Most international shoppers researching Brazilian beauty land on Natura first. Then a friend mentions Granado, or a hotel concierge in Rio points at a pink soap on a shelf, and the question becomes which of the two is actually worth importing. They are the country’s oldest and largest beauty names, but they sit at opposite ends of how Brazil sells personal care. Granado has been a Rio apothecary since 1870. Natura was born in São Paulo in 1969 and turned the consultant network into a national institution. This Granado vs Natura comparison covers heritage, catalogue, pricing, apps, and international availability for 2026 buyers.
Quick verdict
- Pick Granado if you want pharmacy-style heritage products: glycerine soap, talc, baby care, classic colognes (Phebo, Granado Vintage), and the famous Pink soap. Pricing is straightforward retail. The brand is easier to find outside Brazil through pharmacies and specialty retailers.
- Pick Natura if you want a wide modern catalogue across body, face, hair, and fragrance, with refills on most ranges and consultant-routed discounts inside the app. Ekos, Tododia, Kaiak, and Chronos are the headline lines.
- Pick both if you are building a Brazilian-themed gift box. Granado covers the heritage and gifting story (the pink tin alone is recognisable). Natura covers the daily-use catalogue depth.
Comparison table
| Feature | Granado | Natura |
|---|---|---|
| Founded | 1870, Rio de Janeiro | 1969, São Paulo |
| Parent group | Granado Pharmácias (independent) | Natura &Co |
| Positioning | Heritage apothecary, gifting, baby care | Modern beauty, sustainability, consultant network |
| Signature products | Pink soap, glycerine bars, Phebo cologne, baby talc | Ekos, Tododia, Kaiak, Essencial, Chronos |
| Catalogue size | ~400 SKUs, narrower | ~1,500 SKUs, broader |
| Refills | Limited (selected colognes) | Across most body and home ranges |
| App downloads (Google Play) | Smaller, retail-style app | ~10M+ |
| Pricing model | Flat retail, consistent week to week | Consultant tier discounts inside the app |
| International availability | Sephora, specialty pharmacies in US, EU, Asia | Latin America dominant, US/EU through retailers |
| Vegan and cruelty-free | Cruelty-free, partially vegan | Cruelty-free since 2006, mostly vegan |
Heritage and positioning
Granado was founded by José Antônio Coxito Granado in Rio in 1870, originally as a homeopathic pharmacy. Its glycerine soap, the Sabonete Granado in the pink wrapper, has been in continuous production for more than a century and is one of the few Brazilian products that has stayed visually unchanged for that long. The brand sits in the apothecary tradition, which is why you find it on pharmacy shelves first and beauty counters second. Granado owns the Phebo line of classic eaux de cologne, which sits inside the same retail experience.
Natura is the modern Brazilian beauty story. Founded in 1969, it built a sales model around female consultants reselling through neighbourhood and family networks long before direct-to-consumer became a buzzword. The Ekos line, launched in 2000, made Amazonian ingredient sourcing part of the brand identity. Natura acquired Avon globally in 2020, divested The Body Shop in 2023, and now anchors Natura &Co.
In short, Granado is heritage retail. Natura is modern consultant beauty. The apps reflect that.
Catalogue and ranges
Granado focuses on a tight set of pillars. Body soap (the famous Pink bar, plus glycerine variants), body care, baby care (the Granado Baby line is widely gifted), classic colognes (under Granado Vintage and Phebo), and a smaller skincare assortment. The range is narrow on purpose, which is part of the appeal. You can shop the whole brand in 20 minutes.
Natura runs a much wider catalogue. Body and bath (Tododia, Lumina), face skincare (Chronos, Sou), male grooming (Kaiak, Homem), fragrance (Essencial, Una, Ekos, Kaiak), and home and ambient (Naturé, Ekos home). Most of the headline ranges have refills, which lowers per-millilitre cost across repeat purchases.
If you want the iconic Brazilian gift, Granado wins on visual recognition. If you want a daily routine you can stay inside for body, face, and fragrance, Natura wins on depth.
For shoppers exploring this category further, see our guide to the best Brazilian beauty apps and the broader Brazilian beauty brands beyond Natura and Boticário roundup.
Pricing and promotions
Granado prices look like a pharmacy. Soap bars sit between BRL 8 and BRL 25 depending on the line. Colognes from the Vintage and Phebo ranges run BRL 90 to BRL 220. The Granado Baby line is competitive with mainstream Brazilian baby brands. Promotions exist, mostly seasonal bundles around Mother’s Day, Father’s Day, and Christmas. Pricing is consistent week to week, which makes Granado easy to plan around.
Natura uses tiered consultant pricing. List prices show in the app, and once you link a consultant or accept the default routing, prices drop 10 to 25 percent depending on the ongoing campaign. Cycles run roughly every three weeks and each cycle pushes one or two ranges aggressively. The headline benefit is that the consultant tier is consistently cheaper on staples than retail. The headline friction is that figuring out the best Natura promo for a given week requires opening the app.
If you want predictable pricing, Granado. If you are happy to time purchases, Natura is often cheaper on body care and fragrance.
App experience
Granado’s app is a straightforward retail catalogue. Categories for soap, fragrance, baby, body care, and gifting, with a clean checkout. There is no loyalty programme inside the app at the consumer level, although Granado offers in-store discounts at flagship locations. Search is fast and the catalogue depth is small enough that browsing works.
