From the vibrant Amazon rainforest to the chic streets of Paris, Natalia, the founder of Natchi Beauty, has created a brand that bridges heritage and innovation. We sat down with her to explore the story behind Natchi, the challenges of building a beauty brand, and what’s next for this exciting venture. Natchi has been featured in Vogue, L'Officiel, Harper's Bazaar and many others.
First, what does the name "Natchi" mean?
It’s a nickname my family in Brazil calls me, short for Natalia. In Brazil, it’s usually spelled "N-A-T-I," but my European friends adapted it after hearing my family say it. This mix of cultures reflects the brand itself—Brazilian ingredients meet French craftsmanship.
How did you come up with the idea for Natchi Beauty?
Growing up in Bahia, Brazil, I was surrounded by nature and traditions tied to it. My grandmother and mother introduced me to local oils and beauty rituals early on. During COVID, I had time to think deeply about these roots and how to build something meaningful. That’s when I decided to create Natchi—a brand that combines the richness of Brazilian ingredients with ethical, modern practices.
How did you source your ingredients?
I focused on oils I grew up with, ones I knew worked and had incredible properties. It took six months of research and travel to find the right supplier—a small company in Pará, Brazil. They work with over 180 communities in the Amazon, including indigenous groups and quilombos, and use cold-press extraction with no chemicals. Their respect for nature and people made them the perfect partner.
How did your background shape your journey?
I studied marketing and branding in London and Paris, then worked at L’Oréal in communications and marketing. It was like a crash course in precision—everything had to be checked, rechecked, and polished. While my dream was always to start my own business, L’Oréal taught me how to manage creative agencies, execute campaigns, and juggle tight deadlines, which all prepared me for running Natchi.
What was the biggest challenge in launching the brand?
Packaging, without a doubt! I wanted something that felt luxurious, was sustainable, and represented the brand. But it was hard to find suppliers who aligned with my vision, especially as a small brand. After months of trial and error, I finally found the right design—a bottle that feels premium, functional, and beautiful on any shelf.
What inspires your product development?
Connection. I want Natchi to tell stories—about the communities who harvest our ingredients, the cultural significance of those traditions, and the deep link to nature. Beyond expanding the product line, my focus is on sharing these stories in a way that creates trust and a sense of community.
What’s your personal haircare routine?
It’s simple but intentional. I avoid heat, don’t color my hair, and stick to natural shampoos and conditioners. Twice a week, I massage oil into my scalp using a comb for pressure-point stimulation, which helps with blood flow and stress relief. And I never sleep with wet hair—it weakens the roots and creates humidity on the scalp, not the best environment for hair growth!
What are your top wellness tips?
Meditate—I’ve been doing it since I was 13. Even five minutes a day can reset your mindset.
Move your body—Stretch, walk, or dance. It’s all about creating balance.
Spend time in nature—It’s grounding and therapeutic.
Feed your body for your brain—Healthy eating fuels your energy and focus.
What’s always in your bag?
Lip balm and a bottle of Almescar oil from South Bahia. It smells divine and nourishes both skin and hair.
What advice would you give aspiring founders?
Don’t let fear stop you. Start small, focus on what you can do today, and trust your instincts. Asking questions and seeking help isn’t a weakness—it’s how you learn and grow.
What’s next for Natchi Beauty?
I’m excited to expand the product line and share the stories behind our ingredients more deeply. I also want to grow the team to support stronger operations and better communication. My dream is to create a brand that celebrates both nature and community in a way that resonates globally.
Natalia’s story is a testament to the power of merging tradition with innovation. Through Natchi Beauty, she celebrates nature, culture, and sustainability while offering products that connect us all to something bigger.
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