The Brazilian cosmetics company Natura & Co has announced plans to introduce a franchise business model in Mexico, starting mid-2025.

The company says the move is part of a broader strategy to strengthen its sales force in the region.  It mirrors successful implementations of the model in other markets, including Brazil, Colombia, Chile, Ecuador and Peru.

Jans Werner, General Manager of Natura Mexico, emphasised the company’s focus on investment and training to ensure the model’s success. “The first franchises will be led by our current leaders,” Werner said.

“They will be the pioneers who will have the opportunity to start the first franchises. We are confident that they know the brand and the products and will represent us well.”

The company has invited 30 existing brand leaders in Mexico to pilot the franchise model.

Mexico is Natura’s most significant market after Brazil, and will adopt a localised version of the franchise format used globally.

This includes adapting the layout and operation of its current retail stores to suit the preferences of the Mexican market.

With over 1,500 active franchise brands, Mexico ranks as the fifth-largest franchise market globally and offers a promising landscape for expansion.