A Latina Leader Redefines Success from the Inside Out

A Conversation with Latina entrepreneur and leader Angelica Fuentes

In the world of international business, the term “trailblazer” is heard often, but for Angélica Fuentes, it is an understatement. A Mexican American executive who became a CEO at just 29, Angélica has spent over 30 years scaling operations across 17 countries. She is renowned for her “rebellious mind” and her ability to lead massive corporate turnarounds—most notably taking a company from the brink of bankruptcy to a valuation of over $1.5 billion.

Today, she is channeling that same disruptive energy into NOWFUL, a transformative wellness system. Angelica shares how her bicultural heritage, her early start at a family gas station, and her commitment to gender equality have culminated in her most personal project yet. 

Background & Heritage

Tina: Angélica, for our readers at Latin Biz Today, could you provide a snapshot of who you are today as an executive and the founder of NOWFUL?

Angélica: I am a Mexican American business leader who has spent more than 30 years building and leading companies, scaling operations across industries and borders, and advocating for gender equality as a driver of sustainable growth. I was a pioneer in advancing corporate policies to promote gender equality at a time when these conversations were barely happening.

At 62, I launched NOWFUL, a transformative wellness system rooted in presence, resilience, and self-connection. After decades of working on myself, navigating high-pressure environments, and experiencing a profound learning journey, I realized that real transformation comes from within; it requires more than strategy and execution, it requires inner stability, emotional clarity, and connection with oneself.

Tina: You grew up between El Paso and Ciudad Juárez. How did that bicultural environment shape your career path?

Angélica: Living on the border taught me to navigate different perspectives and realities from a very young age. It shaped my identity, my adaptability, and my ability to move comfortably between worlds; something that later became a strength in my professional life. For more than a decade now, I have lived in the United States, and I feel a very natural connection with the Latino community here. I understand their aspirations, their challenges, and the balance they constantly manage between opportunity and belonging.

Tina: I love the story of you pitching your father to work at his gas station at age 11. What did you learn there that stayed with you?

Angélica: My father agreed to let me work there because he genuinely thought I was not serious. His reaction was essentially: “Fine, let her do it, she’ll get bored and quit”. What he didn’t realize was that I was completely serious. I wanted to start understanding the business from the ground up, learn everything I could, and one day be ready to lead it.

I noticed that customers weren’t tipping me, even though I was doing the same work as others. When I finally gathered the courage to ask why, the answer was blunt: “Because you’re a woman”. That was the first time I experienced gender discrimination so directly. In Mexico, there is a very harmful saying: “calladita te ves más bonita,” which literally means “you look prettier when you stay quiet”. I completely disagree with that idea. We should always question, speak up, and raise our voices to ask for what we want.

Career & Leadership

Tina: You have led massive multinational companies. What is the single most important leadership philosophy that allowed you to successfully navigate such different market sectors?

Angélica: Transformation comes from within. This applies to people, and it applies just as strongly to organizations. One of the most meaningful achievements in my career was transforming Omnilife–Angelíssima–Chivas from a company in bankruptcy into an enterprise with a value of over $1.5 billion. I focused on restructuring operations, improving distribution efficiency, and strengthening the brand’s global presence. I built a more agile leadership team, implemented tighter financial controls, and redefined the company’s vision to focus on sustainable growth and innovation.

Tina: What unique perspectives do you feel Latina leaders specifically bring to the global business table?

Angélica: Latina leaders bring diversity to the global business table, and diversity opens new options. It fosters creativity, challenges conventional thinking, and enhances innovation. I have always said that it is not about two heads thinking better than one; it is about two perspectives, two visions, enriching the conversation and the outcome. That diversity of thought is not symbolic, it is a competitive advantage in a global economy that demands innovation, adaptability, and growth.

The NOWFUL Project

Tina: NOWFUL’s mission is to “universalize wellness.” How are you challenging the traditional wellness industry model?

Angélica: NOWFUL is challenging the traditional wellness model by reframing wellness as a source of power, not privilege. The wellness industry has positioned self-care as something aspirational, expensive, and out of reach for most people. I fundamentally disagree with that approach. Wellness is your superpower. It is not a luxury. You don’t need to meditate for hours or have costly spa experiences to feel grounded, focused, and strong. It is about simple, intentional practices that help you reconnect with yourself.

Final Wisdom

Tina: If you could leave our audience with a single piece of wisdom to get them through a tough challenge, what would it be?

Angélica: Believe in yourself! Especially in the moments when it feels hardest to do so. Believing in yourself is not about having all the answers or never feeling doubt; it is about trusting your inner wisdom, your judgment, and your ability to grow through challenges. When you believe in yourself, you stop waiting for validation from the outside and start moving forward with clarity and courage. If you hold on to that trust in yourself, no challenge will ever be stronger than you. 

Aprendiendos: Key Takeaways

• Own Your Voice: Angélica reminds us that “prettier when quiet” is a myth that limits our potential. Demand your rights and ask for what you want.
• Prepare for the “Double Work”: As women, we often must work twice as hard—first to prove our capabilities and then to overcome gender-based barriers.
• Wellness is Strategy: Organizations that prioritize wellness see stronger performance and greater resilience. It’s not just personal; it’s professional.
• Anchor in Gratitude: No matter how chaotic the day is, pausing for gratitude can shift your perspective from pressure to presence.

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