About ALEJANDRA SAÑUDO
From a young age, Alejandra Sañudo discovered that beauty is more than what’s reflected in the mirror: it’s a journey full of self-expression, empowerment, and joy. The memories of her grandmother applying red lipstick in front of the mirror not only sparked her love for beauty rituals but also instilled in her a deep respect for authenticity and feminine strength. Today, as PR & Communication Manager at Sephora México, Alejandra has transformed that childhood passion into a mission to challenge paradigms and champion a more real and diverse vision of beauty.
With over 12 years of experience in public relations, communication, and influencer marketing, Alejandra has been an architect of change in a constantly evolving industry. Through her leadership, she has witnessed and contributed to the beauty revolution, promoting authentic representation that breaks free from imposed molds and celebrates diversity in every form. “True beauty comes from within,” Alejandra affirms, and her campaigns embody this belief: they aim not only to highlight products but also to change mindsets and empower people to feel comfortable in their own skin.
Balancing external expectations with her personal values has been a constant challenge, but also a powerful lesson. Alejandra has learned to embrace self-care as an act of resistance, practicing yoga and prioritizing her physical and mental well-being. For her, the simple act of carrying a water bottle wherever she goes is more than a habit; it’s a reminder of the importance of nourishing oneself from the inside out. By setting clear boundaries and seeking balance, she has found the strength to lead with empathy and become a living example of how inner well-being can drive professional success.
One of her most significant achievements has been the campaign “We Are Part of Something Beautiful,” which invites people to look in the mirror with acceptance and joy, highlighting diversity in an inclusive environment. Alejandra has made it clear that beauty is not a static concept but one that must evolve with the times and the needs of society. “Every action and message we communicate has an impact,” she says, fully aware that her role goes beyond leading strategies: it’s about leaving a positive and lasting mark.
And always, as a gesture of power and connection to her roots, Alejandra turns to the red lipstick her grandmother loved so much. It is a symbol of strength, character, and a joy that transcends generations. Under her leadership, Sephora México not only inspires people to play and experiment with beauty but also invites everyone to embrace their uniqueness and find strength in their own story. Alejandra Sañudo continues to redefine what it means to be beautiful, not only by how you look but by who you are and how you choose to express yourself.
How has your perception of beauty changed since taking on a leadership role, and how has this evolution influenced your professional decisions?
I could say that my perception of beauty has not changed since taking on this new role within Sephora Mexico; rather, it has accentuated what I have been thinking, acting upon, feeling, and living for so many years. I love everything related to products, the “touch, play, and learn” concept that we encourage consumers to engage in at all our stores. Since I was a child, I have loved experimenting with every product I had in my hands, which is why I identify with Sephora’s business model. At the same time, I often think about the concepts we use today, such as imperfections, anti-aging, never being satisfied with more filters and more surgeries, and all the technology that, in 2024, is just one click away.
The evolution has been unprecedented as I have become much more aware that the communication I create through advertising campaigns or influencer marketing has a significant impact on both consumers and new generations. I take on this role with a greater sense of responsibility to communicate the right message for an era like today, where we have broken all the paradigms of what beauty is.
What strategies do you use to balance external pressures about appearance with your personal values of beauty and authenticity?
I believe that nowadays we are much more authentic and transparent; however, there is still this unattainable idea of always trying to look better, especially with social media. Yet, little by little, I feel that we have also started to care more about feeling better. Beauty, though it may sound cliché, truly does come from the inside out.
In my daily life, I try to balance the external with the internal, allowing myself moments for spiritual nurturing, such as practicing yoga and self-care with products that pamper my face and body. When I think about or see images/messages on social media related to beauty that I disagree with or cannot control, I focus on remembering that beauty is different for everyone; it depends on who is looking at it. I strive to be realistic and not let these concepts take over my balanced thoughts, knowing that I am beautiful not only because of my physical appearance but also because of everything I have built over the years.
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?
One of the most significant lessons I have learned is self-care; if we do not take care of ourselves mentally and physically, no one else will. This year, I started working on decisive actions to balance my personal and professional life, and I feel and believe that I am achieving it, thanks to setting boundaries. These boundaries have helped me practice self-care and begin incorporating a bit of exercise, specifically yoga, which benefits not only my physical health but also my mental well-being. This includes paying attention to my diet and hydration. I never leave home without my water bottle—it’s a must in my life.
I empower others by setting an example of achieving personal and professional balance, which in turn makes me a more empathetic, conscious, and efficient leader.
How do you use your influence to redefine beauty in a way that empowers women and promotes authentic representation?
Through my work, I strive to be an inclusive person, understanding that beauty exists within each of us in different ways. We launched a campaign this year called “We Are Part of Something Beautiful” that embodies this idea. The entire context of the campaign takes place in a bathroom where various people (men and women of different ages, genders, and nationalities) interact, have fun, and look at themselves in the mirror.
The mirror speaks to us about acceptance and understanding, and it serves as an ally in facing any adversity.
What challenges have you faced in attempting to change the beauty narrative in your environment, and what were the keys to overcoming them?
The challenges I face are more personal than professional; understanding that what is beautiful to me might not be the same for someone else has been crucial in overcoming these challenges. I am Mexican and live in a society where criticism has always been prevalent. Since childhood, there have always been standards that one was expected to meet, such as being thin, and it has been a challenge for me to fight against that ideal of always maintaining an “appropriate” weight to look, dress, and feel good. Most of the time, I have been on “diets,” experiencing weight loss and gain, all under the supervision of nutritionists, but these approaches have not been healthy for me.
It has been difficult to overcome these challenges imposed by society. I only understood them when I realized that they were a holistic issue, not an isolated one; they were about balance—balancing nutrition, exercise, spirituality, and therapy—that leads to being healthier, not just thinner.
How do you think beauty standards are evolving, and what role should the media play in shaping them?
We have a duality; on one hand, consumerism on social media is astounding—the amount of information you can find and, in just seconds, how you can see what you would look like if you visited a beauty expert.
But on the other hand, there is also conscious action where many people, having greater access to information, seek out the best options, which are not always just aesthetic or physical. Many of us are looking for ways to nourish our soul and mind from a different perspective, focusing on self-care through exercise, therapy, and other wellness practices.
The role of the media is crucial because they help brands like ours tell stories. Likewise, opinion leaders, influencers, and content creators become channels to reach people and, ultimately, share those stories. However, all of this reflects the society we live in—a society that is insatiable.
How do you incorporate your personal values into your beauty rituals, and how does this influence your well-being?
Makeup has always been a part of my daily life for as long as I can remember. I would watch my grandmother put on her makeup in front of the mirror in her bathroom. She used different products back then, but that was never the important part. What excited me was seeing how she looked at herself and had fun with each product she used. The “red lipstick” was always one of her favorites. Then, doing her hair was an entire experience for her; she styled it with so much love. In her younger years, she owned a beauty salon, and that’s where her love for this art was born.
The beauty routine gesture that I have kept is the red lipstick. It has always empowered me and made me feel happy. I’ve always felt it represents me well; it is a symbol of strength, yet also of a woman with a strong character. It also lifts my spirits to the highest level. The perfect match of the right shade of red lipstick, skin tone, and hair color for many women creates a combination that always invites fun.