After 46 years of a strategy focusing on direct sales only, Brazilian cosmetics giant Natura is now betting on traditional retail with the opening this week of its first own store at the Morumbi Shopping Mall in Sao Paulo.

The first Natura shop in the Morumbi shopping mall in Sao Paulo. (Photo: ©...

The first Natura shop in the Morumbi shopping mall in Sao Paulo. (Photo: © Natura)

The 68m2 shop was designed by architect Ricardo Campos from the agency Santa Irreverência, headquartered in Rio de Janeiro.

The company announced this strategic move last year. Natura’s foray into traditional retail also includes the opening of small kiosks in shopping malls as well as a partnership for the sale of its products in the Raia Drogasil drugstore chain.

The 68m2 shop was designed by architect Ricardo Campos from the agency...

The 68m2 shop was designed by architect Ricardo Campos from the agency Santa Irreverência in Rio de Janeiro. (Photo: © Natura)

So far, the only Natura own shop was located in Paris, France.