La directiva brasileña aficionada al hip hop que estrena cargo en L'Oreal y vida en España

Joana Fleury, born in Rio de Janeiro in 1981, has become the new General Director of L'Oréal Professional Products for Spain and Portugal. This marks two firsts for her: taking on the top position in this category and living outside Brazil. She moved to Madrid with her husband and three children aged 13, 9, and 8. The transition was challenging, but Fleury emphasized the importance of transparency and empathy when communicating with her children about the changes.

Growing up, Fleury learned English and has always been accustomed to working with Latinos. She has been with her husband for 25 years, making Spanish culture an integral part of their lives. Her journey began at Unilever in Brazil, where she worked her way up the marketing ladder. After five years at Unilever, she joined L'Oréal in 2014.

Fleury was initially hesitant about becoming a director due to her leadership style, which focuses on building teams rather than heroics. However, she has found her niche in the market and values passion and the ability to materialize ideas above all else. As the beauty sector continues to flourish, Fleury highlights the growing demand for hair care products, especially among older women who are investing more time and money into their hair.

She also notes the increasing influence of Latin American culture in the beauty industry, which will significantly impact the market in Spain and Portugal.