When the Natura consumer comes into contact with a product in the magazine or approaches its packaging in the store, they usually do not know the story that lies behind that bottle. There is a long journey to be taken, from the moment the development of a new line begins until the final product reaches the shelves. There are multiple stages. And this is a story of research, technology, and innovation.
Natura invests in science to ensure that its consumers have access to the best in the beauty and wellness segment, combining cutting-edge laboratory research with traditional knowledge, obtained through extensive fieldwork. The goal: to extract the richest ingredients from nature, always based on sustainable and safe practices for the community and the local ecosystem. The Ekos Patauá line tells this story well.
It was about ten years ago that Natura began studying Patauá, a leafy Amazonian palm tree from which an oil is extracted that is traditionally used in Amazonian cuisine, like olive oil, but also for hair application, as a source of shine and strength, according to field research conducted by Natura. At that time, the company was looking for possible ingredients for new products. The survey, part of a larger project, generated a "collection" of vegetable oils, including Patauá.
This "library" of raw materials is key in Natura's development process. By investigating the ingredients through advanced genetic and molecular mapping techniques, the company is able to identify their unique benefits and direct them to specific applications, such as the creation of a new product line. This was the case with Ekos Patauá.
Natura's research and innovation area had already identified a potential use for Patauá oil in hair, and gradually, the pieces fell into place. In 2015, the scientific community announced at a conference the discovery of a biological mechanism that could extend the hair growth phase, resulting in stronger strands. Natura's research team then turned to the ingredient bank, and through a series of tests, identified that Patauá oil had a positive effect on this mechanism, called JAK-STAT.
There was then an alignment with the marketing area, and the project gained momentum. A scaling project was established in 2014, aimed at structuring the plant and industrial production chain. With all the pieces in place, the green light finally came for the development of a new product with bioactive Patauá oil.
Today, three years after the start of the experimental phase, the Ekos Patauá line arrives in stores and to consumers, who will be able to experience its fortifying effects on fragile and brittle hair. A long journey has taken place from the beginning of the research to the launch, and in the upcoming texts, you will learn a little more about each of these stages. From fieldwork and the extraction of Patauá oil to the proof of the biological mechanism through which it acts on hair. Don’t miss it!
