DAVID has been appointed the new Agency of Record (AOR) for Natura in the United States, marking an exciting new chapter in the Brazilian beauty giant’s expansion into the largest beauty market in the world. The partnership kicks off with the launch of their first creative campaign together, introducing the power of Natura’s sustainably sourced Brazilian Amazon bioactives to the U.S. audience’s self-care routine.
The new campaign features a series of films and social media assets that introduce U.S. consumers to four of Natura’s signature bioactives sourced from the Brazilian Amazon: açaí, maracujá, tukumã, and castanha — ingredients kept in their original Portuguese, with a playful take on their pronunciation.
Natura is already present in the U.S., with strong and consistent growth across its digital channels. With increasing momentum and growing consumer interest in natural origin formulas conscious beauty, the company decided it was time to invest in a more structured marketing and communications strategy — anchored by a creative partner that shares its values. “The U.S. beauty market is the largest in the world and full of consumers looking for innovation, meaning, and transparency. Natura offers all three, and we believe now is the time to tell that story more intentionally,” said Erik Volavicius, General Manager Natura US.
For U.S. audiences, the brand will focus on its Amazon-sourced bioactive ingredients and pioneering sustainability efforts. Natura has invested over US$ 400 million since 2010 to protect 2 million hectares from deforestation and has been carbon neutral since 2007. As the first major B Corp-certified beauty company, Natura is uniquely positioned to resonate with Gen and Millennial consumers who are looking for authenticity and impact.
In the U.S., the brand will focus its product portfolio on premium bath and body care, haircare, skincare, fragrance, and mom & baby lines. Distribution is primarily through e-commerce, including natura.com and Amazon. Natura will also launch on TikTok Shop in May, adding an exciting new sales channel to its U.S. strategy.
DAVID Miami will be responsible for strategy, creativity, and communication campaigns; media buying (through a WPP company); influencer programming; and social media platforms.
“Natura was looking for a creative partner with a truly global mindset — a team that not only understands the power of storytelling but also knows how to translate a brand’s purpose into a culturally relevant voice for the U.S. market,” said Carolina Vieira, North America Managing Director at DAVID. “For DAVID, it’s an honor to help a brand like Natura grow in the U.S. Choosing DAVID confirms that we’re a creative agency capable of helping brands not only win consumers but build fans — and ultimately move the needle for their business.”
This first campaign is just the beginning. Looking ahead, Natura plans to keep building awareness and brand love through content, storytelling, and activations — including a pop-up experience in Summer 2025 that will bring the Brazilian Amazon to life for American audiences.
