FERNANDA CASTREJÓN
Pr Director: Natura Bissé
“Through campaigns that celebrate the real stories of women from diverse backgrounds and experiences, I aim to show that beauty has no single standard. Each woman is beautiful in her own way, and by sharing their stories, I hope to inspire confidence and self-acceptance in their own skin.”
About FERNANDA CASTREJÓN
In this edition of Beauty Voices, we are honored to feature Fernanda Castrejón, Director of PR, Communication, and Marketing at Natura Bissé. Fernanda isn’t just leading luxury campaigns—she is also quietly revolutionizing the way we perceive beauty. For her, beauty goes far beyond superficial aesthetics: it is an act of emotional connection, self-acceptance, and empowerment.
Taking on a leadership role has transformed Fernanda’s perception of beauty, shifting it towards a space where authenticity and diversity are not just ideals, but core values. In a world often driven by unattainable perfection, Fernanda leads with the belief that true beauty lies in celebrating our differences. Under her guidance, Natura Bissé has embraced the concept of “emotional beauty”—a philosophy where self-care becomes a form of self-love, and every individual is valued for who they are, not for how they look.
Fernanda’s mission is not only to promote products but also to create experiences that inspire. Through inclusive campaigns, she brings real stories to the forefront, challenging traditional beauty standards. Within her team, she fosters a philosophy that encourages individuality, building a space where authenticity is embraced, and conformity is rejected.
In this conversation with Beauty Voices, we explore how Fernanda balances external expectations with her personal values, how self-care has become a source of empowerment, and why she believes that media plays a crucial role in reshaping the beauty narrative. We also dive into the impact empathy has on her leadership and why the simple act of applying skincare each morning is not just a routine, but a way of reconnecting with her essence and honoring her family’s legacy.
Fernanda demonstrates that the power of beauty does not lie in fitting into molds but in creating spaces where everyone can shine. Her vision invites us to rethink current standards and build a future where diversity and inclusion are at the heart of every conversation. Through every campaign and message, her work reflects a genuine commitment to leading the beauty industry with humanity and consciousness.
We are excited to feature Fernanda in Beauty Voices and share her story with our global community. Her participation is not only a testament to the power of authentic leadership but also an inspiration for those seeking to transform the industry through empathy, emotion, and authenticity.
How has your perception of beauty changed since taking on a leadership role, and how has this evolution influenced your professional decisions?
Taking on a leadership role transformed my perception of beauty in a profound and liberating way. Now, I see beauty not only in appearance but in the authenticity, resilience, and passion each person brings. This evolution has led me to make professional decisions that prioritize diversity and empowerment, creating spaces where everyone can shine. In the end, true beauty lies in celebrating our differences and building a future where every voice matters.
What strategies do you use to balance external pressures about appearance with your personal values of beauty and authenticity?
I surround myself with a team that celebrates individuality and promotes diversity. Prioritizing self-reflection and consuming inspiring content helps me stay true to my vision. As the PR director for a luxury skincare brand, I focus our strategies on communicating that true beauty is unique and lies in caring for the skin with products that enhance each person’s authenticity. Our brand’s motto, “The era of emotional beauty has begun,” is at the heart of what we do.
What is the most significant lesson about beauty that you have applied in your life, and how has it shaped your approach to empowering others?
Believing in oneself as an essential principle has led me to value and empower those around me, encouraging them to embrace their ideas and inspiration. I like to convey a message where everyone can feel valued and confident in showing their true essence. For me, true empowerment lies in helping others shine with confidence.
How do you use your influence to redefine beauty in a way that empowers women and promotes authentic representation?
Through campaigns that highlight real stories of women from diverse backgrounds and experiences, I aim to show that beauty has no single standard. I promote the idea that each woman is beautiful in her own way, encouraging them to share their stories and feel confident in their own skin.
What challenges have you faced in attempting to change the beauty narrative in your environment, and what were the keys to overcoming them?
I have faced challenges like the pressure of traditional standards and resistance to change. The key has been re-educating ourselves and sharing stories, creating inclusive spaces where all women feel celebrated and supported. In this industry, the support of other women has been essential in transforming the beauty narrative. Every small step counts!
How do you think beauty standards are evolving, and what role should the media play in shaping them?
I believe that beauty standards are evolving toward greater inclusion and diversity. More and more, it’s being recognized that beauty is not limited to a single type or ideal but encompasses a wide range of characteristics, ethnicities, and styles. This evolution is encouraging, as it allows more people to feel represented and accepted.
The media play a crucial role in this transformation. They must be responsible in presenting a variety of authentic and positive representations of beauty. This means showcasing different body types, ages, and styles, as well as challenging harmful stereotypes. By doing so, the media can help normalize diversity and foster a healthier perception of beauty in society.
Moreover, it’s essential for the media to promote messages of self-acceptance and empowerment, rather than unattainable ideals. This will contribute to creating an environment where people feel secure and happy with who they are, beyond appearances.
How do you incorporate your personal values into your beauty rituals, and how does this influence your well-being?
Every morning, I try to dedicate at least 5 minutes to my complete skincare routine. Despite sometimes having a hectic personal and professional schedule, this is an act of self-love. This simple ritual reminds me of my mother, who always taught me about self-care and the importance of self-acceptance. In doing so, I not only take care of my skin but also reconnect with my essence and my story. It’s a moment of calm and reflection, where I can appreciate who I am beyond external expectations. It helps me start the day with self-love and confidence.