, born close to the waters in Amazonia, was about to be extinct until researchers discovered its fruits with seeds that produce a naturally hydrating balm. Ucuuba trees are traditionally prized for their sturdy trunks as they yield strong but lightweight wood used for making broomsticks, stakes and door frames. People were cutting down the trees haphazardly, thus greatly depleting this unique resource until researchers intervened and conveyed the value of the trees’ seeds to the locals.
Long committed to using Amazonian ingredients and engaging in fair trade with the local communities, Natura also prioritises the use of post-consumer recycled and renewable materials in their packaging that encourages consumers to purchase refills without throwing out their jars. From 2000 until today, the brand has contributed to conserving 1.8 million hectares of standing forest – an area equivalent to 74 cities the size of Kuala Lumpur.
For the next three months, the Natura pop-up store at Sunway Pyramid will be hosting an immersive beauty experience, which includes a skincare interactive wall that enlightens you about the brand, free skin and hair analysis, a fragrance personality analyser to pick out your favourite scent, and a pampering hand massage accompanied with a VR adventure through the Amazon forest.
Natura will be moving into a physical store soon.
Find the pop-up store at the Water Feature on ground floor at Sunway Pyramid or check out their products here.
