Natura is the default for a lot of Brazilian beauty buying, but the friction has built up. App-direct prices rarely beat the consultant-only catalogue, headline promotions cluster around the campaign cycle (Ciclos) rather than week-to-week, and the refillable lines that anchor the sustainability story are inconsistent in stock outside major capitals. If Natura is no longer the obvious default for your perfume, skincare, or body care routine, several Brazilian and international apps cover specific parts of what people buy there.
This guide compares 7 Natura alternatives for Brazilian beauty shoppers in 2026. We mix direct Brazilian competitors, sister brands under the same parent (Natura&Co), international premium retailers, and the multi-brand marketplaces that often beat single-brand pricing.
Quick comparison
| App | Best for | Strength | Trade-off |
|---|---|---|---|
| O Boticário | Closest Brazilian competitor | Store coverage and Viva loyalty stack | Less sustainability messaging |
| Avon | Broad catalog at lower prices | Same Natura&Co group, deeper everyday range | Brand image less premium |
| Sephora | International premium brands | Beauty Insider perks and curated launches | Pricier than Natura |
| Beleza na Web | Multi-brand beauty marketplace | Professional hair and dermocosmetics | Local-brand depth is thinner |
| Época Cosméticos | Niche perfumery and Black Tag perks | Black Tag loyalty returns on repeat spend | Smaller catalog than Sephora |
| The Body Shop | Ethical body and skincare | Long-running cruelty-free positioning | Premium pricing tier |
| Mercado Livre | Cross-brand cosmetics in one app | Massive third-party catalog and ML Full delivery | Counterfeit risk on premium SKUs |
Why people leave Natura
The complaints are consistent across reviews, forums, and consultant-versus-app pricing comparisons.
- Consultant-routed pricing. The Natura consultor network is still the main commercial path. App-direct prices rarely match the discounts a consultant can stack with their own promo codes, so casual buyers feel they are paying the listed price while regulars pay less.
- Ciclo cadence. Headline promotions follow Natura’s Ciclos (campaign windows) rather than reacting to demand. Off-cycle, the app rarely flexes on Ekos, Kaiak, Tododia, or Essencial pricing.
- Refill availability. Refillable packaging is the centrepiece of the sustainability story, but stock is inconsistent in smaller cities. Refills sell out faster than full-size SKUs on the app.
- Active-ingredient skincare depth. Compared to dermocosmetics specialists, Natura’s retinol, vitamin C, and niacinamide ranges are thinner. Buyers chasing actives tend to add a second app.
- Rede Natura friction. The Rede Natura platform sits between buyers and consultants. Casual shoppers often end up with longer delivery windows than Natura’s direct app would suggest.
Which app should you choose?
- O Boticário if you want the closest Brazilian competitor.
- Avon if you want broader catalog at lower prices.
- Sephora if you want international premium brands.
- Beleza na Web if you want professional hair or dermocosmetics.
- Época Cosméticos if you want niche perfumery and Black Tag rewards.
- The Body Shop if you want ethical body and skincare.
- Mercado Livre if you want cross-brand cosmetics in one app.
1. O Boticário -- best Brazilian competitor to Natura
O Boticário sits on the same Brazilian beauty heritage tier as Natura, with a comparable catalogue across perfumes (Lily, Floratta, Elysée, Glamour), skincare (Botik), makeup (Make B.), and body care. The store network is denser than Natura’s consultant network in many capitals, which makes gift purchases and in-person sampling easier. Viva O Boticário, the loyalty programme, rewards consistent spending with points-back, free shipping, and birthday perks.
Where it falls short: Sustainability messaging is less developed than Natura’s refillable lines and Amazon-ingredient story. Per-item pricing has crept up over the last two years on mid-range perfumes and skincare.
Pricing: Free to download. Viva O Boticário free to join. Installments available on most categories.
