Barbara Fortes
Director - Brazilian Association of Luxury Companies @ YPO
About
As the General Manager Brasil at The Estée Lauder Companies, I lead the development of the Brazilian prestige and luxury beauty markets with eight iconic brands, including MAC, Too Faced, Jo Malone, and Tom Ford. I have more than 20 years of experience in cosmetics, omniretailing, and consumer goods, with a passion for building the future of beauty through people, sustainability, and technology. I have a proven track record of delivering profitable growth, innovation, and digital transformation, as well as fostering a culture of diversity and empowerment. Prior to joining The Estée Lauder Companies, I was the COO at Espaçolaser, where I led the first IPO for a publicly traded beauty services company in Brazil, reaching USD 1B market cap, and expanded the network from 287 to over 700 points of sale. I also held leadership roles at L'Oréal, L'Occitane, and Natura, where I managed business development, M&A, greenfield, and startup projects across multiple geographies and channels. I am a member of YPO, a start-up mentor, an author, and a speaker.
Brazil
São Paulo
Consumer Goods
Conselho de administração, Strategy, Leadership, Business Development, Start-ups, Financial Analysis, Strategic Planning, Business Planning, Business Strategy, Strategic Financial Planning, ERP, Market Analysis, Business Intelligence, Marketing Strategy, Financial Audits, E-commerce, Financial Planning, Digital Marketing, Marketing, Project Management
Experience
General Manager Brasil
The Estée Lauder Companies Inc.
Brazil
The Estée Lauder Group is the world’s leading company in luxury and prestige beauty. We are developing the Brazilian prestige and luxury beauty markets with MAC, Too Faced, Jo Malone, Tom Ford, Clinique, Estee Lauder, La Mer and Aveda.
Director - Brazilian Association of Luxury Companies
ABRAEL
São Paulo, Brazil
Member
YPO
Forum Director Paulista Chapter 2026/27
Chief Operating Officer
Espaçolaser
São Paulo Area, Brazil
IPO for the first publicly traded beauty services company in Brazil reaching USD1B market cap, working with company founders and the LCatterton Private Equity group. Profitable expansion from 287 to over 700 points of sale, 3 International Affiliates, M&As, Digital Transformation, New Product Launches, National Marketing and Brand Campaigns, Digital and Performance Marketing, Diversity & Inclusion.
Retail Business Unit Director
L'Oréal
São Paulo e Região, Brasil
Developed Retail D2C at L'Oreal with over 180 Direct and Franchise points of sale for the Maybelline and NYX Professional Make-up brands. Strong annual growth through high salesforce engagement, animations, KPI management and focus on customer experience. Introducing digital tools for #frictionless service, CRM and omnichannel selling.
Business Development & M&A Director
L'Oréal
Rio de Janeiro Area, Brazil
Launch of The Body Shop in Brazil with the acquisition of local brand Emporio Body Store (125 stores). Creation of Retail Business Unit at L'Oreal Brazil.
Finance, Legal and IT Director
L'OCCITANE Group (B Corp)
Strategic expansion from 28 to 84 points of sale in Brazil with focus on profitability. Focus on compliance in stores (inventory, personnel and cash management), P&L management and best accounting practices. Full Audit and Finance reorganization for company IPO.
Senior Finance Manager
Natura
São Paulo Area, Brazil
Finance Manager & Controller - Natura México
Natura
Mexico City Area, Mexico
Successful greenfield start-up of Natura in Mexico, their largest operation outside of Brazil.
Project Manager
Natura
São Paulo Area, Brazil
Deployed the first comprehensive Beauty Analytics Datawarehouse in Latin America with insights on over 1 million consultants and consumers.
Financial Planning Coordinator
Natura
São Paulo Area, Brazil
Education
McGill University
International Management
International masters in 5 global universities, coordinated by McGill University - Canada with IMB Bangalore - India, Renmin University - China, FGV - Brazil, Lancaster University - UK
Ibmec
Finance & Economics
Dean's list
INSEAD
L'Oreal Senior Leaders Program
Course focused on international and interpersonal relationship building, sponsored by L'Oreal for top talents
Fundação Dom Cabral
Leadership development program for high potential managers promoted by Natura with Fundação Dom Cabral.
Instituto Tecnológico Autónomo de México
Bryn Mawr College
ELC @Bryn Mawr
Barbara Fortes's Contact Information
Phone
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