I worked as a Front-end Engineer on strategic projects for the Natura Group, contributing to the standardization, modernization, and scalability of the e-commerce experience across multiple brands and countries through a Whitelabel and multi-platform architecture.

The main goal of these initiatives was to centralize UI management, improve performance, SEO, and user experience, and enable fast international expansion, even when operating with different back-end systems.

🧩 Global Whitelabel Architecture

The Natura Whitelabel was built to manage the interfaces of multiple group websites using a single codebase, ensuring visual consistency, scalability, and easier maintenance.

🌐 Websites powered by the Whitelabel

• Natura Brazil
• Natura Argentina
• Natura Mexico
• Natura Peru
• Natura Chile
• Avon Brazil
• Avon Mexico
• The Body Shop Brazil

In parallel, I also worked on another Natura Group front-end, built with a different stack, responsible for:

• Natura Malaysia
• Avon Argentina

🚀 International Migration & Performance Impact

I was responsible for the implementation and migration of the following websites into the Whitelabel architecture:

• Natura Peru
• Natura Chile
• Natura Argentina

This effort required a deep understanding of how each API delivered its data and translating it into the format expected by UI components through a custom SDK.

📈 Results achieved after migration:

• +218% increase in page views
• −40% reduction in bounce rate
• Direct and positive impact on e-commerce sales

🔌 Multi Back-end SDK (Whitelabel Core)

To enable multiple back-ends to coexist seamlessly under a single Front-end, a Software Development Kit (SDK) was developed to:

• Consume data from different REST APIs
• Normalize responses from multiple back-ends:
• ATG
• Salesforce
• Node.js BFF (Backend for Frontend)
• Convert data into the model expected by UI components, leveraging TypeScript’s strong typing

This approach allowed a single Front-end to operate transparently with completely different back-end systems, making country rollouts faster and safer.

⚡ Performance, SEO & Scalability

Both the Whitelabel and the new-generation Natura Front-ends are highly performance-driven, with strong emphasis on:

• Fast page loads
• Smooth navigation
• SEO optimization
• Consistent experience across regions

A large portion of the content is rendered statically and on the server, improving both perceived performance and search engine indexing.

🧠 Next-Generation Natura Front-end

Alongside the Whitelabel, Natura embarked on a journey to modernize its Front-end, moving away from the React + MUI stack toward a more scalable and modern foundation.

🛠️ Adopted stack

• Next.js 14
• Tailwind CSS
• Gaya Design System
• TanStack Query
• Zustand

This new foundation was designed to support:

• Internationalization (i18n)
• Theming
• Country-specific configurations
• Global scalability

One of the main challenges was ensuring that all Natura websites, as well as the Whitelabel platform, converged to this new codebase while respecting regional requirements.

🧑‍💻 Technologies Used

• React
• Next.js
• TypeScript
• JavaScript
• Redux / Redux Toolkit
• Zustand
• TanStack Query
• Tailwind CSS

🌟 Impact & Professional Growth

Working on these projects significantly strengthened my experience in:

• Global and scalable architectures
• Performance optimization for high-traffic applications
• Front-end integration with multiple back-end systems
• Business-oriented development driven by real metrics
• Collaboration in complex, distributed environments

I’m genuinely proud to be part of this initiative and happy to share more technical or architectural details if needed.