Inside Natura & Co’s alternative vision for the Amazon
Perfume lovers who want to be transported to the Amazon in a single spritz need look no further than Natura’s Ekos Alma fragrance. That’s according to the product’s promotional materials, anyway, which claim the fragrance’s unique cocktail of ingredients sourced from the rainforest, including priprioca root and oil collected from the trunk of the Copaifera tree, “convey the mysterious energy of the Amazonian life cycle.”
Marketing spiel aside, the way the product is sold does, in some respects, reflect the natural rhythms of the rainforest. The perfume will enjoy a limited run every year, in line with the availability of