Juliana Cruz, NPA Tutor, Natural Perfume Academy

Journalist, digital marketing specialist, botanical perfumer, and founder of Arqué Cosmética Natural.

I am Juliana Cruz, a journalist, communications professional, digital marketing specialist, botanical perfumer trained by the Natural Perfume Academy, and founder of Arqué Cosmética Natural. My background brings together strategic communication, entrepreneurship, natural perfumery, and the development of digital businesses.

Before creating my own brand, I built a career of more than 15 years in Communication and Marketing, working with press relations, public relations, crisis management, digital marketing, content creation, data analysis, and digital transformation projects.

Throughout this journey, I have worked with major public and private institutions in Brazil, developing communication strategies, institutional campaigns, social media management, multimedia content, press relations, performance analysis, and digital projects. I have also worked on the management of corporate and government websites, active transparency initiatives, and the implementation of digital accessibility standards.

My academic background includes a degree in Journalism from Universidade Presbiteriana Mackenzie, an MBA in Marketing and Digital Media from FGV, as well as postgraduate studies in Aromatherapy, Integrative and Complementary Therapies in Health, Aesthetic Pharmacy, and Aesthetic Health. This multidisciplinary foundation allows me to understand artisanal businesses not only as commercial structures, but also as expressions of identity, value, care, sensitivity, and purpose.

15+ years in Communication and Marketing
MBA in Marketing and Digital Media
Degree in Journalism
Founder of Arqué Cosmética Natural
Botanical perfumer trained by the Natural Perfume Academy
Specialist in digital business, branding and online communication

Since 2020, I have been leading Arqué Cosmética Natural, a brand of 100% natural, biodegradable, and plastic-free cosmetics and perfumes. In practice, this means that I do not teach only theory: I experience every day the challenges of creating a brand, positioning products, building authority, developing campaigns, selling online, serving customers, dealing with suppliers, communicating value, and transforming artisanal work into a real business.

I have also created online stores as a freelancer for several businesses, especially in the fields of cosmetics, perfumes, therapies, and clothing. This experience has shown me closely the most common difficulties faced by creative entrepreneurs: insecurity around technology, dependence on third parties, fear of “touching the website,” lack of a team, difficulty presenting products clearly, and the feeling that selling online is something distant or overly complicated.

That is precisely why I created the course Build Your Online Business.

My purpose is to teach, in a clear, practical, and accessible way, what is often presented as difficult, technical, or out of reach. The goal is not to turn artisans into technology experts, but to offer them the autonomy to understand their own online structure, create a functional online store, present their products more effectively, and manage their business with greater confidence.

My Build Your Artisan Business Online course was born from the union of professional experience, entrepreneurial practice, and a genuine desire to make knowledge more accessible. When an artisan understands her communication, her digital presence, and her sales structure, she no longer depends entirely on third parties and can lead her own business with more freedom, awareness, and confidence.

I believe knowledge creates autonomy. And for those who create with their own hands, autonomy is also a form of expansion, protection, and power.