Natura

The Objective

A quick entry without a traditional media script

Natura, one of Brazil's strongest and most recognized brands, had a clear strategic objective: to quickly enter the North American market, building relevance, commercial traction, and financial efficiency from the start.The challenge was to accelerate this entry without replicating traditional models of high media investment, seeking a channel capable of integrating discovery, content, community, and conversion in an integrated manner.TikTok was the chosen platform to implement this strategy, allowing the brand to:

• Build awareness organically and with scale;

• Activate a network of creators and affiliates from the very first moment;

• Generate sales and learnings focused on profitability, not just volume.

The mission was not only to launch the brand in the United States, but to create a sustainable growth model capable of turning brand recognition into real performance within a new market.

The Solution

A growth model focused on creators and affiliates

From the beginning, Natura has adopted an approach Creator & Affiliate-First, using content as the growth engine and TikTok Shop as the central platform for discovery, connection, and conversion.

1. Content as a catalyst for the ecosystem

At the beginning of its operation on TikTok Shop, Natura activated a Creators package with Influur with a clear objective: to lay the groundwork for scale via affiliates. The strategy focused on:

• Generate brand visibility within TikTok Shop;

• Create desire, attractiveness, and content reference;

• Stimulate the interest and entry of affiliates into the ecosystem.

The contents were broadcast for 1 month, functioning not only as a branding initiative but also as the catalyst for building the affiliate network.

The initial investment in visibility was strategic: it created traction, confidence, and desire, accelerating the activation of the commercial ecosystem.

2. Affiliates as the main driver of growth

With the ecosystem activated, the operation quickly evolved into an affiliate-led model:

• 90% of the revenue began to be generated via affiliates, through GMV Max campaigns managed by Adquadrant;

• Creators played a central role in generating demand and conversion;

• The content remained native, authentic, and aligned with the dynamics of the platform.

This model allowed for consistent growth, with efficiency and strong adherence to local consumer behavior.

3. Accelerated profitability and consistent growth

Natura launched its operation on TikTok Shop in July and, in just three months, reached a significant milestone of maturity:

• In October, the the third month of operation, the brand was already operating with positive ROI;

• In November, GMV grew 35% compared to October , confirming the scalability of the model.

Growth was mainly sustained by affiliates and platform intelligence, without relying on a proportional increase in media investment.

4. Platform intelligence revealing new audiences

One of the major differentiators of the case was TikTok Shop's ability to identify market opportunities organically.

• Tukuma Body Lotion has established itself as a hero product within the Haitian community;

• There was no manual segmentation or targeted efforts for this audience;

• The platform itself identified the affinity, interest, and relevance of the product for this audience.

This movement strengthens the role of TikTok Shop as a tool for cultural and behavioral discovery, expanding the brand's reach beyond the initial planning.

The Results

A profitable and scalable entry into the US

Within a few months, Natura built a solid and scalable operation on TikTok Shop:

• 90% of the revenue generated by affiliates;

• Positive ROI already in the 3rd month of operation;

• +35% growth in GMV in November vs. October;

• Consolidation of a hero product organically driven by the platform;

• Active, engaged, and expanding affiliate ecosystem.

Among other learnings, these results showed to the brand that the initial content is not just branding, but rather the infrastructure for growth. The affiliates are one of the main drivers to generate this scale on TikTok Shop – and can work well in conjunction with the platform's intelligence, which helps identify audiences and opportunities beyond traditional segmentation.

Ultimately, Natura managed to create an efficient (and replicable) model for entering the North American market, using TikTok Shop as its central pillar of social commerce.

The combination between strategic content, produced with the affiliate network and driven by the platform intelligence with GMV Max enabled the brand to turn global awareness into real performance. Natura achieved consistent growth, financial efficiency, and a solid foundation to continue scaling sustainably in future campaigns.