In Conversation with Natalia Formosa
Tell us about your background:
I have always been interested in the beauty scene. Since an early age, both my grandmother and my mother educated me about beauty ingredients and skincare techniques. Beauty was always considered in my family as key part of wellbeing and a source of confidence. I always knew deep in my heart that I would end up growing my career in the beauty industry.
I moved to New York City in 2015 to pursue a master’s degree in Branding at the School of Visual Arts, where I currently teach. I can honestly say that this program changed my life and gave me a strong career start – I didn’t have any family members or relatives in the US, so it wasn’t easy to start a completely new life as a Polish immigrant in the most competitive city in the world. Thanks to the amazing people I met, I started a job as a brand strategist in a branding and design consultancy, Sterling Brands. I conducted research and created strategies for global and US brands like Kimberly-Clark, Newell Brands, Pepperidge Farm, Anheuser-Busch, MARS, GE, Tyson Foods and others. These were extremely valuable and amazing two years of my career. Being drawn to the beauty space, I launched a skincare start-up, HERLA Beauty in the US. Having a background in branding, I developed the brand, its elements and a 360 go-to-market strategy; led marketing and communications initiatives, managed inventory and innovation pipeline and built retail partnerships with Macy’s and QVC.
Fast-forward to 2021, I went back to a corporate life and currently work at Coty as a brand manager for US mass fragrance including brands like Vera Wang, Nautica and Adidas, which I absolutely love. Personal growth and continuous learning have always been my priority when it comes to work, so whenever I feel like the learning curve slows down, I tend to get my hands on new projects.
What do you wish you’d known when you started out?
When I was launching a beauty startup, I basically had to learn everything by myself, by asking around and by trial and error. I wish I had people around me who would have given me advice on all aspects of launching a beauty brand - I eventually was lucky to have wonderful mentors, but in the first year of business it was all asking around, educating myself and trying things.
Best career advice you've ever received?
I’d like to share a career advice I give to many people – be willing to accept a position below your experience and salary levels if it can take you to where you want to be in the long run. A lot of people don’t even consider applying for more junior positions and wonder why they are not successful in landing a job. Sometimes that approach can help you get to a desired position faster. And try not to compare yourself to others, everyone’s path is different.
What leadership qualities are important to you?
A great leader in my opinion possesses three key qualities – is a visionary, an avid listener and an excellent mentor. It’s also important for me to bring energy and enthusiasm to the team.
What has been the biggest challenge in your career so far?
Definitely building a brand and its products from the ground up, creating a team and establishing presence in the US market. It has been the biggest challenge in my career, but also the greatest learning experience that has shaped my approach to running a business or managing a brand.
And for fun, what is your favorite wardrobe staple?
My favorite piece of wardrobe is a white top, it goes with everything and can be a part of both casual and a formal outfit.
LinkedIn: https://www.linkedin.com/in/natalia-bednarek/
Website: https://www.coty.com/
Instagram: @nadrine
