Charming, humble, and deeply connected to the legacy of Natura Bissé, Ricardo Fisas blends family heritage with forward-thinking vision. As Vice President and Communications Director, he’s the heart behind the brand’s voice. Let’s find out more:

Growing up with Natura Bissé in your family, do you remember a moment when you truly felt connected to the brand and what it stood for?

Interestingly, it was others, in seeing me passionately talk about and explain the brand, who helped me realise just how deeply connected I am to it.

With so much of your role focused on storytelling, are there any personal stories that have influenced how you communicate the brand?

All the stories about our parents, their example, and how they built the brand from scratch have profoundly influenced me. Beginnings are always the toughest, yet they’re often the ones we remember most fondly. As children and teenagers, we absorbed everything like sponges, witnessing firsthand what it took to start a new company. I can recall as a teenager, helping with some simple tasks like packing boxes, labelling products and doing small chores. These experiences instilled long-lasting values of effort, humility, and mutual support. Family time was not just leisure but moments when working together was a source of pride and kinship.

Where do you feel most inspired, at home, while travelling, or in quiet moments?

As an anthropologist by education, I find inspiration in travelling and meeting people from different cultures. Discovering others—and, by contrast, discovering oneself—has always been one of my most significant sources of inspiration.

What’s one lesson about leadership that you’ve carried with you throughout your career?

I believe leadership is about truly listening and embracing silence, which is incredibly difficult. You need to listen to what’s happening around you, ask the right questions, and help others bring out the best in themselves.

How do you personally continue to be innovative in your brand messaging?

Sometimes in a world of constant noise, innovation is going back to basics, being with your senses open, feeling, listening, observing, and analysing concepts that you see worldwide.

In a world filled with constant noise, innovation sometimes means returning to basics. It’s about keeping your senses open: feeling, listening, observing, analysing local concepts, seeing if they make sense globally, and implementing ideas and messages that you believe will benefit society.

How has social media transformed your brand campaign and advertising?

Social media has revolutionised the way we approach brand campaigns and advertising.

Previously, communication was much more one-directional. Now, digital platforms connect us in real-time with our audiences, enabling two-way conversations and helping us build stronger relationships within our community. This closeness has fostered trust and led to more authentic, lasting relationships.

Social listening has helped us understand the needs, concerns, and aspirations of our audience. We’re now more agile and responsive, able to adapt our campaigns on the fly and even provide immediate customer service via direct messages. It has also changed the pace and creativity of our campaigns; instead of focusing solely on major, long-term launches, we can create dynamic, agile content that responds to cultural moments and consumer needs almost instantly.

From a branding perspective, it allows us to share our story more authentically and humanly. We combine inspiring lifestyle content with educational or entertaining formats, which helps raise awareness, drive engagement, and boost loyalty.

Finally, social media provides measurable insights that let us fine-tune our strategies. A data-driven approach makes our campaigns more efficient and ensures we invest in content that truly resonates with our audience.

If you could go back and give your younger self one piece of advice before entering this industry, what would it be?

Be curious, “Curiosity killed the cat, but satisfaction brought it back”. Never be afraid or ashamed to ask questions about what you don’t understand—you’ll learn much faster.

Is there a Natura Bissé product you always travel with or personally can’t go without?

Vitamin C+C SPF 50 and Diamond Extreme Eye.

Finally, when you’re not working, what helps you disconnect from the crazy world of beauty?

A good book, music or art, and golf, nature, hitchhiking, sailing, or driving a motorcycle or car with good music.

W: Natura Bissé