“I began modeling at 16 years previous. I signed with the company that was one of many greater businesses on the time in New York, which was Wilhelmina. My dad and mom had all the time advised me that I couldn’t mannequin eternally, and I must select a profession path, and I ought to begin that.

By 20, I had saved sufficient cash to open up a medical spa. So I used to be all the time very serious about skincare, magnificence, and medical-grade procedures like lasers and issues like that. I went to esthetician college and bought my esthetics license, so I’d know just a little about it. We had every little thing from facials and microdermabrasion and chemical peels, LED lights, and issues like that, to laser hair elimination, laser vein elimination, non-surgical facelifts, and laser pigmentation elimination. I simply fell in love with it. I opened it up in Texas and determined I might by no means actually reside in Texas full-time once more.

I ended up promoting it about three or 4 years later and stayed in New York. I got here up with an thought, and I pitched it to a manufacturing firm known as “Inside Fashion,” the place we’d be behind the scenes at totally different runway reveals, speaking to make-up artists, hair stylists, and designers, and it aired on E!. So it was a twisted path the place I went from modeling to medspa proprietor and again into that aspect of issues.

Years later, I used to be pregnant with my first youngster, and I began desirous about stretch marks as a result of I already had them and didn’t need extra of them. So I began making merchandise. I’ve all the time been nice with ingredient lists; I can look in the back of nearly any product like a chemist. I used to be doing that with totally different physique lotions that say they stop stretch marks. I’d discover out what their advertising ingredient was and marvel why it was all the time the thirteenth [on the list] or why they’d to make use of this sort of preservative when there are such a lot of cleaner preservatives on the market?’ So I made a decision to make my very own, and I went down this rabbit gap of turning into obsessive about elements. But not simply obsessive about elements—obsessive about which ingredient does what factor. I ended up with an Excel sheet balancing fatty acids, omegas, and retinoic acid versus linoleic. When I felt that I had that steadiness, I began ordering and asking for uncooked elements from giant producers, and they’d not wish to promote me the quantity they’d make for one individual. So I had to purchase, on the minimal, a five-gallon bucket. My kitchen ended up being an at-home little lab. I made many variations—in all probability 100 in a few years or extra. I all the time had a lot extra stock. I might ship it out to buddies in LA or New York and totally different pregnant folks, they usually’d all the time come again with success tales after which ask for it for his or her buddies.

That’s how our physique butter was born. It was really only a product I used to be making in my kitchen, for myself, for a really egocentric purpose. That turned the go-to for therefore many individuals. I’d be away and folks would nonetheless be asking for it. At one level, I used to be like, ‘I have to put this in a lab because I’m frightened about what elements I’m out of at-home.’ I felt like if I didn’t get this made and ship it to them inside two weeks, the stretch marks can be my fault, in a method, as a result of I had all of those pregnant buddies. Eventually, it turned a model, and Mutha was born with our first product, the physique butter. Then, we had our physique oil, which was all in regards to the pores and skin’s elasticity. From there, we now have about ten SKUs from physique care to skincare, with a core expertise developed by a chemist from MIT. When we did skincare, we knew we needed to go in, so there’s no method I may do it in my kitchen. I used to be in remedy rooms myself as an esthetician, and I really feel like that in all probability influenced the product growth aspect essentially the most since you need merchandise that give outcomes and do what they are saying they’re going to do. There’s simply no method that I may have that credibility as a result of when somebody places one thing on their physique, they need the science behind it greater than anything. It’s now not about making a being pregnant cream that was all about hydration. It became an actual pores and skin challenge and having MIT concerned was crucial.

I simply wrote a ebook about being pregnant known as Your Body is Magic, which is every little thing I realized [during my preganacies]. I began with an OB/GYN, and within the first 20 weeks, I began doing loads of studying. I mentioned, ‘I’m going to do that midwife path. I wish to interview one.’ It was a two-and-a-half-hour dialog throughout my first session. I realized far more about my physique in that interview. At that time, I simply went down this complete pure residence delivery path, what nutritional vitamins to take and why you don’t take one prenatal vitamin. I got here up with a complete vitamin plan, and we now have many contributors, from a doula to a midwife.

I’m a giant fan of double cleaning. Whenever I put on SPF or make-up, I’ve to take away it with a double cleanse. The order during which I do it’s both I’ll use a gel after which oil, or oil after which a gel, relying on the humidity. I’ll end with a gel if I’m someplace extra humid, and if my pores and skin is drier, I’ll end with an oil cleanser. I just like the La Mer Cleansing Gel and the Tata Harper Nourishing Oil Cleanser.

