With our brand DNA being ‘for you, your family, your home’ it seemed like such an obvious choice to interview an expert behind a like-minded family brand. And with our mission of creating skincare gentle enough to use on a baby’s skin with botanical ingredients, it seemed even more obvious that that said brand was also focused on ‘natural’ and plant-based ingredients and products that are ‘clean’ yet effective. Step up Goldfaden MD – a dermatologist developed naturally inspired skincare brand. Developed by Dr Goldfaden, the brand prides itself on innovative, highly efficacious anti-aging skincare loaded with active plant cells and anti-oxidant rich botanicals. So for this #KINNship series we couldn’t think of anyone we’d rather talk to than the Co-Founders of this savvy skincare band; Lisa Goldfaden and Lauren Wolk. Here they talk about their love for the beauty industry, their hectic lifestyles and how they live for coffee!
Lisa Goldfaden
What’s your morning routine?
I wake up around 6:30am, read emails, the New York post and browse Net a Porter in bed.
What does your average day look like?
I head out by 7:30am to my favorite coffee shop next door where I always drink an Americano. Back at my desk there are emails and calls. If I can’t fit in a lunchtime workout, I will head to the park (weather permitting) around 5pm.
What’s the best piece of advice you have ever given and received?
Given to me by my father: Heath and family are the two most important things in life.
Given by me to anyone who will listen: Be yourself and you can’t go wrong.
How would you describe your personality in three words?
Reliable, adventurous, creative.
How would you describe your lifestyle in five words?
Family, travel, work, fun, outdoors.
What is your career highlight to date?
Launching on QVC France.
What inspires you for work/in general?
Helping people
During your career, what have you learnt about the business of beauty?
Never burn a bridge.
Which five websites are always in your browser history?
Net-a-Porter, Goldfaden MD, American Airlines, Culture Trip, YouTube.
How important is it that your beauty and homecare products are ‘clean/green’?
I’m very clean across the board with the exception of haircare, which is 50/50. I think the clean/green movement is growing rapidly and will begin to organize and separate itself into different subgroups of ‘clean’ and ‘natural’.
What products would we find in your washbag and handbag?Washbag:
Goldfaden MD Bright Eyes, Goldfaden MD Fleuressence Oil and RMS Highlighter.
Handbag:
Dr. Lipp Lipcare, Tom Ford Lipstick in Julian, and Vitamin E cuticle oil.
How important is it that your diet is ‘organic’?
I only shop organic vegetables and animal products. I eat a Ketogenic diet and practice intermittent fasting. I eat my first meal of the day at 12pm or 1pm depending on my fasting schedule the day before. I generally fast at least 16 hours between meals. Meals consist of high fat, moderate protein and low carbohydrates. So lunch is usually a green salad (kale or arugula) with one egg or small amount of fish and half an avocado.
What’s your best life hack and why?
When in doubt smile and fake it.
What are your hopes/dreams for your brand within the next 12 months? Becoming more of a household name brand.
What advice/top tips would you give to someone wanting to launch their own brand?
Be specific when building your brand and stay true to your brand’s DNA. The industry is saturated and it takes many years to grow and position a brand, so be patient. Surround yourself with a strong focused team.
What would you say the key(s) to your success so far is and why?
Our family, our team and being stubborn enough to never give up.
What’s your favourite way to unwind after a busy day?
A run and then glass of white wine.
HIIT session or yoga?
HIIT.
Coffee or green juice?
Coffee.
Heels or trainers?
Trainers.
Lipstick or lip gloss?
Both.
What’s your failsafe outfit for an important business meeting?
High-waisted suit trousers, a colorful blouse and sky-high heels.
Who is your celebrity style icon and why?
Kate Moss a perfect mix between sleek and rocker.
What’s the last book you read/TV series you finished?
Book was Grain Brain and TV series was Bosch season 4.
Lauren Wolk
What’s your morning routine?
Coffee / Email scan / News / Kids
What does your average day look like?
