To that end, the campaign will be supported by sampling programs, creator content, out-of-home, and in-person activations. A new Amazonian bioactive ingredient will be introduced this summer as part of Natura’s planned pop-ups in New York and Miami.

The May 1 campaign also marks the Natura’s debut on TikTok Shop, adding a new sales channel to its existing ecommerce footprint.

“Social commerce is still new for us, but the potential is massive,” said Volavicius. “We’re seeing a lot of advocacy in our home country, and we want to replicate that here.”