Natura announced a major transition in its executive leadership. João Paulo Ferreira will step down as CEO at the end of September after a 10-year tenure—a decade during which Natura tripled its revenue, established market leadership in Latin America, and gained recognition as the world’s most sustainable brand.
The Board of Directors has named Alessandro Carlucci to succeed Ferreira, effective October 1st. Carlucci, who served as Chairman and has been on the Board since 2025 closely overseeing operations, spent 25 years as an executive at the company and previously served as Natura’s CEO from 2005 to 2014. Fábio Barbosa, a member of the company’s Advisory Board, returns as Chairman of the Board.
This transition marks the end of a pivotal operational consolidation period during which Natura implemented fundamental changes to pave the way for future growth. Under Ferreira’s leadership over the past decade, the company evolved into an omnichannel power, expanded across Spanish-speaking markets, and tripled its revenue. In addition to leading direct sales in the region with 2.8 million beauty consultants, Natura built one of the sector’s largest physical retail networks, boasting over 1,200 stores. It also generated over R$ 1.5 billion in digital channels in 2025 through e-commerce, marketplaces, and social commerce platforms.
Chairman Fábio Barbosa highlighted that Natura has simplified its corporate structure and returned to its roots in recent years, driving smooth transitions across cycles. “We refreshed our Board composition while supporting a deep modernization of the company’s operating model. João Paulo supported us through every step of this journey, and we are profoundly grateful for his leadership and dedication. His legacy is permanently etched in Natura’s history,” stated Barbosa.
“We are also thrilled to welcome Alessandro Carlucci back to executive leadership. The expertise he has gained over the past 12 years, paired with his deep-rooted Natura DNA, brings together the ideal blend of heritage and innovation to drive a new era of expansion on the strong foundations left by João Paulo,” concluded Barbosa.
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