Natura’s Covid-19 impact offset by e-commerce sales uptick

The Brazilian beauty owner experienced a 225% boost in online sales across its brands compared with 2019

Brazilian beauty group Natura & Co has seen a 225% uptick in e-commerce sales in Q2, compared with 2019.

The company's Avon and Natura brands experienced a combined online sales increase of 150%, while The Body Shop saw a 230% boost.

But taking home the crown was Aesop with 430% growth in e-commerce sales.

Natura & Co’s Executive Chairman and CEO, Roberto Marques, said the group’s ability to accelerate its digital focus was key to the firm’s success, despite the Covid-19 pandemic.

“Our continued efforts to accelerate the digital transformation of our businesses enabled us to largely offset store closures, ensure business continuity and deliver market outperformance during a period in which much of the world faced continued lockdown measures.

“Every brand and business in the group became truly omnichannel during the second quarter and, given the circumstance, helped deliver a robust and competitive overall performance, both in terms of sales and EBITDA.”

He added: “To further develop our omnichannel model, we will continue making significant investments in digital and IT thanks to our successful capital raise.”

Natura has also turned its attention to social selling, which is said to have made “major advances”.

At the end of Q2 this year Natura has 889,000 consultant online stores, 65% more than the previous year, and orders are said to have nearly tripled during the three month period.

Despite the success of online, Natura & Co has not been completely unscathed by the pandemic as consolidated sales stand at R$7bn (Brazilian real), showing a 13% downturn compared with 2019.

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