Natura cosmetics looks to the future, with new CEO

By Deanna Utroske

- Last updated on GMT

Brazil's direct sales beauty company Natura cosmetics names new CEO

Related tags Management Corporation

Following Roberto Lima’s resignation, the beauty company has appointed a successor and is continuing with its current strategy into the New Year.

In the last full week of October 2016, the Natura cosmetics board of directors accepted the resignation of CEO Roberto Lima. Lima had been at the helm of the São Paulo, Brazil  ̶ based direct-sales beauty company since late 2014 and on the board since 2012.

That was then

Very little information is circulating about the change of leadership at Natura. The board, in a brief statement announcing Lima’s end of term, did however take pains to highlight that, “during his tenure as CEO of the Company, Roberto formed a solid Executive Committee and delivered important projects that included the digitalization of the business, the entrance into new channels and the repositioning of the Natura brand.​”

It’s a foundation that Natura seems poised to build on despite the country’s current challenging economic situation.

This is now

Gonçalves Ferreira was swiftly appointed as the company’s new CEO. Ferreira has been with company for several years. His most previous post was as Natura’s commercial vice president. In that role he led manufacturing, supply chain, and international operations as well as the company’s sustainability efforts.

He is to pick up where Lima left off. According to a brief item on, “he is tasked with accelerating implementation of the company’s growth strategy, which includes revitalizing Natura’s direct sales business, streamlining the portfolio, and maintaining the pace of international growth.”

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