Natura and O Boticário are the two Brazilian beauty brands most shoppers compare first. They cover overlapping ground (perfume, skincare, body care, makeup) and they reach buyers through different rails: Natura through its consultor network plus a direct app, Boticário through dense physical stores plus its Viva loyalty programme. When one of the two stops fitting, the next question is usually the same: which other Brazilian beauty apps look and feel like Natura or Boticário?
This guide compares 6 Brazilian beauty apps for shoppers who want brands in the same orbit. We name which anchor (Natura or Boticário) each one is closer to, so you can pick by the part you actually liked. For deeper single-brand pivots, see our Natura alternatives and O Boticário alternatives articles.
Quick comparison
| App | Closer to | Best for | Strength | Trade-off |
|---|---|---|---|---|
| Avon | Natura | Broad catalog at lower prices | Same Natura&Co group, mass-market reach | Brand image less premium |
| Sephora | Neither (premium tier) | International premium launches | Beauty Insider rewards and curated catalogue | Pricier than both anchors |
| Beleza na Web | Both (marketplace) | Professional hair and dermocosmetics | Brands neither Natura nor Boticário stocks | Less local-brand depth |
| Época Cosméticos | Boticário | Niche perfumery and loyalty perks | Black Tag returns on repeat spend | Smaller catalog than Sephora |
| The Body Shop | Natura | Ethical body and skincare | Long-running cruelty-free positioning | Premium pricing tier |
| Mercado Livre | Neither (marketplace) | Cross-brand cosmetics in one app | Massive third-party catalog and ML Full delivery | Counterfeit risk on premium SKUs |
What makes a brand feel like Natura or Boticário
The two anchors share a few traits that most Brazilian beauty shoppers test alternatives against. Five are worth naming before you pick:
- Brazilian heritage. Both brands lean on a long Brazilian story (Natura since 1969, Boticário since 1977) and use it in marketing. Buyers used to that often skip brands without a local provenance.
- Direct-sales or loyalty rail. Natura runs on consultores; Boticário on Viva. Casual shoppers feel the gap in price and perks when an alternative does not match either rail.
- Mid-tier pricing. Both sit above mass-market drugstore prices but below imported premium. Alternatives that miss this band tend to feel either cheap or expensive.
- Sustainability and refillable lines. Natura is the louder voice here (Ekos, refillable Tododia, Amazon-ingredient sourcing). Boticário matches less of this, but cruelty-free and recyclable packaging matter to many of the same buyers.
- Catalogue breadth. Both cover perfume, skincare, makeup, and body care under one roof. Single-category alternatives feel narrower.
The 6 apps below check at least two of these five. Each entry names which anchor it sits closer to so you can pick by what you actually wanted.
Which app should you choose?
- Avon if you liked Natura’s catalogue breadth but wanted lower prices.
- Sephora if you wanted international premium brands neither anchor carries.
- Beleza na Web if you wanted professional hair or dermocosmetics ranges.
- Época Cosméticos if you liked Boticário’s loyalty mechanics and want a perfumery-led catalogue.
- The Body Shop if you bought Natura mainly for the sustainability story.
- Mercado Livre if you know the brand and SKU and want a marketplace price.
1. Avon -- closest to Natura on catalogue and consultor model
Avon now sits under the same parent company as Natura (Natura&Co), which makes it the closest catalogue-and-consultor analogue available. The Avon Brasil app spans mass-market makeup, lipstick, mascara, perfumes, body care, and personal care at prices below Natura’s app-direct tier. The consultora network handles bulk relationships, but the app supports direct retail without forcing a handoff. If you liked Natura’s catalogue breadth and consultor structure but found app-direct pricing high, Avon is the obvious first stop.
Where it falls short: Brand positioning leans mass-market rather than premium. Quality consistency varies more across product lines than Natura’s flagship ranges (Ekos, Kaiak, Essencial).
Pricing: Free to download. Pricing below Natura on most everyday beauty categories. Consultora discounts available on request.
Closer to Natura or Boticário? Natura. Same parent company, same consultora-plus-app rails, same broad catalogue.
