Natura has announced a change in its executive leadership: after ten years in the role, João Paulo Ferreira will step down as the company’s chief executive at the end of September, the company said. The board of directors has appointed Alessandro Carlucci as his successor; he has served as chair of the board since 2025 and previously served as Natura’s chief executive from 2005 to 2014.
João Paulo Ferreira is stepping down as Natura’s CEO after a decade in the role – Cortesía
Fábio Barbosa, a member of the advisory board, returns as chair of the company’s board of directors.
During Ferreira’s ten-year tenure, Natura tripled its revenue, consolidated its position as the leader in the Latin American beauty market, and expanded its presence in Spanish-speaking markets.
The company came to operate more than 1,200 bricks-and-mortar shops across the region, has 2.8 million direct-sales consultants and, in 2025, generated more than 1.5 billion reais through its digital channels, which include e-commerce, marketplaces and social commerce.
“In this new phase, with Natura’s foundations re-established and in a highly competitive environment, the focus will be on accelerating the execution of the strategy already under way,” said Carlucci on his return to the company’s chief executive role.
Founded in 1969, Natura currently operates in 14 countries across Latin America and distributes its products through more than 3 million consultants in the region, the company said.
