Scaling Purpose: Leading Innovation and Sustainability in the Future of Beauty and Beyond

In this episode of The Shift Code Podcast, host Pierre Le Manh is joined by Manuel Rios Krauss, Chief Innovation and R&D Officer at Natura, to discuss how to balance sustainability goals with business imperatives, scale eco-friendly practices globally, and foster breakthrough innovation in established industries.

What You’ll Learn:

• How to transform sustainability from a corporate initiative into a commercial advantage
• Why local knowledge and indigenous traditions can become powerful differentiators in global markets
• How to balance rapid transformation with organizational clarity using the 40-40-20 leadership approach
• The three major disruptions reshaping business
• Why successful innovation requires both crazy people and practical operators to create dynamic equilibrium
• How to structure innovation around consumer pain points rather than traditional product categories

Manuel Rios Krauss is Chief R&D and Innovation Officer at Natura, leading the company’s transformation through regenerative science, biotechnology, and Amazon-powered innovation. With over 20 years of global experience in the beauty industry, including at Unilever, he combines deep expertise in product innovation and sustainability with a passion for emerging technologies. He also co-founded Deep Blue BioTech and advises next-generation materials ventures like Cambrium.

Episode Resources:

• Manuel Rios Krauss on LinkedIn
• Natura Website
• Pierre Le Manh on LinkedIn
• Project Management Institute Website
• Project Management Institute LinkedIn