If it’s morning, I like a morning cleanse with extra of a cream cleanser or an oil—one thing very hydrating. I’ll use Augustinus Bader’s Cleansing Cream as a result of it doesn’t strip the pores and skin, and I’m solely eradicating skincare merchandise, oil, and stuff from sleeping. So that’s a single cleanse. My subsequent step, whether or not morning or evening, is to make use of the Mutha Cell Rejuvenating Essence, after which I am going to the Mutha No. 1 Serum. I typically finish there and go straight to sunscreen. It’s a really lazy, quick skincare routine, however that’s the truth of some mornings with 4 youngsters. If I’m going to make use of sunscreen, I’ll use Elta MD. If I need a glowy end, like when I’ve loads of video calls that day and I’m doing a no-makeup look, I’ll do the Supergoop Glow Screen.

I’ve all the time been nice with ingredient lists; I can look in the back of nearly any product like a chemist. I used to be doing that with totally different physique lotions that say they stop stretch marks.

If I’m doing an extended routine or whether it is nighttime, I might need a face masks after I cleanse. I’m presently utilizing a product we are going to launch later this 12 months. At evening, I additionally use P50. I like our Mutha Cream or the Cream Extreme at evening; I can select relying on if I’m in Colorado or Palm Beach. I exploit the Cream Extreme in a colder setting, after which in lighter, extra humid environments, I’ll select the Cream. I all the time do Up All Night Eye Cream within the morning and evening as a result of it has this glow. It’s so nice. I am going all the way in which across the eye and do the eyelid additionally. Once every week on a Sunday, I’ll do the Skin 111 Face Mask. I like their sheet masks loads, they usually have nice under-eye patches. I additionally just like the Peter Thomas Roth gel pads which can be mild blue. I incorporate these relying on what I’ve happening or what my pores and skin is doing that week.

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For make-up, I like to have the No. 1 Serum beneath my make-up each time. I believe it’s an excellent hydrator, and I can inform the distinction between after I don’t use it and after I do. Your make-up goes into eye wrinkles, or you may have the parentheses across the mouth, and that doesn’t occur as a result of the No. 1 Serum is so hydrating. I exploit a bunch of various foundations, however I’ve been liking the Lawless Clean AF Foundation. It doesn’t get cakey, it doesn’t get within the smile or eye strains, so it’s a really light-weight and spectacular system. I like, love, love the Gucci Westman blush sticks, and I like her brushes too. I exploit that blush in Petal, and she or he additionally has a contouring bronzer in stick type that I like. For eyeshadow, I believe that Pat McGrath has the very best eyeshadows as a result of they’re tremendous, tremendous pigmented. I like Makeup by Mario Eyeliner, it’s tremendous, tremendous pigmented, and it’s one stroke. You don’t should go over it, you may’t see by way of it, and you’ve got whole management due to the applicator.

I like Victoria Beckham’s No. 4 Lip Liner. Then, there’s this Chanel product known as Liquid Powder, nevertheless it’s on your lips. It leaves this matte, velvety, tender end, so it’s like, ‘Is she wearing something or is she not?’ It provides a extremely good glow with out being a lot. For highlighters, I believe that the Sephora model makes actually good highlighters. They have a bunch of them which can be known as Sunrise, Sunset. They’re pigmented. Too Faced makes an excellent translucent powder, and it smells like peaches. I all the time set that with what I believe is the very best setting spray: Anastasia Beverly Hills Setting Spray. It has this gold, glittery bundle, however there’s no shine or something. After spraying it, you’re just a little dewy, and every little thing units in. I like Victoria Beckham’s eyeliner additionally. I believe she makes glorious eyeliners generally. Her Bordeaux Eyeliner is the colour of a Bordeaux wine, and I’ve a brown eye colour which may have some lighter colours. It helps to deliver these out and is extra attention-grabbing than the standard black-brown. Huda has so many nice palettes. She has a brand new palette, a light-weight purple, and I’m obsessive about it. Huda additionally makes a superb lip stain, so for those who don’t like sticky and don’t prefer to reapply, her lip stain is nice. It’s like a gloss, nevertheless it dries flat.

For a no-makeup look, Supergoop makes eye shadow, which not many individuals have tried, and it’s in a pot. You can apply it to your fingers, and it doesn’t make your eyelid all one colour. It’s bought some iridescent colours in it, and I like these eyeshadows loads as a result of they’re enjoyable on a no-makeup day.

