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