This approach not only seeks to reduce environmental impact, but also restore nature while encouraging sustainable practices in consumers and its own value chain.
In a global context where sustainability is positioned as a central value, Natura, with more than 30 years in Argentina, reaffirms itself as a pioneer in the implementation of regenerative and circular practices that go beyond the conventional.. Verónica Marcelo, General Manager of the company in the country, explains that sustainability is not only a business strategy, but a transversal axis in all the company’s decisions: “Each product we launch must have a lower impact than its predecessor. “We seek not only to reduce the damage, but to improve what already exists.”
Regenerative cosmetics: the case of Biome
A recent example of this approach is the launch of Biome, a line that redefines traditional cosmetics with solid, vegan and 100% natural products. This project not only eliminates the use of plastics, but also uses recyclable paper packaging and compostable bioresin supports that transform methane gas into reusable materials.. Additionally, palm oil, a key ingredient, comes from a pioneering agroforestry system that regenerates eroded soils and generates sustainable income for local communities. According to Marcelo, “Biome is a symbol of how cosmetics can be a tool to regenerate ecosystems and promote a more balanced future.”
Additionally, the line includes products such as shampoos and solid soaps, which reduce water consumption by up to 80% during manufacturing.
National production and circular economy
In parallel, Natura took a significant step in the local circular economy with its Tododia line. In collaboration with organizations such as Reciclar and Cempre, the company developed packaging with 100% recycled PET recovered in Argentina. This advance not only reduces dependence on imports, but also promotes a more robust local infrastructure for recycling.
Marcelo highlights that this collaborative model not only transforms environmental challenges into business opportunities, but also positively impacts communities. In this framework, The firm recovered 90 tons of plastic to produce 600,000 units of body moisturizers, promoting circularity and regeneration at each stage of the process.
Natura’s commitment does not end in production. YesAccording to an internal analysis, the greatest environmental impact is generated after consumption, in homes. To face this challenge, the company implements education campaigns and encourages responsible habits, such as the efficient use of water and the reuse of packaging. “Our products are vehicles to educate and empower consumers in sustainable practices,” says Marcelo.
A concrete example is the children’s line, whose packaging is designed to teach children to take care of resources such as water, promoting a sustainable mentality from an early age.
In short, Sustainability at Natura is not just an objective, it is a philosophy of regeneration that encompasses its entire value chain. From the implementation of agroforestry systems in Brazil to the strengthening of local chains in Argentina, The company demonstrates that it is possible to integrate profitability and respect for the environment. In Marcelo’s words, “it’s not just about being sustainable, but about giving back more to nature than we take.”
Source: Ambito
I am a 24-year-old writer and journalist who has been working in the news industry for the past two years. I write primarily about market news, so if you’re looking for insights into what’s going on in the stock market or economic indicators, you’ve come to the right place. I also dabble in writing articles on lifestyle trends and pop culture news.
