Natura appoints Alessandro Carlucci as new CEO
A significant chapter is closing and an exciting new phase is about to begin for the Brazilian beauty giant, Natura. The company has announced a major leadership transition, ushering in a new era focused on accelerating growth and expanding its footprint across the continent.
João Paulo Ferreira steps down from the role of CEO after a decade of steering the company. His tenure was marked by remarkable achievements, including tripling Natura’s revenue, strengthening leadership across Latin America, and successfully developing a sophisticated omnichannel business model. Under his guidance, the company established a powerful presence that included managing over 2.8 million beauty consultants, operating more than 1,200 stores, and achieving over R$1.5 billion in digital sales in 2025.
This period of robust growth and operational maturity paved the way for a strategic shift. The transition reflects a deliberate move from an intensive period of corporate simplification and restructuring toward a renewed cycle of aggressive expansion and innovation.
To lead this next chapter, Natura has appointed former CEO Alessandro Carlucci as its new Chief Executive Officer, effective October 1st. Carlucci brings an extensive executive background, having previously led the group from 2005 to 2014, accumulating a 25-year executive career within the organization.
Carlucci will join the leadership team in a strategic role designed to accelerate the company’s existing strategy, leveraging his experience to drive further expansion across Latin America. Fábio Barbosa will assume the role of Chairman, ensuring continued strategic oversight.
This move signals a commitment to leveraging deep executive experience to maximize potential. By bringing Carlucci back to the helm, Natura is positioning itself not just for stability, but for a dynamic and accelerated future where established success meets ambitious new growth objectives.
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