# Natura | Envisioning

Source: https://www.envisioning.com/services/impact/natura

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# Mapping Emerging Technologies for the Future of Beauty and Cosmetics

An emerging technology radar mapping 100+ innovations across sustainability, cosmetics science and customer experience for Natura's innovation team, assessed by maturity and market originality to guide long-term R&D and business strategy.

2021

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![Natura](/_next/image?url=https%3A%2F%2Fres.cloudinary.com%2Fenvisioning%2Fimage%2Fupload%2Fv1772722004%2Fa2cxk4tegi6ty4ld1poi.png&w=3840&q=75)

Envisioning partnered with [Natura](https://www.natura.com.br/)'s innovation team to build a comprehensive map of emerging technologies shaping the beauty and cosmetics industry. The goal: identify where science, sustainability and consumer experience are converging — and where Natura should place its bets.

The project mapped **100+ technologies** and assessed each using the **Technology Readiness Level** (TRL) framework, scoring maturity from basic research (TRL 1) through market-ready deployment (TRL 9). A custom **Beauty & Wellness Market Originality** metric tracked competitive positioning — distinguishing technologies Natura already explores from those no company in the segment has touched. Technologies were further categorised against the **UN Sustainable Development Goals**, connecting innovation trajectories to Natura's sustainability commitments.

All technologies were organised into three strategic clusters. Each cluster was accompanied by analytical essays exploring opportunities, challenges and future perspectives at the intersection of emerging technologies and Natura's strategic imperatives. The delivery included an interactive radar visualisation enabling navigation between technologies, their descriptions and their readiness assessments.

### Our Work

-   Mapped **100+ emerging technologies** relevant to beauty and cosmetics, from phytoplankton stimulation to AI health coaches.
-   Assessed each technology using **NASA's Technology Readiness Level** (TRL 1–9) for maturity and a custom **Market Originality** metric (0–6) for competitive positioning.
-   Categorised technologies against the **UN Sustainable Development Goals** to align innovation with sustainability commitments.
-   Organised findings into **3 strategic clusters** covering **7 thematic areas** central to Natura's business.
-   Produced **analytical essays** per cluster, examining opportunities, challenges and future perspectives.
-   Delivered an **interactive radar visualisation** for exploring technologies, their maturity and market readiness.

### Impact

-   Gave Natura's innovation team a **structured decision framework** spanning the full technology landscape — from concept-stage research to market-ready products.
-   Identified **blank-space opportunities** where no competitor in the segment was yet active, guiding first-mover R&D investment.
-   Connected **sustainability goals to technology strategy**, enabling Natura to evaluate innovations against both business potential and SDG alignment.
-   Provided a **reusable strategic asset** — the radar and underlying data can be revisited as technologies mature and market conditions shift.

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