A renowned cosmetics brand joins a leading e-commerce company

Some well-known cosmetic brands grew thanks to catalog sales . This had advantages for the buyer, who could receive personalized advice, and for the sellers (generally both women), because it allowed them to earn their own income or supplement it with another. However, Natura decided to take the plunge into online sales and launched its official store on Mercado Libre Argentina .

In this way, they seek to consolidate their sales ecosystem and strengthen their omnichannel strategy in the country. The Brazilian firm, a leader in beauty, personal care, and sustainability, is committed to expanding its reach by combining digital and physical channels, as well as its traditional network of Beauty Consultants.

Joining the region's leading e-commerce platform will allow Natura to offer its catalog—with more than 290 products certified as cruelty-free, vegan, and with recyclable packaging—to millions of users, with nationwide delivery and the benefits of the Mercado Libre ecosystem: fast shipping and secure purchasing.

“Being where the consumer is is key for us,” said Santiago Del Giudice , Digital Commerce, Retail, and Growth Manager at Natura Argentina . “This alliance allows us to continue innovating and bringing our products to the consumer in the way, place, and time that each person prefers,” he added.

Direct or catalog sales. / Archive

Direct or catalog sales. / Archive

The brand already had its own e-commerce site , 14 physical stores and stands across the country, and a community of more than 300,000 Beauty Consultants . With this new venture, Natura seeks to expand its reach with new audiences, strengthening its business model based on complementary channels .

From Mercado Libre, Fashion & Beauty Director Laura Manzione highlighted Natura's arrival as part of a plan to transform the platform into the country's leading digital beauty destination. "This alliance expands our offering with products that combine personal care, sustainability, and respect for biodiversity," she stated.

The announcement is part of a context where e-commerce is increasingly part of everyday consumption among Argentines, and traditional brands are seeking to adapt to maintain their competitiveness and grow in new formats .