Tayana Borges | Global Brand Consultant | Luxury & Beauty Expert | Founder of FWD Brand Consultancy
Meet Tayana BORGES
Tayana Borges is a global brand consultant and founder of FWD Brand Consultancy, helping beauty and wellness brands drive purposeful growth through strategy, innovation, and storytelling. With 17+ years of experience at industry leaders like La Prairie, Jo Malone London, and L’Oréal, she blends corporate expertise with entrepreneurial vision to build brand equity, optimise product portfolios, and launch impactful go-to-market strategies.
Tayana Borges’ Global Career Start
Born with a passion for storytelling and strategy, Tayana Borges built her foundation through prestigious academic and corporate paths. With a business degree from Fundação Getulio Vargas and a postgraduate diploma from Institut Français de la Mode, she balanced creative and commercial thinking early on.
Studies at SDA Bocconi further sharpened her fashion and marketing strategy skills. Early marketing internships at Procter & Gamble and Guerlain sparked her international career, laying the groundwork for a dynamic trajectory across São Paulo, Paris, Stockholm, London, and Zurich.
Tayana’s early work introduced her to the intersection of commerce, culture, and consumer behaviour. From the beginning, she was exposed to brand systems that required a deep understanding of global markets and an ability to build cohesive product narratives across regions.
Building Brands with Tayana Borges
From launching 70+ SKUs at Oriflame Cosmetics to revitalising innovation at No7 Beauty Company, Tayana Borges became known for turning strategy into results. Her leadership at L’Oréal’s The Body Shop shaped new product directions, while her time at Jo Malone London was marked by sustainable fragrance and skincare development.
At Jo Malone London, she led innovation across multiple categories, introducing holistic brand experiences rooted in scent, sustainability, and story. Notably, she championed the long-term product sustainability strategy and orchestrated collaborative workstreams with R&D centres and manufacturers.
Her tenure at La Prairie saw her direct the Precious Metals collection, where she created positioning strategies that reflected the brand’s ultra-premium aesthetic while delivering tangible business results. She was also instrumental in refining go-to-market frameworks that elevated global activations.
At ELEMIS, as Global Brand Director, Tayana led over 25 professionals across brand, creative, and product teams. She played a key role in reimagining the brand’s visual identity, streamlining its strategic framework, and creating compelling campaigns that aligned product innovation with customer experience.
“Tayana is very good at sharpening strategies and turning them into action through clear and organised planning.” — Dr. Patrizia Doni
Her consistent track record across these iconic brands positioned her as a leader not just in product development, but in building meaningful, modern, and profitable brand ecosystems.
Launching FWD Brand Consultancy
In 2025, Tayana Borges founded FWD Brand Consultancy — a strategic move rooted in clarity, purpose, and experience. The consultancy was created to serve forward-thinking beauty and wellness brands ready to scale responsibly and resonate deeply with consumers.
FWD supports clients across five core pillars:
- Brand strategy and positioning
- Product innovation and pipeline development
- Storytelling and brand narrative
- Portfolio optimisation
- Go-to-market execution
“She has great technical understanding combined with creative flair – a rare combination.” — Natalie Alexander
Recent projects have included helping a heritage skincare brand reposition itself for Gen Z consumers and guiding a sustainable fragrance startup through launch from concept to shelf. In every engagement, Tayana brings a balance of empathy and edge, helping founders and marketing teams move with intention.
Tayana Borges on Forward Thinking
Whether mentoring, speaking, or coaching teams, Tayana Borges promotes leadership that is human, focused, and sustainable. Her guiding message — “Moving forward together, always” — speaks to the consistency and care behind her approach.
As a multicultural leader fluent in five languages and grounded in diverse market insights, Tayana’s work is inherently global. She understands the nuances of launching products across regions and how to embed culture into branding without losing identity.
“Moving forward isn’t only about speed. It’s about knowing when to pause — so you can come back stronger.” — Tayana Borges
Now expanding FWD Brand Consultancy, she welcomes aligned collaborations and partnerships with beauty brands and creative professionals worldwide.
“Tayana’s professionalism and creativity ensured that the launched brands were an outstanding success for Oriflame.” — Ion Ciorici
Editorial Note
Tayana Borges’ journey proves that modern leadership isn’t just about building brands—it’s about aligning purpose with performance and daring to begin again. Her career reflects what happens when global experience meets soulful strategy, and when success is reimagined through clarity, creativity, and care. At Executives Diary Magazine, we are proud to feature voices like Tayana’s—leaders who don’t just follow trends but shape them. If you’re an executive with a story of transformation, we invite you to share your journey. Let your evolution become the blueprint for others to grow.