Natura’s app is built around the consultant model. You see prices that reflect either retail or consultant tier depending on whether you have linked a consultant. Refill availability is flagged inline on every eligible product, which makes the sustainability angle hard to miss. Search works but slows down on older devices. The app also handles consultant routing in the background, so you do not need to phone anyone.
If you have never used the consultant model, Granado will feel more familiar. If you live in Brazil or have a Natura consultant in the family already, Natura’s app pays off.
For a direct comparison between Natura and Brazil’s other giant, see Natura vs O Boticário 2026.
Sustainability and ingredients
Both brands have credible sustainability stories, but they tell them differently.
Granado emphasises continuity. The Pink soap recipe has stayed close to its 1903 formulation, with glycerine sourced from vegetable oils. The brand uses recyclable packaging across the soap and talc ranges, and the Granado Baby line is dermatologically tested for newborns. Granado is cruelty-free but not fully vegan across every line.
Natura has the more structured sustainability programme. Carbon-neutral since 2007, certified B Corp since 2014, and refill availability across most body and home ranges. The Ekos range ties ingredient sourcing to Amazon community partnerships, and the app surfaces those stories on each product page. Most of the catalogue is vegan, with the remaining non-vegan products flagged inline.
If sustainability messaging is part of your decision, Natura gives you more to read. If you care about it but do not want to research, both brands check the basic boxes.
International shipping and availability
This is where the two brands diverge sharply for buyers outside Brazil.
Granado is easier to find internationally. The brand sells through Sephora in selected European markets, ships to the United States through partner retailers, and has standalone stores in London, Paris, and select Asian cities. Buying Granado outside Brazil is largely a matter of finding the right specialty pharmacy or skincare boutique. Pricing outside Brazil runs roughly two to three times Brazilian retail, which is normal for the category.
Natura has the larger Latin American footprint but a narrower path into Europe and the United States. Argentina, Chile, Colombia, Mexico, and Peru have country-specific Natura apps and stores. Outside Latin America, Natura products usually arrive through forwarders, third-party marketplaces (Mercado Livre, Amazon Brazil sellers), or selected retailers. The Ekos line shows up in some specialty stores abroad, but the broader catalogue does not.
If you are buying from outside Brazil and want a smooth experience, Granado is the lower-friction choice. If you are inside Brazil or another Latin American country, Natura’s local logistics work better.
For Avon-routed shoppers, see our best Avon alternatives roundup; for Boticário shoppers, see best Boticário alternatives.
Which Brazilian heritage brand should you pick?
Pick Granado if any of these match you:
- You want apothecary heritage and the iconic pink soap.
- You are buying gifts, especially baby care, that need recognisable Brazilian packaging.
- You live outside Brazil and want a brand you can find at Sephora or a specialty pharmacy.
- You prefer flat pricing without consultant routing or campaign timing.
Pick Natura if any of these match you:
- You want a wide modern catalogue across body, face, hair, and fragrance.
- Refills on body care matter to you, both for cost and for sustainability.
- You live in Brazil or another Latin American market with local Natura logistics.
- You are happy to time purchases around three-week campaign cycles to catch the best discounts.
If you cannot pick, install both apps and look at the gifting bundles for the season you are shopping in. Granado dominates around Christmas and Mother’s Day with the heritage gifting story. Natura runs more aggressive promotional weeks in between.
FAQ
Is Granado older than Natura?
Yes. Granado was founded in 1870 in Rio de Janeiro as a homeopathic pharmacy. Natura was founded in 1969 in São Paulo. Granado is one of the oldest continuously operating brands in Brazil, beauty or otherwise.
Are Granado and Natura the same company?
No. Granado Pharmácias is an independent Brazilian company that also owns the Phebo line of classic colognes. Natura is part of Natura &Co, which also owns Avon globally. They are separate competitors.
Which is cheaper, Granado or Natura?
Granado uses flat retail pricing that is consistent week to week. Natura uses tiered consultant pricing that, when linked to a consultant, is often cheaper on body care and fragrance than equivalent Granado products. The right answer depends on whether you want predictable pricing or are willing to time purchases.
Where can I buy Granado outside Brazil?
Granado sells through Sephora in selected European markets, has standalone stores in London, Paris, and parts of Asia, and ships to the United States through partner retailers. Expect prices roughly two to three times higher than Brazilian retail, which is standard for the category.
Does Natura ship internationally?
Natura has dedicated apps and stores in Argentina, Chile, Colombia, Mexico, and Peru. Outside Latin America, the catalogue is harder to access. Buyers in the United States and Europe usually go through forwarders, Amazon Brazil sellers, or selected retailers that carry the Ekos range.
Which brand is more sustainable?
Natura runs the more structured programme: carbon-neutral since 2007, certified B Corp since 2014, refill availability across most ranges, and explicit Amazon community sourcing for Ekos. Granado emphasises continuity and recyclable packaging. Both are cruelty-free. If sustainability is part of your decision, Natura gives you more measurable claims.
What is the famous pink Granado soap called?
The Sabonete Granado, sold in the recognisable pink wrapper, is a glycerine bar that has been in continuous production since 1903. It is the brand’s most exported product and the easiest entry point into the catalogue if you have never tried Granado before.