This week, Iles Formula Women introduces you to Diana V. Carriço - Founder and CEO at Made in Youthland®.
IF: Diana tell us who you are and why Youthland?
DVC: Back in time to my teenage years, I was a confused, over-stimulated beauty-junkie. Throughout my life, I’ve probably used every skincare & makeup product on the market without accurately understanding what I was doing to my skin. It was only in my 20’s that I started to read the labels & became more interested in studying the cosmetic world. Those thousands spent on “beauty products”, weren’t exactly turning my skin healthier... I constantly had acne breakouts, dry skin, dark spots, sun exposure signs and it wasn’t getting any better. That moment was the tipping point of this journey.
Three years ago while I was working on fashion and beauty trends researching, I realized that several well-known brands were portraying untrue and misleading information about their products. The development of safe, sustainable, effective products that treat your skin was secondary. And the creation of fast – “beauty” products and (not so) fancy ads that sell stereotypes, make false promises and portray “beauty” became the norm. From this point forward, after a three year period of intense research and by being a firm believer that relations with brands shouldn’t be only transactional but primarily, transformational, the idea came up.
It urged me to create an androgynous & timeless skincare brand with products that contain minimal, potent and innovative ingredients which don’t overfeed the skin, adapt to all skin’s behaviors and match our current lifestyle. From the perfect combination of natural & human-created ingredients, demystifying industry myths, to the conceptualization of the packaging that was designed to have a second life, I knew soon enough that I wanted to materialize a new place for creation – Youthland. A raw universe that was transparent, timeless, transformational and humanist, where differences are celebrated and stereotypes don’t live. And there it is – Made in Youthland® Skincare was born and you’re invited to come and live (here) with us.
IF: What is the most inspiring thing you've learned at your job?
DVC: To be resilient, never give up, trust yourself, your instincts and your vision.
IF: Your favourite destination?
DVC: I’ve a huge love affair with Amsterdam, but my heart belongs to NY.
IF: Best fashion Inspiration decade?
DVC: The 80’s - It was so bad, it turned so good!
IF: If you were to treat yourself what would it be?
DVC: Spend a month exploring Seoul.
IF: Your ultimate dinner party guests?
DVC: It would probably be the most improbable combination of people ever, but I love to bring people together from different backgrounds with different visions - the outcome is often memorable. It would have to include some of my absolute favourite and controversial ones: Steven Klein, Marina Abramovic, Grace Coddington, Werner Herzog and Kanye West.
IF: Relationship with your hair?
DVC: I used to blow-dry it every day, because I didn’t like my natural waves, but I learned to embrace them recently and with the help of the Haute Performance Finishing Serum, all my wild hair moments have became not so wild anymore.
IF: How did you hear about Iles Formula?
DVC: I used to follow Wendy's work for such a long time since my fashion trends career. So knowing about Iles Formula was a consequence of following Wendy’s steps. Even though I only got the chance to try them in Paris last year, when I met Wendy herself. It was love at first use!
IF: Do you read direction for use?
DVC: Rarely. Most of the times I like to be creative with it and tend to never follow the instructions.
IF: Do you read the composition of a product?
DVC: Yes, all the time and not only for cosmetics or hair care products, but also clothing pieces.
IF: Your favorite Iles Formula product?
DVC: Difficult to answer because I love the three together! However, I can say that I never leave home without the Haute Performance Finishing Serum. It’s hair perfection in a bottle!
IF: Your favourite shower dance?
DVC: Anything rock n’ roll or 80’s would make me dance and sing in the shower. But “Take on Me” by A-ha is just priceless.
IF: What makes you the most happy?
DVC: Walk barefoot on the grass and sand, be at the top of the mountain skiing and cloud watching.
IF: If you were to share one beauty tip with us today, what would it be?
DVC: I’d have to say Self-confidence. I think that there’s nothing more radiant in a woman, or man for the matter, than being self-confident. And for obvious reasons, I’m a firm believer that a good moisturizer helps with the glow too.
IF: What is being a woman in 2017?
DVC: Being a woman in 2017 is about being able to empower herself first and become the power and inspiration to others. Secondly, it's about assuming that self-care is a pillar for self-esteem and the construction of a better human being that is able to catapult others to become their best. And ultimately, it's about understanding that the path through history has not been easy, and it will much probably never be. Only our willingness to thrive and our resilience to stand after we fall, will make the women of today become an example for the women of tomorrow.
Skin City, the entire Youthland collection
Find this benchmark skincare collection at www.madeinyouthland.com.