Rooted in the Amazon, Designed for the Future: Juliana Cristina de Farias Tavares

Juliana Cristina de Farias Tavares bridges the wisdom of the Amazon with the innovation of the modern world. Through her brand 3.OH, she transforms ancestral knowledge into beverages and experiences that awaken the senses, honor nature, and inspire possibility. For Juliana, the future is rooted in tradition—and crafted with intention.

“The future thrives when tradition leads. 3.OH is the Amazon’s wisdom redesigned for what’s next.”

Your brand 3.OH sits at the intersection of nature, technology, and cultural intelligence. What first sparked the idea of creating a beverage company rooted in Amazonian wisdom yet engineered for the future?

The idea started as a bridge, a way to honor where I come from while speaking to where the world is going. Growing up between Brazil and the Amazon’s cultural influence, I saw how powerful our natural ingredients are. When I moved to the United States and later began traveling to Dubai, I realized that the future of wellness would require both ancestral intelligence and modern innovation. 3.OH is a beverage that carries the soul of the forest, crafted with precision and ambition of the future.

You describe your work as translating ancestral potency into modern design. How do you balance honoring tradition while building something boldly innovative?

For me, honoring tradition means to preserve the essence, not the format. The Amazon teaches potency with respect for nature and the understanding that everything is connected as for the innovation part, it  is how we translate those values into products, design and systems that the modern world can engage with. I don’t see tradition and innovation as opposites, I see them as partners, one holds the roots and the other builds the bridge.

3.OH isn’t just a beverage—it’s a system. Can you share what that system looks like and why human experience is at the center of it?

3.OH is a multi-phase ecosystem, starting with a beverage and expanding into connected experiences around wellness, energy and sensorial experience. At the center of the system is the idea that people don’t just consume, they feel, respond and evolve. Our mission is to design products and touchpoints that support that evolution in simple and intuitive ways. The beverage is the beginning not the end.

You’ve lived in Brazil, the United States, and now Dubai. How have these three environments shaped your worldview and your approach to leadership?

Brazil gave me soul and deep respect for nature. The United States gave me structure, strategy and the courage to build. Dubai is giving me vision – a global lens, a sense of possibility and an environment where ambition and forward thinking isn’t just welcomed but expected. Together, these three places shaped a leadership style that is intuitive yet strategic, grounded yet expansive.

What does entering your “Dubai Era” mean for you personally and professionally?

My Dubai Era is about precision, elevation and alignment. Personally, it represents stepping into a new level of confidence and clarity. Professionally, it means bringing 3.OH to the world stage, not as a product but as a platform. Dubai for me personally and professionally is where my past, present and future finally meet.

As a founder, how do you maintain your intuitive compass when navigating a fast-moving, high-output business landscape?

Intuition is more than a feeling – it’s a discipline. I create space for silence, reflection and alignment before making big decisions. That inner clarity allows me to move forward without losing my essence.

You emphasize impact over sheer output. What does meaningful impact look like for you—both as a brand-builder and as a global citizen?

Impact for me is when something we create brings people closer to themselves, to nature and to possibility. I don’t measure impact by numbers first. Impact becomes real when sparks transformation, even the subtle kind. If our work can ignite curiosity, shift perspectives or open a new path for someone, that is the impact that truly counts.

The Amazon plays a significant role in your inspiration. What parts of its culture, science, or stories have shaped the DNA of 3.OH?

The Amazon taught me that energy is everything. Its fruits carry nutritional power but they also carry stories – resilience, abundance and wisdom passed down through generations. That philosophy shaped 3.OH : every ingredient has purpose and every choice carries meaning.

Bringing a brand to the world stage requires vision, resilience, and timing. What has been the most transformative lesson for you on this journey so far?

The most transformative lesson of this journey has been realizing entrepreneurship is much an inner path as it is an external one. I’ve learned that time has its own language and that alignment is more powerful than speed. Trusting my intuition, staying resilient through uncertainty and allowing timing reveal the right next step have reshaped the way I create. Building something meaningful requires both resilience and surrender, knowing when to push and when to stay open to the door that’s ready to open.

What message do you hope women around the world take from your path—especially those building something unconventional, future-focused, or deeply rooted in their heritage?

You don’t have to choose between where you come from and where you are going. You can build something innovative without abandoning your roots. You can move globally while staying ground in your identity and you can lead with both softness and strength. Your heritage is not a limitation – it is your superpower.

“When roots meet intention, innovation flows. I build the bridge between where we come from and where we’re going.”