●●○ medium
There is no confirmed −; independently verified + decide the position (A). No unreachable strike-through.= non-additive meter
Natura Cosméticos S.A. (Natura &Co): Cosmetics born from the Amazon's ‘standing forest'. The old Amazon economy rewarded cutting the forest — cattle, timber. Brazil's largest cosmetics company, Natura (founded 1969; direct sales by about 3.5 million consultants), set the opposite idea at the core of its Ekos line (from 2000): floresta em pé (standing forest) — a living tree is worth more than a felled one. It sources about 40–45 Amazonian ingredients — Brazil nut, açaí, ucuúba, andiroba, murumuru, copaíba — as seeds and oils from about 44 Indigenous and extractivist communities (about 7,000–11,000 families), investing in equipment, training, and good practices. The Ekos supply chain is certified by the Union for Ethical BioTrade (UEBT). It has been carbon-neutral since 2007, and in 2014 became the world's first publicly listed company to obtain B Corp certification (B Impact score 135 / median 50.9), maintaining it since. The letter is A; certainty is medium. Unconfirmed concerns are placed under “Watching.” (As of 2026-Q2; estimate based on public information.)
Main narrative
The old Amazon economy rewarded cutting the forest — cattle, timber. Brazil's largest cosmetics company, Natura (founded 1969; direct sales by about 3.5 million consultants), set the opposite idea at the core of its Ekos line (from 2000): floresta em pé (standing forest) — a living tree is worth more than a felled one.
It sources about 40–45 Amazonian ingredients — Brazil nut, açaí, ucuúba, andiroba, murumuru, copaíba — as seeds and oils from about 44 Indigenous and extractivist communities (about 7,000–11,000 families), investing in equipment, training, and good practices. The Ekos supply chain is certified by the Union for Ethical BioTrade (UEBT). It has been carbon-neutral since 2007, and in 2014 became the world's first publicly listed company to obtain B Corp certification (B Impact score 135 / median 50.9), maintaining it since.
One person’s story (N1)
+ before → after
Amazon extractivist communities that once could earn only by clearing forest for cattle or timber now gather ucuúba and andiroba seeds without felling trees and sell them to Natura (Ekos). The ripe red seeds of ucuúba form a “floating carpet” on the flooded forest floor — and become a cosmetics ingredient, so a standing tree becomes a source of income. Because keeping trees sustains their livelihood, the forest is left intact.
Source nature: Knowledge@Wharton / Pongeluppe / P1 academic (peer-reviewed). Positive effects are not used to offset negatives.
Positive / negative effects
+ effects
- Research by the Wharton School of the University of Pennsylvania (Pongeluppe) compared areas where Natura operates with those where it doesn't, using 2000–2018 satellite data, and showed that Natura's involvement led to a shift to forest-friendly farming and curbed deforestation (independent causal evidence). The Ekos supply chain is UEBT-certified, the Ellen MacArthur Foundation features it as a circular-economy case, and Corporate Knights' “Global 100” has listed it. The B Corp score is 135 (median 50.9).P1 academic (peer-reviewed) / Knowledge@Wharton / B Lab / UEBT / Ellen MacArthur Foundation
− effects (confirmed)
- No confirmed −.
- Independent verification of protected/restored area; the ratio of biodiversity ingredients and palm-oil etc. sourcing; alignment with the whole group (Avon, etc.)
A second look
Figures like “X million ha of forest protected” originate from company reports and vary by source (what is independently verified is mainly the “direction of reduced deforestation,” not a specific area). Biodiversity-derived ingredients are only a few percent even in Ekos formulas, and soap bases use palm oil too, so the weight of “Amazon-derived” has limits. It is a giant company owning Avon and others, so aligning the group's overall business (including acquired firms' disputes) with this brand's narrative needs care.
Sources
How to read this assessment
- Reachable upper bound (ceiling): a confirmed − sets the ceiling, and independently verified + decide the position within it. + do not cancel out −.
- The weight of evidence is not symmetric: only confirmed − are counted; the volume of disputes or allegations goes under “Watching.” + are counted from independent evidence, while an organization’s own PR is treated as “reference.”
- Size is not value: scale is not used in the assessment. Matters that stay within money or competition—investors, shareholders, sanctions, trade secrets—are also excluded.
- The letter (assessment) and certainty (how reliable the information is) are separate axes.
This is a translation; the Japanese version is authoritative. The assessments here are generated automatically by AI based on published criteria. The operator does not alter individual results. Because they are AI-generated they may contain errors, and they are opinion and commentary, not statements of fact. Where evidence is insufficient, the entry is marked “On hold.” Requests for correction are accepted via the form.
Terms: Narrative Value = an assessment (A–G) of the distance between the story an organization tells and its reality / Ceiling meter = a visualization of the reachable upper bound / Watching = unconfirmed matters not counted / Protected stakeholders = people, animals, nature, and future generations. | Generated by: AI | As of: 2026-Q2 | Back to top