Stenders CEO Kristīne Grapmane on quiet strength and femininity in leadership
As Latvian cosmetics brand Stenders marks its 25th anniversary, CEO Kristīne Grapmane discusses the pressures of leadership, feminine strength, and why perfection in every life role is impossible.
Latvian-founded cosmetics brand Stenders is celebrating its 25th anniversary this year, standing out as one of the few companies to grow from a Riga-based business into an internationally recognized brand. In a new interview, company CEO Kristīne Grapmane speaks about what it takes to run the business, her personal outlook, and the role of women in leadership today.
Grapmane explains that leading a company means facing difficult decisions daily and taking responsibility for their consequences, while still preserving the ability to pause and avoid burnout. In her view, professional strength does not have to be loud or dominant — it can just as easily be quieter and more feminine in expression.
Rejecting perfectionism
A central theme of the conversation is the idea that no one can be perfect across every area of life at once — professional and personal. Grapmane says she does not personally strive for perfectionism, focusing instead on finding balance between the many roles she has to fill.
The interview also touches on what beauty means to her personally, given that she leads a company operating in the beauty industry. Another key topic is how to maintain a firm inner backbone and self-assurance without losing one's femininity — a question relevant to many women in leadership positions today.
As it marks a quarter-century in business, Stenders reflects on a growth path that took it from a local Riga venture to international recognition.
