Problem

Plastic waste represents one of the greatest environmental threats our planet faces today. In addition to its environmental impacts, plastic waste also has long-term economic effects, impacting sectors such as fishing, tourism, and public health. Addressing this issue requires a holistic approach, including reducing plastic consumption, implementing efficient recycling systems, and developing sustainable alternatives.

Solution

Together with The Bakery, Natura launched the Natura Innovation Challenge, a collaborative initiative that, in its first edition, tackled one of the company’s greatest environmental challenges: eliminating waste generated by packaging.

Developments

Natura’s reverse logistics program emerged from these connections. It involves consumers, consultants, and startups born from the open challenge. Since 2020, Natura has transformed its physical stores into collection points for packaging, promoting proper disposal, fostering circularity, and reducing the environmental impacts associated with this waste. To date, over 50 tons have been collected.