Natura, a Brazilian cosmetics company, has announced the successful sale of its Avon operations in Russia to the Arnest Group for 26.9 million euros (approximately 166.2 million Brazilian Reais). The transaction was finalized through Natura's fully owned indirect subsidiary, Avon Netherlands Holdings II B.V., with the payment received on February 17, 2026. This move is part of Natura's strategy to streamline its corporate structure and reallocate resources toward growth opportunities in Latin America.

This sale marks a continuation of Natura's efforts to simplify its operations. In September of the previous year, the company sold Avon’s operations in six Central American countries, including Guatemala, Nicaragua, Panama, Honduras, El Salvador, and the Dominican Republic, for 22 million USD. By divesting from markets outside its core focus, Natura aims to enhance profitability and streamline its brand integration efforts in its primary markets, particularly in Latin America.

The implications of this sale suggest that Natura is prioritizing its presence in Latin America amidst shifting market dynamics. As it moves away from less profitable regions, the company can concentrate on integrating and expanding its core brands, potentially strengthening its position against local competitors. This strategic focus could lead to improved performance and growth in its targeted regions as consumer demand for its products evolves.