Bottom line: Pick Avon for everyday Brazilian beauty at lower prices, with the consultora rail Natura buyers already understand.
2. Sephora -- premium catalogue neither anchor carries
Sephora’s Brazilian app carries the international premium beauty catalogue: Dior, Rare Beauty, Lancôme, NARS, MAC, Benefit, Fenty Beauty, Sol de Janeiro. The Beauty Insider programme rewards repeat buyers with samples, birthday gifts, and free shipping for members. If you reach for Natura’s perfumes or Boticário’s makeup but want a luxury parallel, Sephora is the cleanest swap.
Where it falls short: Pricier than both anchors across most equivalent categories. Several international brands carry import markups in Brazil that close the gap with their non-Brazilian retail prices.
Pricing: Free to download. Beauty Insider free to join. Free shipping for members.
Closer to Natura or Boticário? Neither. Sephora plays in a tier above both, with imported launches and a curated international catalogue.
Bottom line: Pick Sephora when you want imported premium brands and reliable global launches that arrive in Brazil on time.
3. Beleza na Web -- multi-brand marketplace neither anchor matches
Beleza na Web is a multi-brand beauty marketplace owned by Magazine Luiza. It carries professional salon brands (Kérastase, Wella Professionals, Schwarzkopf BC Bonacure), dermocosmetics lines (La Roche-Posay, Vichy, Eucerin, CeraVe), and a wider range of niche international launches than either Natura or Boticário stocks. If you reached for the anchors for body care and skincare but find their professional or actives ranges thin, Beleza na Web fills the gap.
Where it falls short: Local-brand depth is thinner than at single-brand apps. Promotional cadence is built around marketplace events (Mega Beleza, Black Friday) rather than steady weekly discounts.
Pricing: Free to download. Beleza Clube loyalty programme rewards repeat purchases with discounts and free shipping at higher tiers.
Closer to Natura or Boticário? Both, but as a complement rather than a replacement. Buyers tend to keep one of the anchors and add Beleza na Web for categories the anchors miss.
Bottom line: Pick Beleza na Web when professional or dermocosmetics brands matter and neither anchor stocks them.
4. Época Cosméticos -- closer to Boticário on loyalty and perfumery
Época Cosméticos is the closest match to Boticário’s promotional rhythm and loyalty depth. The catalogue leans on niche perfumery (Carolina Herrera, Yves Saint Laurent, Jean Paul Gaultier, Maison Margiela) and partner brands across skincare and makeup. Black Tag, the loyalty programme, rewards repeat spending with tier-based discounts, early-access drops, and milestone gifts. If you stayed loyal to Boticário mainly because Viva paid off, Época rewards the same buying pattern across a different mix of brands.
Where it falls short: Smaller catalog than Sephora on international launches. Marketplace integration means delivery timing varies by seller.
Pricing: Free to download. Black Tag free to join. Higher tiers unlock fragrance samples and free shipping thresholds.
Closer to Natura or Boticário? Boticário. Same loyalty-driven buying rhythm, denser perfumery catalogue, comparable mid-to-premium positioning.
Bottom line: Pick Época Cosméticos when you liked Boticário’s Viva loyalty mechanics and want similar perks across a perfumery-led catalogue.
5. The Body Shop -- closer to Natura on the sustainability story
The Body Shop’s Brazilian app carries the brand’s full body care, skincare, and fragrance ranges, with a long-running cruelty-free positioning that mirrors Natura’s sustainability narrative. Products lean on community-trade ingredients (shea, almond, hemp, tea tree) and refillable lines. If you bought Natura mainly for the Ekos refill stations and Amazon-ingredient story, The Body Shop carries the closest international parallel.
Where it falls short: Premium pricing tier sits above Natura on most body care equivalents. Catalogue depth in makeup and perfume is narrower than either anchor.
Pricing: Free to download. Love Your Body Club rewards repeat buyers with discounts and birthday perks.
Closer to Natura or Boticário? Natura. Same sustainability-led story, refillable lines, ingredient-traceability messaging.
Bottom line: Pick The Body Shop when sustainability and refillable body care matter as much as the product itself.
