Is sustainability a driver of the circular economy?

Purpose This study aims to analyse how Natura's practices of circular economy and sustainability overlap. Design/methodology/approach This study is descriptive and qualitative, based on a thematic content analysis, and it describes and compares the performance of Natura in several dimensions, including economic, environmental, social, human rights, society, product responsibility and stakeholder engagement. A longitudinal study was carried out on the basis of an analysis of all Natura sustainability reports; these reports are available for public consultation and cover the period from 2001 to 2016. Findings The main results show that there is symmetry between sustainability practices and the premises of the circular economy, with the ReSOLVE classification being met in most of the items. Originality/value Innovation is the essential element that facilitated the creation of a portfolio of products that meet consumer demand.