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

A graduate of the UPB and with over 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 shift 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 inescapable, 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 manifesting 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 believe 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 corporate purpose is centered in the business model. These learnings should be part of one's professional career, but in my experience, this is something I learned within the company where I currently work with the Natura brand, more than 22 years ago. Perhaps because the concept of a purpose-driven vision was also a new approach, and the focus back then was more directed towards traditional competitiveness.

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

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; therefore, if you do not comply with this, they discard you. These new generations also look for an approach in their job that gives them a sense of doing something for others, beyond the 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 focus can become a solution, beyond economics, 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 caliber of the professors at UPB, with active 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 quarterly system is ideal because it allows you to focus on shorter periods for each subject, and current learning trends are leaning towards 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 to the environment where you want to practice. Bolivia has the potential to be an education hub for the region.

4. Natura drives 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 several companies together in the titanic task of, together, promoting a recycling and cleanup campaign. I believe that the vision of building a business must be collaborative rather than competitive; this 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 obligated to think about the circularity of our products.

5. In a society where beauty is often viewed from a superficial perspective, Natura promotes beauty with a 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 in constant change, like nature. “There is no single model of beauty: each person has their own way of manifesting it. The brand celebrates the plurality of bodies, ages, skin tones, identities, and cultures; diversity.” Beauty is not individualistic, but rather feeds on 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 aspiring to lead in environments dominated by traditional structures?

Balance is very important, and this is not possible without a female perspective from the places where a country's decisions are made, both at the government level, in companies, and in any other space. This allows families to have two forms of economic support and ensures that parenthood 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 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 our lives easier and, nowadays, a technological approach is basic and constantly changing. The fewer clicks needed for your customer to find you, that is the response of technology 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 due to technology, we try to get closer in our meetings, training sessions, moments of recognition, and quality moments where we promote human warmth. To have a good product recommended 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 may be.

8. If you had to define the Natura hallmark in a single 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 left a mark on you: Life Is Beautiful.

• A person whom you deeply admire: The philosopher Baruch Spinoza, for his vision on 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 is about studying the topic you are going to present and something my father always told me: "Remember that you know more than those listening to you." That gave me confidence. 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.