A sisterhood of beauty bosses — Meet the Latina executives shaping the future of prestige beauty

Left to right: Alicia Romero, Rocío Sandoval, Claudia Benshimol, Kimberly Villatoro, Marilu Marshall, María Cristina González Noguera, Elizabeth Otero and Gabriela Rodríguez 

 

When it comes to beauty, there is one global company that is trailblazing the industry by celebrating its culture of inclusivity, diversity, individuality and empowering Hispanic women: The Estée Lauder Companies. M•A•C, Estée Lauder, AERIN Beauty and Smashbox are just a few of the company’s iconic brands that have senior Latina executives leading the way. To celebrate their sisterhood of “Latinidad,” eight executives of different Hispanic backgrounds came together to discuss working for the inspiring, diverse company that was founded by another extraordinary woman, Mrs. Estée Lauder.

 

Since its founding in 1946, the corporation has become a global success with a workforce that is 84 percent female and 54 percent women in its vice president roles or higher. “To work in a place that was founded by a woman for women with so many strong women leaders in the company today is just so special,” says Claudia Benshimol, Senior Vice President/General Manager, Estée Lauder & AERIN Beauty, North America.

 

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Working alongside fellow Latinas makes the experience even more special for the businesswomen, as they all noted that their Hispanic values are at the core of their professional and personal lives. The Estée Lauder Companies is the global leader in prestige beauty with some of the most sought-after brands in the world, but at its heart, the business remains a family company focused on the long-term. The representation of family goes beyond the company’s name. It is embedded in its values and creates a sense of belonging for all its employees.

 

The spirit of inclusion, diversity, and empowering women are at its core, as is its dedication to its “familia.” From beauty counter roles to senior management, the Latina representation allows The Estée Lauder Companies to authentically connect and engage with the Latino community, while also providing the business with a deeper understanding of what the Hispanic community needs, as well as cultural distinctions of this dynamic, growing, and powerful demographic.

 

Continue reading to learn more about these powerful Latinas’ stories and their advice on how to navigate your professional career, while still honoring your unique roots and values.

 

Left to right: Gabriela Rodríguez, Vice President, Global HR Business Partner; Marilu Marshall, Senior Vice President, Executive Management And Chief Inclusion & Diversity Officer; and María Cristina González Noguera, Senior Vice President, Global Public Affairs

 

For Marilu Marshall, Senior Vice President, Executive Management and Chief Inclusion & Diversity Officer; María Cristina “MC” González Noguera, Senior Vice President, Global Public Affairs; and Gabriela Rodríguez, Vice President, Global Human Resources Business Partner, thriving in corporate America means staying true to your roots, trusting in your “familia” and Latina community and empowering those around you. These inspiring Latinas are challenging convention and proving that anything is possible. If you’ve often wondered how best to blend your Latina self and corporate self, then let these boss women serve as prime examples. They have learned that having a successful career doesn’t mean abandoning your personal identity.

 

The notion of inclusion and diversity is more than just chatter at The Estée Lauder Companies. “It’s not even something that we do; it’s who we are. It’s the DNA of the company. It requires leadership from the top to be champions for inclusion and diversity,” says Marshall. González Noguera agrees: “It’s important for Latinas to have representation within the beauty industry because as we’ve all heard, you can’t be what you can’t see.” This translates into having a diverse workforce that can connect with both Latinas and other consumers. After all, says Marshall, “The celebration of beauty is key to the Latina culture. Therefore, it’s important to respect and honor our Latina culture.”

 

She asserts that inclusion and diversity are not trends at The Estée Lauder Companies but rather fundamental parts of the organization and its strategy. Having a support system is also crucial. “We all face unfamiliar and challenging situations in our careers,” says González Noguera. “But those are precisely the moments when your Latina community will help you find your way.” And she counts herself among that support for others and advises that you do the same. “Turn back around and help others. I take a lot of pride and passion in helping other Latinas navigate the work environment.”

 

Marilu Marshall, SVP, Executive Management, and Chief Inclusion and Diversity Officer

 

Contrary to longstanding perception, you can be yourself and be proud of your culture at work. “Authenticity is empowering,” says Marshall. “I feel far more powerful being me than if I tried to be somebody else. And that’s the truth.”

 

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As an HR professional, Rodríguez knows a thing or two about talent development. She notes that the company doesn’t just encourage individuality but also seeks it, cultivates it and celebrates it. “Authenticity is the foundation for trust. And trust is the key element to genuine relationships,” she says. “At The Estée Lauder Companies, relationships are at the core of collaboration and organizational development. Bringing your full self to work is the most important thing you can do to be successful. Being yourself sustains your energy so you can be truly engaged in your professional and personal journey.”