6. Mercado Livre -- marketplace fallback when single-brand apps fail
Mercado Livre is not a beauty brand. It is a Brazilian cross-category marketplace where most Natura, Boticário, Sephora, and dermocosmetics SKUs end up listed by third-party sellers, often below retail. ML Full delivery handles fulfilment for the fastest sellers, which closes the speed gap with single-brand apps. If you know the exact product and SKU, Mercado Livre is the price-comparison floor that the anchor brands rarely beat.
Where it falls short: Counterfeit risk on premium SKUs is real. The platform does not screen out reseller listings of grey-market imports, expired stock, or non-original packaging. Stick to high-reputation sellers (MercadoLíder Platinum) and check buyer reviews on the specific SKU.
Pricing: Free to download. ML Full delivery available on flagged listings. Meli+ subscription unlocks free shipping on more SKUs.
Closer to Natura or Boticário? Neither. Mercado Livre carries listings for both anchors, plus everything else, but the buying experience and trust model are different.
Bottom line: Pick Mercado Livre when you know the brand and SKU and want a marketplace price, on the condition you stick to high-reputation sellers.
How to pick the right one
The decision usually splits on which anchor you started from and which trait pulled you in.
- If you stayed with Natura mainly for the catalogue breadth and consultora rail: start with Avon. Same parent group (Natura&Co), same selling structure, lower prices.
- If you stayed with Natura mainly for the sustainability story: start with The Body Shop. Closest international parallel on refillable lines and ingredient sourcing.
- If you stayed with Boticário mainly for the Viva loyalty mechanics: start with Época Cosméticos. Black Tag rewards similar repeat-spend behaviour across a perfumery-led catalogue.
- If you stayed with either anchor for makeup but want imported premium: start with Sephora. Carries the international brand catalogue neither anchor reaches.
- If you want professional hair or dermocosmetics ranges neither anchor carries: start with Beleza na Web. Multi-brand depth on actives and salon brands.
- If you know the exact SKU and want a marketplace price: start with Mercado Livre. Cheapest path on flagged listings, with the trade-off of seller-quality variance.
Looking for a single-brand pivot rather than a paired-anchor list? Our Natura alternatives guide ranks 7 picks against Natura specifically, and our O Boticário alternatives guide does the same for Boticário.
FAQ
What is the largest cosmetic company in Brazil?
Grupo Boticário and Natura&Co (which now includes Avon) are the two largest Brazilian beauty groups by revenue. Natura&Co is the larger of the two when Avon’s global revenue is consolidated, but Grupo Boticário leads on retail-store coverage inside Brazil.
Which Brazilian beauty brands look like Natura?
The closest Brazilian-market peers to Natura are O Boticário on heritage and catalogue, Avon on the consultora model (same Natura&Co parent), and The Body Shop on the sustainability story. For deeper pivots, see our Natura alternatives article.
Which Brazilian beauty brands look like O Boticário?
Natura is the closest single-brand match on Brazilian heritage and catalogue. Época Cosméticos matches Boticário’s loyalty-driven buying rhythm through Black Tag. Beleza na Web fills the dermocosmetics gap Boticário does not cover. For a fuller list, see our O Boticário alternatives article.
Is Avon cheaper than Natura?
On most equivalent categories, yes. Avon’s app-direct pricing on lipstick, mascara, body care, and everyday perfume tends to sit below Natura’s app-direct tier. Natura buyers who shop through a consultor often close that gap with stacked consultor discounts.
Is Sephora worth it in Brazil?
If you buy imported premium brands (Dior, Rare Beauty, NARS, Fenty Beauty, Sol de Janeiro), yes. Beauty Insider returns on repeat spend, free shipping for members, and the global launch calendar all favour repeat buyers. If you mainly buy Brazilian brands, Sephora is the wrong shelf.
What is the safest way to buy Brazilian beauty products on Mercado Livre?
Filter by MercadoLíder Platinum sellers, check the SKU image against the brand’s official catalogue, read the most recent buyer reviews on that specific listing, and prefer ML Full listings (fulfilled by Mercado Livre’s own logistics). For premium perfumes, the safer path is usually the brand’s own app at a higher price.
