Why did Natura leave behind plans to conquer the world

The plan seemed perfect. After establishing itself as one of the largest cosmetics and perfume companies in Brazil, Natura decided to expand internationally. In 2012, it took the first step by acquiring the Australian brand Aesop. Five years later, it went further: it bought the British company The Body Shop. The ‘crown jewel’ was the acquisition of one of its main direct selling competitors, Avon, in 2019. On Thursday (19), the dream of becoming a global giant came to an end, with an outcome already anticipated (and even desired) by the market. Natura has disposed of almost all the acquired brands and announced the sale of Avon International for a symbolic value of £1 (about R$7). When asked to comment on the latest step in this journey and its future plans, focusing on Latin America, Natura did not grant an interview.