Graduated from UPB and with more than two decades leading one of the most influential brands in Latin America, Valentina Forno understands that business success today is no longer measured only in sales, but in the impact an organization generates on people and on the planet. From Natura, she has witnessed and played a leading role in a profound shift in the way business is done: purpose before rhetoric, leadership with ethics, and a vision that integrates the economic, the social, and the environmental. 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.”

• Purpose-driven leadership has become a central topic for new generations. From your experience at Natura, what learnings do you think can inspire other professionals who seek to build more human 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 hard to copy, which is not the same as social responsibility, because purpose is centered in the business model. These learnings should be part of professional training, but in my experience, this is something I learned in the company where I work with the Natura brand, more than 22 years ago. Perhaps because the idea of a purpose-driven vision was also a new approach, and the focus was more aimed at traditional competitiveness.

  
  

• You have mentioned that business leadership, for you, involves generating triple impact: economic, social, and environmental. What lessons have you learned from applying that approach in such a competitive industry as cosmetics?

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

  
  

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

  
  I believe the quality of the professors at UPB, with practicing professionals and high levels of professionalism in teaching, has allowed me to guide my career along with the experience I have gained over these years. The trimester system is ideal because it allows you to focus on each subject for shorter periods, and today’s learning trends are the same: shorter and more intense. It has always been a source of pride to study at 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 a center of education for the region.

  
  

• Natura drives recycling campaigns and circular economy models that are setting trends today. What has been the biggest challenge in implementing this type of practice in Bolivia?

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

  
  

• In a society where beauty is often seen superficially, Natura promotes beauty with purpose. What does this concept mean to you, and how do you think it is transforming people's relationship with self-care?

  
  For Natura, beauty is alive because it is constantly changing, 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, rather, it is nourished 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.

  
  

• 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 professionals who aspire to lead in contexts dominated by traditional structures?

  Balance is very important, and this is not possible without the female 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 for the roles of parents not to be postponed because, with a structural vision from both sides, fair rules are created where you can enjoy your children and also a professional career. This strengthens our society and supports us economically as a country.
  
  

• Digitalization has transformed the way we connect 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 life easier for us and, nowadays, the technological focus is basic and constantly changing. The fewer clicks it takes for your customer to find you, that is technology's answer when applied throughout your customer's 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 because of technology, we try to get closer in our meetings, training sessions, recognition moments and quality moments where we promote human warmth. So that they recommend a good product to you, for your personal growth and even to wish you a nice day; we are humans who need affection, no matter how technological we are.

  
  

• If you had to define the Natura hallmark in one phrase, 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 film that has marked you?: Life Is Beautiful.

• A person you deeply admire?: The philosopher Baruch Spinoza, for his view 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 you have learned to transform or that taught you a lesson?: When I was younger, I was afraid of public presentations; today it is my strength. It is about studying the topic you are going to present, and something my father always told me: "Remember that you know more than those who listen to you." That gave me confidence. Then practice makes the expert.

• A favorite flavor or culinary experience?: I enjoy the food wherever I go. I would say that Sabor Clandestino left me very impressed; the experience of savoring Bolivian food through a story and unique presentations. I love everything that challenges creativity.