Natura vs O Boticário: Boticário wins on store coverage, Viva loyalty stack, and Brazilian heritage perfumes. Natura wins on sustainability and refillable packaging.
Bottom line: Pick O Boticário when you want a Brazilian heritage brand with denser store coverage and a stronger loyalty programme.
2. Avon -- best for broader catalog at lower prices
Avon now sits under the same parent company as Natura (Natura&Co), but the buying experience is meaningfully different. The catalog spans mass-market makeup, lipstick, mascara, perfumes, body care, and personal care at prices below Natura’s app-direct tier. The consultant network is the brand’s traditional commercial path, but the app handles direct retail without forcing a Rede-style handoff.
Where it falls short: Brand positioning leans mass-market rather than premium. Quality consistency varies more across product lines than Natura’s flagship ranges.
Pricing: Free to download. Pricing below Natura on most everyday beauty categories.
Natura vs Avon: Avon wins on catalog breadth and entry-level pricing. Natura wins on premium positioning and sustainability messaging.
Bottom line: Pick Avon for affordable everyday beauty without the premium positioning markup.
3. Sephora -- best for international premium brands
Sephora’s Brazilian app carries the international premium beauty catalogue: Dior, Rare Beauty, Lancôme, NARS, MAC, Benefit, Fenty Beauty, Sol de Janeiro. The Beauty Insider programme rewards repeat buyers with free shipping, samples, and birthday gifts. Free shipping applies on all purchases for members.
Where it falls short: Pricier than Natura across most equivalent categories. Several international brands carry significant import markups in Brazil.
Pricing: Free to download. Beauty Insider free to join. Free shipping for members.
Natura vs Sephora: Sephora wins on premium brand range and international launches. Natura wins on Brazilian heritage pricing and refillable packaging.
Bottom line: Pick Sephora when you want international premium brands and reliable global launches in Brazil.
4. Beleza na Web -- best multi-brand beauty marketplace
Beleza na Web is the largest Brazilian multi-brand beauty retailer online. The catalogue covers professional hair lines (Wella, L’Oréal Professionnel, Kérastase, Schwarzkopf), dermocosmetics (La Roche-Posay, Vichy, CeraVe), and cult international brands. The loyalty programme returns points on repeat purchases.
Where it falls short: Brazilian local brand depth is thinner than Natura’s vertically integrated catalogue. App polish sits behind Sephora’s.
Pricing: Free to download. Loyalty programme rewards repeat purchases.
Natura vs Beleza na Web: Beleza na Web wins on professional hair, dermocosmetics, and active-ingredient skincare. Natura wins on brand-owned heritage perfumes and sustainability.
Bottom line: Pick Beleza na Web when you want professional or dermocosmetics brands Natura does not carry.
5. Época Cosméticos -- best for niche perfumery and Black Tag perks
Época Cosméticos pairs a broad beauty catalogue with the Black Tag loyalty programme, which returns points on repeat spend and unlocks exclusive launches. Niche perfumery is a strong category here, with brands beyond what mainstream retailers carry. The app handles online ordering with installment options.
Where it falls short: Catalog is smaller than Sephora or Beleza na Web. Several categories run thinner inventories.
Pricing: Free to download. Black Tag programme returns points and exclusive offers on repeat purchases.
Natura vs Época Cosméticos: Época wins on niche perfumery and loyalty depth. Natura wins on brand-owned perfume heritage and refillable sustainability.
Bottom line: Pick Época Cosméticos for niche perfumery and a loyalty programme that pays off on repeat spending.
6. The Body Shop -- best for ethical body and skincare
The Body Shop’s Brazilian app handles online orders for the brand’s body care, skincare, hair products, and home fragrances. The ethical positioning (cruelty-free, fair-trade ingredients, refillable packaging) has anchored the brand for decades. Pickup at the nearest store is available without shipping fees on qualifying orders.
Where it falls short: Premium pricing tier across most categories. Active-ingredient skincare runs thinner than dermocosmetics specialists like La Roche-Posay or Vichy.
