NEW YORK — NaturaBrasil has set up shop in the U.S.The São Paulo-based Brazilian direct-sell beauty giant last week opened its first U.S. brick-and-mortar store at 240 Elizabeth Street here.The 960-square-foot space houses 85 stockkeeping units across the bath, body and hair categories, all of which feature hero ingredients indigenous to the Amazon, including cacao, maracuja, acai and castanha. Prices range from $10 for a bar soap to $50 for a body splash.The targeted assortment was plucked from Natura’s wide array of products, which include skin care, fragrance and baby, and the sku count is expected to increase to 120 in the next two years. An e-commerce site is set to launch in May.Natura’s U.S. expansion and the opening of a brick-and-mortar store are part of a larger strategy to increase multichannel sales over the next five years, as WWD reported in December. The company is set to open five stores in 2017.While Natura is one of the leading players in Brazil — the parent, Natura Cosméticos, tracked sales of $2.3 billion last year — it has reached a peak of sorts there in terms of its growth, hence the international expansion.“In Brazil, Natura is so big — it’s like Shiseido in Japan,” said Roger Schmid, innovation adviser and manager of Natura’s The Hub think tank, what the company calls its office here. “They know they can’t grow much more in Brazil, so they’re doing the rest of Latin America, and now is the right time to go into the U.S.”Schmid also noted that he believes the company’s commitment to sustainability — Natura works with local communities around Brazil to grow and harvest ingredients with minimal damage to the environment — will appeal to the U.S. consumer.“We’re part of the big core — Patagonia, Eileen Fisher, Ben & Jerry’s — that are doing good,” said Schmid.There are no confirmed plans, but Schmid said a second brick-and-mortar store in a high-traffic U.S. mall is potentially in Natura's future.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)