One of the country’s leading producers of beauty products is looking to significantly expand its footprint in Texas with the addition of a new facility. According to a filing submitted Thursday with the Texas Department of Licensing and Registration, personal care products company Naterra is preparing to build a “world headquarters” in North Texas.
The filing calls for Naterra World Headquarters to be at 1525 Point West Blvd. in Coppell, a suburb just north of Dallas-Fort Worth International Airport and nearly equidistant from both Dallas and Fort Worth. The site proposed for the Naterra facility is just off I-635 and about five miles northeast of the airport. Naterra is eyeing a 442,010-square-foot facility including a combination office and warehouse building with tilt-up concrete exterior walls and a steel roof structure.
Total cost of the project is listed at $34 million. Filings with the Department of Licensing and Regulation (TDLR) are not final, and plans are subject to change.
Founded in 1923 in Farmers Branch near Dallas, Superior Products Company manufactured private label products in the personal care and beauty spaces. In 1994, the Song family acquired Superior Products and renamed it Naterra International. Today it manufactures the brands Baby Magic, Tree Hut and Splash.
Around the same time, the company started working with Walmart, a relationship that continues today. In September 2025, Naterra cut the ribbon on a $120 million, 400,000-square-foot facility in Fort Worth, and the company used that event to spotlight its work with Walmart.
“This $120 million investment is a testament to what we can achieve with communities, families and American business when they unite together,” said Jeff Davis, vice president of merchandising at Walmart, at the ribbon cutting event.
The TDLR filing notes a Dec. 1, 2027, completion date for the Coppell facility.