Pricing: Free to download. Exclusive in-app coupons and free pickup at stores.
Natura vs The Body Shop: Both centre sustainability messaging, but The Body Shop’s cruelty-free positioning is more globally visible. Natura’s refillable lines and Amazon-ingredient story are stronger locally.
Bottom line: Pick The Body Shop when sustainability and global cruelty-free positioning matter as much as the product itself.
7. Mercado Livre -- best for cross-brand cosmetics in one app
Mercado Livre’s beauty category lists thousands of products across brands, including imported items that do not reach Brazilian retail directly. Third-party sellers compete on price, often beating brand-direct on the same SKUs. Mercado Livre Full handles fulfillment with same-day or next-day delivery in capitals.
Where it falls short: Counterfeit risk on premium brands. Stick to verified official stores and high-reputation sellers. Authenticity guarantees are buyer-verified, not brand-verified.
Pricing: Free to download. Free shipping on most Full orders above R$79.
Natura vs Mercado Livre: Mercado Livre wins on cross-brand pricing and imported items. Natura wins on authenticity guarantee, brand-direct support, and refill restocks.
Bottom line: Pick Mercado Livre when you know the brand and SKU and want a cheaper price than retail, on the condition you stick to high-reputation sellers.
How to choose
For a Brazilian heritage brand with denser stores and a tighter loyalty stack, install O Boticário. Pricing tier, brand recognition, and category coverage all sit close to Natura, with the Viva O Boticário programme adding compounding rewards for regular spending.
For broader catalogue at lower prices, Avon beats Natura on most everyday categories. Less premium positioning, more affordable execution, and the same Natura&Co parent on the back end.
For premium and international brands, Sephora is the cleanest experience. Beauty Insider perks compound for repeat buyers, and the international launch calendar reaches Brazil faster than most local retailers.
For professional hair, dermocosmetics, or active-ingredient skincare, Beleza na Web or Época Cosméticos carry brands Natura does not.
For ethical body care with global brand recognition, The Body Shop has the longest-running cruelty-free positioning in the category, and the Brazilian app handles store pickup well.
Stay on Natura if you specifically want refillable packaging, Amazon-sourced ingredients (Ekos), or the perfume heritage from Kaiak, Tododia, and Essencial. The B Corp certification and consultant relationships also genuinely matter to a segment of buyers. For everything else, the alternatives above cover the ground with more variety, lower prices, or sharper specialisation.
FAQ
Is O Boticário cheaper than Natura? At app-direct prices, the two sit close. Natura’s consultor network can stack discounts that beat O Boticário’s retail, but casual app buyers usually find O Boticário’s headline promotions more accessible.
What is the best international brand alternative to Natura? Sephora carries the broadest premium international catalogue in Brazil. The Body Shop competes on ethical positioning. Beleza na Web covers professional hair and dermocosmetics that Natura does not stock.
Can I buy Natura products on Mercado Livre? Yes, through third-party sellers. Authenticity is buyer-verified, so stick to high-reputation stores and check seller ratings on cosmetics specifically.
Is The Body Shop more sustainable than Natura? Both anchor their brands in sustainability, but the messaging differs. Natura emphasises Amazon-sourced ingredients, refillable packaging, and B Corp certification. The Body Shop emphasises cruelty-free testing and fair-trade community sourcing. Neither is objectively greener, the positioning targets different buyers.
What do Brazilians use besides Natura for perfumes? O Boticário, Avon, Sephora, and Época Cosméticos cover most perfume buying. Mercado Livre often beats retail pricing for buyers who can verify authenticity through seller reputation.
Are Natura and Avon the same company? They sit under the same parent group (Natura&Co), but they operate as separate brands with separate apps, separate catalogues, and separate pricing tiers. Avon positions mass-market and lower-priced, Natura positions premium and sustainability-led.