Natura chooses Malaysia for Asian debut

Global cosmetics firm Natura has launched its business in Malaysia with a pop-up store in Sunway Pyramid, Petaling Jaya.

The pop-up store will serve to introduce the brand and its products to consumers via a series of interactive experiences, including a skincare interactive wall, free skin and hair analysis, a fragrance personality analyzer, and a pampering hand massage during a VR adventure through the Amazon forest.

In Malaysia, Natura products will be available to customers through the brand’s online store, with plans to launch a social selling channel now underway. The brand also engages in relationship selling and will open physical stores.

Around 300 items from the Natura portfolio will be offered under the brands Ekos, Chronos, Lumina, Mamae e Bebe and Natura Homem – as well as fragrances from the Brazilian Perfumery House. All the firm’s products are 100 percent vegan.

“We see great opportunity for Natura in Malaysia, with its millions of diverse consumers which have for decades been purchasing through many different channels,” said Natura International head Daniel Silveira. “We are confident that our omnichannel strategy will be well-received in Malaysia, bringing a wide variety of products to customers as well as providing a great platform for growth for our business across the region. More importantly, we are excited about working with local partners across Asia as a force for change to build a more sustainable future.”

The brand is now looking at building its business across Asia. Last year Natura bought the Australian skincare brand Aesop, which already has an extensive network of stores across Asia.