Graduated from 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 only in sales, but in 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 rhetoric, ethical leadership, and a vision that integrates the 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.”

• 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 seeking 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, consumers choose 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 the purpose is centered on the business model. These lessons should be part of a professional career, but in my experience, this is something I learned at the company where I have been with the Natura brand for more than 22 years now. Perhaps because the topic of a purpose-driven vision was also a new approach and the vision was more targeted towards traditional competitiveness.

  
  

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

  
  New generations today are very informed and seek solutions to the problems that concern them. One of those concerns today is ethics and the environment; therefore, if you do not comply with this, they discard you. These new generations also seek in work an approach 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 desirable and admired by a demanding audience. Companies with this approach can become a solution, beyond the economic aspect, 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 that the level of faculty at UPB, with practicing professionals and high professionalism in teaching, has allowed me to shape my career along with the experience I have gained over the years. The quarterly system is ideal because it allows you to focus on shorter periods in each subject, and current learning trends are indeed shorter and more intense. It has always been a source of pride to study at UPB and in our country, as being close allows you to stay connected with the environment where you want to practice. Bolivia has the potential to be an educational center for the region.

  
  

• Natura promotes recycling campaigns and circular economy models that are now trending. What has been the biggest challenge in implementing these types of practices in Bolivia?

  
  Today I face an interesting challenge, which is for several companies to come together in the titanic task of jointly promoting a recycling and cleaning campaign. I believe that the vision of doing business should be collaborative rather than competitive; that generates a greater impact on 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 obliged to think about the circularity of our products.

  
  

• In a society where beauty is often seen from a superficial perspective, 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 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 nourished by how we relate to others and to 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 feminine perspective from the places where decisions are made in a country, both at the Government level and in companies and any space. This allows families to have two forms of economic support and that the roles of parents are not postponed, because with a structural vision from both sides, fair rules are created that allow you to enjoy your children and also a professional career. This strengthens our society and economically leverages us as a country.
  
  

• Digitalization has transformed the way to 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 life easier, and today, the technological approach is basic and constantly changing. The fewer clicks needed for your customer to find you, that is technology's response 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, moments of recognition, and quality moments where we promote human warmth. For you to be recommended a good product, for your personal growth, and even for wishing you a nice day; we are human beings who need affection no matter how technological we are.

  
  

• If you had to define the Natura seal in one phrase, something that 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?: Life is Beautiful.

• 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 by itself; we are interdependent.

• Your most treasured possession?: My house, because it is the center of my family.

• A fear you have learned to transform or that has left you a teaching?: 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 who are listening to you." That gave me security. Then practice makes the expert.

• A favorite flavor or gastronomic experience?: I enjoy 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 anything that challenges creativity.