 

Left to right: Claudia Benshimol, Senior Vice President/General Manager, Estée Lauder & AERIN Beauty, North America; Kimberly Villatoro, Executive Director, North America Marketing, Smashbox; and Elizabeth Otero, Senior Vice President, Global Marketing, M•A•C

 

The Estée Lauder Companies is home to some of the most popular prestige beauty brands. Latinas of diverse backgrounds represent senior leadership on many of these brands: Claudia Benshimol is Venezuelan and leads the Estée Lauder and AERIN Beauty brands in North America; Elizabeth Otero is Puerto Rican and heads Global Marketing for M•A•C; and Kimberly Villatoro is Salvadoran and leads Marketing for Smashbox in North America. “It’s so inspiring to walk into our offices and see so many smart, diverse women—that’s a real source of pride for me,” says Villatoro.

 

M•A•C is no stranger to authentic connections with its inclusive credo “all ages, all races, all genders.” The brand has a long history of diverse collaborations, including a M•A•C Selena partnership that led to the creation of a collection inspired by the late Tejano singer’s unique style. “Connecting with the identity of the brand is super important,” says Otero. “Consumers are smart; they can see right through something that’s forced. It was Selena’s fans who identified with the [M•A•C] brand and the [Quintanilla] family also felt that M•A•C identified with what Selena stood for. They petitioned the brand to launch the collection. It was wildly successful because it came from a natural connection.”

 

Having diverse leadership and a workforce that authentically represents your consumers are powerful assets. “I am a L.A. girl, born and raised, and Smashbox is a brand that was born in Los Angeles,” says Villatoro. “It’s about having L.A. pride for the company and the place where I was born! Being a Latina from the West Coast is a very different cultural experience. There are a lot of Central Americans in Los Angeles, like my parents, who are from El Salvador. It’s a lens that I bring into my work life every single day.”

 

Claudia Benshimol SVP, GM, Estée Lauder and AERIN Beauty, North America

 

Being at a company that celebrates individuality, embraces differences and lets everyone be their authentic self benefits employees and their work. These brand leaders know that Latinas are shaping the beauty industry —they’re one of the fastest growing consumer bases and some of the most successful influencers in the world are Hispanic.

 

“We want to make sure that every consumer sees herself in the brand and that she knows that Estée Lauder is for her—not just Latinas but every consumer segment. We do this through the diversity of our spokesmodels and the diversity of the influencers who we partner with,” says Benshimol. “Faces are important… she does want to see herself, but it’s also about how we connect to her in an authentic way through relevant communications, product offerings, and services.”

 

Left to right: Rocío Sandoval, Executive Director, Corporate Marketing, Latin America and Alicia Romero, Executive Director, Local & Cultural Relevancy, North America

 

Storytelling across generations is at the core of Hispanic culture — and at The Estée Lauder Companies, the inspiration of its founder, who is often lauded as the “original influencer and storyteller,” keeps this heritage of storytelling at the forefront of its brands. Ensuring deep consumer connections and stories that resonate with Latinas when creating advertising campaigns is the work of Rocío Sandoval, Executive Director, Corporate Marketing, Latin America and Alicia Romero, Executive Director, Local & Cultural Relevancy, North America. Both businesswomen are of Mexican heritage but from different countries.

 

The Estée Lauder Companies strives to allow consumers to see themselves reflected in their brands. Romero explains, “Mrs. Estée Lauder is a huge influence. She wasn’t just a storyteller but a very powerful influencer. She knew how to bring products to life in a unique way that allowed women to think, ‘I see myself in that.’ As a Latina, storytelling is embedded in our culture, so I want to fuse in the cultural elements that are so important to us.”

 

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The Estée Lauder Companies recognizes the importance of understanding the vast diversity within Latino culture to make authentic connections, and this influences everything from innovation, to retail experiences, to communications and marketing in North America and Latin America. For example, M•A•C created Up For Everything Lash Mascara, specifically for Mexican consumers and their “Mestizo” eyelashes. Sandoval explains: “Mexicans have an eye cult. The eyes are the most important feature to highlight in the makeup routine. The mascara was designed for Mexican eyelashes, with extreme volume and a 24-hour effect.”

 

When it comes to the diversity of Latinos in North America, Romero notes that they “have to use cultural cues that allow [them] to celebrate the uniqueness of Latino culture.” She adds, “We don’t have a one-size-fits-all approach at The Estée Lauder Companies. Instead, we focus on unique points, whether it’s generations, different geographies, highlighting benefits across the country. Even language—we don’t all necessarily speak Spanish. All these subcultures and cues really allow us to uniquely connect with women.”

 

Over and over, The Estée Lauder Companies executives emphasized their love for both their work and families. One wasn’t a priority over the other—a belief that is shared by their workplace. This belief parallels Latina values, says Romero. Sandoval adds, “Working for a company with family values means everything to me. Their values are compatible with my values. It’s so important to feel supported at work. And to be treated like family.”

 

Sandoval, a mother of five-year-old twins, shares, “My advice for working mothers is to choose your battles. As women, we have the tendency to seek perfection in all the roles that we play but that is not possible. Choose the goals that you want to excel in and commit to that. Also, look for help, have a support system. Sometimes women want to do and solve everything alone, but it’s okay to look to our partner, our family.” Romero concludes, “As a strong, interconnected Estée Lauder Companies family, with Mrs. Estée Lauder’s vision at our core, we will continue to empower, celebrate, inspire, and be inspired by generations of women to come.”

 

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