Brazilian beauty company Natura has announced it will host the Beauty as a Force for Change sustainable beauty panel event at South by Southwest (SXSW) Conference and Festivals on March 12th.

The company will join a raft of inspirational speakers to host the event, which will look at using business in order to do good across the world. Companies include B Lab, a non-profit global organization, Refinery29 beauty writer, Khalea Underwood, and the first community bank in the Amazon, the Tupinambá Institute.

The event, which follows the opening of Natura’s first flagship store in New York City, will consolidate Natura’s work with communities in the Amazon to enable them to develop sustainable business models to benefit the forest, helping the company become the first publicly traded B Corporation.

Andrea Alvares, VP of Marketing, Innovation and Sustainability at Natura, said, “Since its inception, SXSW has sought to promote frontiers of thought – always emphasizing technology and how it can bring about social impact.
“Natura believes in the transformational power of the beauty industry, with the use of technology and network innovation to develop solutions that promote environmental and social change. We want to encourage people to turn enterprise into an opportunity to create positive impact within four sectors: economic, social, environmental, and cultural.”