Natura Siberica: Challenging Entry in OrganicCosmetics Business

Abstract The case study analyzes the organic cosmetics and toiletries industry, along with its major players, and opportunities and challenges, with special focus on Natura Siberica. To investigate how the brand has been successful at home and abroad, the study also analyzes its marketing mix and internationalization strategies. Natura Siberica is not only natural and herb-based cosmetics but also the first Russian certified organic cosmetics. It uses Siberian herbs and plants in production, with the objective to offer youth and beauty to consumers’ skin and hair. The organization has 70 brand stores in Russia and six foreign countries, while its products are available in more than 40 countries. With the predicted growth of the global organic cosmetics market, the brand has significant opportunities to expand into new product lines and geographic markets in future. In addition, it needs to promote its sustainable business model to the customers. On the other hand, the organization needs to confront the competitive pressure from existing players and potential new entrants offering organic beauty products. It also needs to emphasize its image as a global brand instead of the Russian origin in order to successfully enter in markets like the USA.