This paper, through an applied research, seeks to understand consumer perception of Natura s values reflected in its Digital Marketing. To gain insight into the theme, a questionnaire was applied with two objectives: to investigate the relationship between consumers and Natura s Digital Marketing, and to assess how each of Natura s values is reflected to consumers in their interactions with the company s Digital Marketing. The questionnaire was applied to 253 consumers, i.e., people who had contact with the brand online in the last year. At the end of the work, the sample collected in the survey showed that, in Rio de Janeiro, people perceive as positive with the company s values transpire in its Digital Marketing. With this, it became clear the notion that when the values are well established and transmitted in its Digital Marketing through good tools, it is possible to improve, build loyalty and attract new customers to the company.