The purveyor of the multitasking beauty brand talks about multitaskers, career highlights and the most challenging product she’s ever created.
The pandemic has caused a massive shift in the beauty industry. Beauty enthusiasts are swapping out their 10-step skin routines for five steps or less and the “no-makeup, makeup” trend is thriving. Co-founders of Wander Beauty, supermodel Lindsay Ellinson and serial entrepreneur Divya Gugani, were ahead of the curve when they launched the brand in 2015 and introduced multitaskers and a minimalist skincare approach.
In a span of six years, the clean and cruelty-free beauty brand has won accolades across the industry with over 30 beauty awards in its kitty. Celebs and influencers rave about their products; hell, we’ve even got a few Wander Beauty items in our stash. It’s no surprise though. It’s really easy to love a brand when the products are accessible, mess- and fuss-free (your fingers are the brushes!) and tick off more than one step in your routine. We chat with co-founder Divya Gugani about career highlights, challenges, her fave products and multitasking tips.
Hi Divya! Let’s do a little reminiscing. Take us back to your first encounter with makeup and skincare.
My first battle with skin was acne when I was a teenager. My Indian mother refused to let me buy Neutrogena or Clearasil. Instead, she wanted me to rely on the anti-bacterial and anti-inflammatory properties of neem (a natural herb).
How did Wander Beauty come to be?
My co-founder, Lindsay Ellinson, and I met at a party. We were constantly time-starved and on the go. We needed fuss-free, foolproof makeup but there were no brands speaking to our lifestyle. We knew there were other women who had this same pain point so we launched Wander Beauty. We create clean beauty essentials you reach for every day, wherever you wander. Our multitaskers streamline your routine so you can spend more time doing what you love.
What’s the highlight of your career?
Getting feedback from pleased customers. It’s the most rewarding experience to play a part in their skincare journey or help them feel like their most beautiful and confident selves with our clean beauty essentials.
What was the most challenging product to create?
Our Do Not Disturb Overnight Concentrate was incredibly difficult to create. Retinoids can be harsh on the skin so we used a granactive retinoid to help with skin elasticity, plumpness, and reduction of fine lines and wrinkles by increasing the production of collagen. We boosted the formula with plant-derived squalane for added hydration and enriched it further with pentapeptide-4 for skin rejuvenation properties.
The pandemic has definitely changed our idea of makeup and skincare. How has it changed the beauty industry?
We’ve all moved to a “less is more” philosophy. We’re focusing more on fresh face makeup – perfect for Zoom calls.
It’s interesting how multi-tasking products and the “less is more” approach are all the rage right now. How do you feel about this?
I’ve been living my life like this always. Wander Beauty just made it easier with multitaskers to streamline everyone’s beauty routine.
What are the three main makeup essentials in your routine?
[Wander Beauty’s] Nude Illusion Liquid Foundation, Mile High Club Volume and Length Mascara, On-the-Glow Blush and Illuminator.
And how about skincare?
Baggage Claim Eye Masks, Mist Connection Essence and Toner and Do Not Disturb Overnight Concentrate [from Wander Beauty].
What do you foresee as the top beauty trends in the future?
I think selfcare is here to stay. People are becoming “skintellectuals” and are more savvy about the ingredients they’re putting on their skin. Skincare has permeated haircare and bodycare. Clean beauty is now table stakes and not a differentiating factor in building a brand.
You’re a multi-tasker yourself. How do you juggle your time?
I prioritise what needs to get done. I make lots of lists and enjoy checking off items when I complete them. I focus my day around making a few key decisions and I empower those around me to make the rest.
What do you do to unwind?
I love to cook. It lets me be creative and it’s really therapeutic. I often start out without a recipe or a plan and just see where it takes me.
We love Wander Beauty’s ethos about streamlining your routine so you can spend more time doing what you love. Who’s with us?
Wander Beauty, available at Sephora