I’ve all the time simply executed my brows and tweeze; I don’t wax or have a selected routine. Every few years, I prefer to see Anastasia [Soare] or somebody together with her crew to form them in the event that they’ve gotten off in some way. There’s a lady in LA, Audrey Glass, who does microblading. It’s by no means an excessive amount of. It’s simply what you want and provides you that nice base. I like Brow Wiz by Anastasia Beverly Hills, and I’ll nonetheless use that on prime. I even have this contact in New York; she’s a secret weapon: she is going to by no means name-drop shoppers, however she is aware of who to go to. If you want any individual for brows, she matches you with whoever you want. It’s very specialised, however she goes by Beauty Broker. She’s on-line, and she or he matches you to surgeons or recommends skincare remedies. So if I wish to know who will microblade my brows or who to go to for this and that, she’s the reply.

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I’ve curly hair, and I am going in phases the place I’m solely carrying my hair curly for 3 months. People assume you don’t should do something to curly hair, however you may have to take action a lot with it. Sometimes after I blow it out, I can go every week with one blow-dry, and I can brush it and restyle it with out having to moist it daily; I discover it to be much less upkeep. My curls really feel extra excessive upkeep as a result of though they’ll air dry, they want a lot moisture and product. I layer it, part it and brush it, and there’s an entire curl routine. If I’m not in my curl routine, I’m doing loads of conditioning. I exploit Olaplex’s full line as a result of I do assume it helps my hair. I like Wow’s Dream Coat after I’m down in Palm Beach as a result of it’s extra humid right here or throughout New York summers, and you’ll coat your hair with it and blow it out. They even have one for curly hair, and it’s a sprig, so it’s tremendous skinny, and it actually does make my curls very beautiful, but additionally their Curly Dream Spray is implausible. You can blow dry your hair, and even in humidity, my hair gained’t curl again up like it should with out it. I like Virtue Shampoo additionally after I’m not doing Olaplex-type remedies. Something I began utilizing on curl days and straight days is K18. I believe it’s made my ends a lot nicer. Then, Bumble and Bumble has a curl butter, and I believe it’s thick, and my hair does properly with it for curly hair days.

When blowing my hair out, I both use the spherical Moroccanoil Ceramic Brush with my T3 blow dryer, or if I’m keen to do sufficiently small sections, Dry Bar has a blow-dry brush that’s multi functional.

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I get massages, and I do them not for leisure however extra therapeutic as a result of I just like the deep work. I’m a giant fan of dry brushing, so I like a great dry brush at the least just a few instances every week earlier than the bathe. At Mutha, we simply launched an exfoliating physique bar. It’s a part of our Nudist assortment, a brand new assortment that’s all about KP or the bumps you get on the bottom of the butt or the again of the legs from sitting, or the bumps you get from swimsuits, or on the again of the arms. It’s a physique bar, and it has numerous little renewable wooden pulp in it, so it’s very tender, nevertheless it’s an exfoliating agent, and it has numerous niacinamide and nutritional vitamins in it for the pores and skin. I’m utilizing that daily as a focused remedy for the place I’ve these bumps. If I’m in a extra humid local weather, I’ll solely use physique serum and be very hydrated all day. It’s bought an exfoliant in it, and it has numerous fruit acids and M-tight expertise, clinically confirmed to stimulate your blood circulation by 375 p.c within the first 75 minutes you’re carrying it. It helps with lymph circulation, so for those who like lymphatic drainage or are obsessive about flushing toxins, depuffing, and issues like that, this is a wonderful physique serum to do each day upkeep. After that, if it’s at evening, I’ll layer the physique butter. If it’s daytime, I’ll put oil on, however I’m massive on moisturizing the physique throughout AM and PM. I additionally do slugging with our physique butter for the toes, and I’ll put socks on prime.

It’s humorous as a result of my youngsters nonetheless have essentially the most luxurious tub routine. They all the time wish to take a shower. They’re not showering but, so we’ll do bubble baths, tub bombs, or tub oils. I believe it’s excellent for calming them at evening. I’ll strive something I can to make them wind down, they usually assume it’s enjoyable as a result of it’s tub bombs. So I make these at residence. I make loads, and that’s a challenge I do with my youngsters. Then, they use physique butter after they get out of the tub. My seven-year-old has had it daily for seven years; I swear he could have the very best pores and skin of any man. I don’t even know if I might’ve saved making it previous being pregnant or turned it right into a model, however one individual in my life was all the time hooked on it, and it was my husband. He nonetheless, to this present day, makes use of the physique butter after each bathe. He says it’s the one factor that helps his pores and skin, and he has very dry pores and skin. “
— as advised to ITG

All photographs taken by Alexandra Genova in New York City