Our investments criteria

Outstanding founders

Self-awareness, integrity, determination, and passion are essential characteristics that we seek from founders. We look for individuals that have demonstrated strong leadership skills and can both execute projects and inspire their team.

Strong value proposition and market fit.

We seek brands with character who can effortlessly communicate what they are about and have built deep connections with their customers.

Direct to consumer.

We prioritise brands who have direct relationships with their consumers, either physically or digitally.

Social and environmental.

For Natura &Co, environmental and social responsibility is not the latest trend: it is a core tenet of each of our brands. All potential investment partners must be purpose-driven and aligned with this principle.


We will not dilute or compromise on the identity of the brand, the strength of its founders, or the responsibility of the approach.

We look for… - © Fable Investments

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