I get up at 5:30am to have coffee and scan through my emails and to do lists for the day. Then wait for my to kids wake up at about 6:30am, so we can get ready and dressed and head downstairs for breakfast. This is always my favorite time of the day! I head straight into the office (by 8am) and work until 4pm, then go home to be with the kids and my husband for play time and dinner together. I work out in the afternoons 3-4 times per week, by my fitness schedule just depends on my week!
What’s the best piece of advice you have ever given and received?
Don’t give up and stay positive.
How would you describe your personality in three words?
Fun-loving, positive and driven.
How would you describe your lifestyle in three words?
Healthy, present, active.
What is your career highlight to date?
Breaking even as a company!
What inspires you for work/in general?
I love getting to see all of the blood, sweat and tears that we pour into the brand have success in the form of making our customers feel better about their skin and ultimately themselves. It’s the best part about working towards growth for the brand.
During your career, what have you learnt about the business of beauty?
That people never leave the beauty industry! It’s a really small community that is constantly flowing, evolving and changing.
Which five websites are always in your browser history?
Net-A-Porter, CNN, Gmail, Backend of Goldfaden MD, our blog thedailyscrub.com.
How important is it that your beauty and homecare products are ‘clean/green’?
For me, it’s very important because I have two little kids, so where I can mitigate a dangerous situation for my kids, I will do anything I can. There are so many different vertices that are working towards a cleaner existence - beauty, food, fashion, wellness - which is so exciting, but everyone is defining what their own ‘clean/natural’ standards are. At some point, I think that we will see a large regulatory agency come in to regulate, define and streamline the ‘natural’ category.
What products would we find in your washbag and handbag?
Chanel Lip Gloss, Gum, my phone, wallet, vitamins, and a pen.
How important is it that your diet is ‘organic’?
It’s more about eating ‘clean’ andeating non-processed foods. I am rigid about certain items being ‘organic’ such as any dairy, eggs, meat and non-coated fruits & veggies, but I am much more relaxed when it comes from items like coffee. Leafy greens, protein, fat (mostly in the form of avocado – I eat at least one a day!)
What homecare products do you swear by?
I only use natural cleaning and laundry products.
What’s your best life hack and why?
Sleep; it’s the absolute key to overall healthy wellness!
What are your hopes/dreams for your brand within the next 12 months?
I am filled with excitement about what is coming next for the brand and to see it continue to flourish in both untapped markets abroad and building upon the success in our existing markets.
Specifically with a heavy focus on retail door expansion, new product launches, online and social media initiatives, and large sample marketing partnerships, we will likely surpass our year-over-year growth for this fiscal year, which is really exciting! Working with the right retail partners greatly impacts the success of the brand and we are certainly continuing to look at both the retail landscape and shifts in consumer behaviors – namely leveraging social media engagement in order to hone in on the brand’s expansion and growth opportunities to allow for us to continue building upon our strong footprint within the beauty category.
What advice/top tips would you give to someone wanting to launch their own brand?
Determine the unique point of difference that your product/brand/company represents, celebrate it loudly and never deviate off track - meaning stay true to your core DNA.
What would you say the key(s) to your success so far is and why?
Staying focused on goals, always remembering that ‘no’ is just ‘not for now’ and not forever and to always stay positive.
What’s your favourite way to unwind after a busy day?Dinner with my kids, a glass of red wine and a long shower!
HIIT session or yoga?Yoga.
Coffee or green juice?Coffee (I am up at 5am every morning with two babies! It’s my fuel).
Heels or trainers?Trainers.
Lipstick or lip gloss?Gloss.
What’s your failsafe outfit for an important business meeting?
Black trousers, black tee and one of my IRO jackets (they are the best).
Who is your celebrity style icon and why?Jane Birkin - the perfect mix of classic / cool.
What’sthe last book you read/TV series you finished? Flesh and Bone TV Series (very intense) and The Evolution of Beauty, Richard Prum.
Visit Lauren and Lisa’s blog HERE…