The recent increase of national firms going public allowed the growth of the brazilian stock exchange market. The political and economic stabilization, the edition of new laws on the capital market, aside the return of foreign investors to the country, created a good environment for those companies interested on going public as an alternative to the scarce bank finance, as well as on an investment or as a good chance for its internal reorganization. The scope of the research is to study the brazilian stock market, especially in the stages of the initial public offering, identifying its costs and benefits, concluding with the Natura Cosméticos study case, the first Latin American cosmetic company to go public. The discouted cash flow was the model elected to the company`s evaluation, because it allows comparing the estimated results to the consummated ones by the company. Some multiples were also calculated to compare with the international competitors in the same line of business. The research`s results show that Natura was a case of success with continuous stocks valorization and expectancy of constant growth becasuse of the high cash flow generation, low leverage and constant investiments. Besides the benefits of going public, some costs were found, intensifying the need of a criterial analysis by the companies so that the costs don`t overcome the success of the operation.