“Strategy, ethics, and the new standard of corporate success.”

A graduate of the UPB and with more than two decades leading one of the most influential brands in Latin America, Valentina Forno understands that today, business success is no longer measured solely by sales, but by the impact that an organization generates on people and the planet. From Natura, she has been a witness and protagonist of a profound change in the way of doing business: purpose before discourse, leadership with ethics, and a vision that integrates economic, social, and environmental aspects. In this conversation, she shares how an admired brand is built, why triple impact has become unavoidable, and what it means to lead with awareness in an increasingly demanding market.

“There is no single model of beauty: each person has their own way of expressing it. The brand celebrates the plurality of bodies, ages, skin tones, identities, and cultures, diversity.”

1. Purpose-driven leadership has become a central theme for new generations. From your experience at Natura, what lessons do you think can inspire other professionals looking to build more humane and sustainable companies?

The vision of a purpose-driven company will always have strong foundations. Beyond how competitive the product or service is, the consumer chooses you for a value proposition; you become an admired brand that is very difficult to copy, which is not the same as social responsibility, because purpose is centered on the business model. These learnings should be part of one's professional career, but in my experience, this is something I learned at the company where I am with the Natura brand, for over 22 years now. Perhaps because the theme of a purpose-driven vision was also a new approach and the vision was more aimed towards traditional competitiveness.

2. You have mentioned that business leadership, for you, implies generating a triple impact: economic, social, and environmental, what lessons has applying that approach left you with in an industry as competitive as cosmetics?

New generations are very well-informed today and look for solutions to the problems that concern them. Today, one of those concerns is ethics and the environment; so, if you do not comply with this, they discard you. These new generations also look for an approach in their work that gives them a sense of doing something for others, beyond salary and stability. For these reasons, mainly, the triple impact allows brands to be more desired and admired by a demanding public. Companies with this approach can become a solution, beyond the economic aspect, to issues affecting society and the environment.

3. You are a graduate of the UPB, a university recognized for training professionals with strategic vision and ethical values, what experiences from your education do you consider prepared you to lead a global brand with such a clear purpose?

I believe that the level of professors at the UPB, with practicing professionals and high levels of professionalism in teaching, have allowed me to guide my career along with the experience I have gained over these years. The quarterly system is ideal because it allows you to focus on shorter periods for each subject, and learning trends today are like that, shorter and more intense. It has always been a source of pride to study at the UPB and in our country, since being close allows you to stay connected with the environment where you want to practice. Bolivia has the potential to be an education hub for the region.

4. Natura promotes recycling campaigns and circular economy models that are setting trends today, what has been the biggest challenge to implementing these types of practices in Bolivia?

Today I face an interesting challenge, and that is to bring together several companies in the titanic task of, together, promoting a recycling and cleaning campaign. I believe that the vision of doing business should be of a collaborative rather than competitive nature; that generates a greater impact on society and, therefore, economically. From there, we can think big for other types of initiatives that turn us into a more prosperous and collaborative society. Those of us who promote consumption are obliged to think about the circularity of our products.

5. In a society where beauty is usually seen from a superficial standpoint, Natura promotes beauty with a purpose, what does this concept mean to you and how do you believe it is transforming people's relationship with self-care?

For Natura, beauty is alive because it is in constant change, like nature. “There is no single model of beauty: each person has their own way of expressing it. The brand celebrates the plurality of bodies, ages, skin tones, identities, and cultures; diversity.” Beauty is not individualistic, but rather is nurtured by how we connect with others and with the planet. Being true to oneself and living consciously is an essential part of feeling and looking good.

6. In your statements, you highlight the role of women in decision-making and in building a more balanced world, what message would you give to young female professionals who aspire to lead in contexts dominated by traditional structures?

Balance is very important and this is not possible without the feminine perspective from the places where a country's decisions are made, both at the government level and in companies and in any space. This allows families to have two forms of economic support and means that parent roles are not postponed because, with a structural vision from both parties, fair rules are created where you can enjoy your children and also a professional career. This strengthens our society and leverages us economically as a country.

7. Digitalization has transformed the way of connecting with consumers, how has Natura's marketing evolved in this new technological era and what are the keys to maintaining an authentic relationship with the community?

Technology is a means to make our lives easier and, nowadays, the technological approach is basic and constantly changing. The fewer clicks it takes for your customer to find you, that is the answer of technology when applying it across your customer's entire journey. Natura is a brand of relationships; our network of affection with consultants allows us to reach more people. Because, while the world tends to become a more distant place due to technology, we try to get closer in our meetings, trainings, moments of recognition, and quality moments where we promote human warmth. To recommend a good product, for your personal growth, and even to wish you a nice day; we are humans who need affection no matter how technological we may be.

8. If you had to define the Natura seal in one sentence, that which transcends the product and becomes a way of life, what would it be?

Natura is a brand that connects you with the world and its nature in a unique way.

INSIGHTS:

• A book or movie that has marked you: La vida es bella.

• A person you deeply admire: The philosopher Baruch Spinoza, for his vision of life.

• A phrase or principle that guides your life: Nothing in the universe exists on its own, we are interdependent.

• Your most precious possession: My home, because it is the center of my family.

• A fear that you have learned to transform or that has left you with a lesson: When I was younger I was afraid of public speaking, today it is my strength. It's about studying the topic you are going to present and something my father always told me: "Remember that you know more than those who are listening to you." That gave me security. Then practice makes perfect.

• A favorite flavor or gastronomic experience: I enjoy the food wherever I go. I would say I was very impressed by Sabor Clandestino; the experience of tasting Bolivian food through a story and unique presentations. I love everything that challenges creativity.