{"id":29347,"date":"2021-07-13T09:59:02","date_gmt":"2021-07-12T23:59:02","guid":{"rendered":"https:\/\/graziamagazine.com\/?post_type=articles&p=196724"},"modified":"2021-07-13T08:53:43","modified_gmt":"2021-07-13T08:53:43","slug":"sunday-riley-interview","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/sunday-riley-interview\/","title":{"rendered":"Sunday Riley Reapplies Her Skincare At 3am"},"content":{"rendered":"

Sunday Riley<\/a> still feels as if she’s just starting out, despite the fact she founded her eponymous beauty brand 11 years ago. Back then, the industry was dominated with conglomerates and a handful of umbrella companies, but Riley was different. It was nimble, unique and skin-first \u2014 and really defined the now-burgeoning niche beauty category. While now a household name (we dare you to find a beauty editor without a bottle of Good Genes in their vanity) the journey to get here has been anything but linear.<\/p>\n

Here, GRAZIA speaks exclusively with Riley on the tribulations of being a brand founder, the formulation process, her own unique skincare habits, and the lessons she carries in her back pocket.<\/p>\n

Keep reading for the interview.\u00a0<\/em><\/p>\n

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Image: supplied<\/figcaption><\/figure>\n

GRAZIA: What was your original vision for Sunday Riley as a beauty brand, and what\u2019s the evolution been like?\u00a0<\/b><\/p>\n

Sunday:<\/b> We\u2019re actually 11 years old now, but Sunday Riley still feels brand new! When you start a brand from nothing, you’re kind of always in survival mode. You live to fight another day because you\u2019re up against mega brands \u2014 particularly in beauty.<\/span><\/p>\n

So initially all I was focused on was staying alive, but now the vision is global visibility. I don’t think it\u2019s gotten easier…if anything it\u2019s more complex. We\u2019re constantly trying to innovate, think outside the box, show up against new competitors.\u00a0<\/span><\/p>\n

But the passion is still there. I never have this feeling of \u2018we\u2019ve made it\u2019. I\u2019m always in entrepreneurial mode and looking ahead. I did actually receive a customer email a few weeks ago where they had compared us to a huge brand with 50 years experience. I had to pause for a second because not only was it beyond flattering, but it served as a reminder that our customers have high expectations and we need to be consistently levelling up. It\u2019s scary but rewarding.\u00a0\u00a0<\/span><\/p>\n

GRAZIA: Exactly, and Sunday Riley was really one of the first indie beauty brands. What do you think was your point of difference early on that set you apart?\u00a0<\/b><\/p>\n

Sunday Riley:<\/b> I think when you don\u2019t have a huge team or any preconceived notions, you get to innovate and be who you want to be. We were really able to shape the brand in a different way. Even now, we don\u2019t have a board. Internally as a team we just decided to go for something \u2014 our ethos has always been that we won\u2019t learn unless we try.\u00a0<\/span><\/p>\n

A great example is our start at New York Fashion Week. It was early on and they had never really worked with skincare sponsors before, but we called them up and incredibly they said yes. We created an opportunity out of nothing, and that really set the precedence for Sunday Riley as a brand. This speed and innovation is truly one of our biggest advantages over all the legacy beauty brands that dominate the market.\u00a0<\/span><\/p>\n

Don\u2019t get me wrong! We fail all the time, but I believe in the process. For every three products we launch a year, there are hundreds of failed ideas behind the scenes. And it’s like every single day, but we should never be afraid to try \u2014\u00a0 I’m a big believer in not walking in fear. And when you do have a win, it makes all the difference!<\/span><\/p>\n

Next up is moisturizer, usually Tidal Brightening Water Cream in the morning. I like to add in Auto Correct<\/a> eye cream \u2014 I like to look awake \u2014 and heaps of sunscreen.\u00a0<\/span><\/p>\n

At night (and this is when things get weird) I\u2019ll use Ceramic Slip<\/a>, I do Paint, and then the A+ Retinoid Serum. I might apply some Good Genes<\/a> too, and then I take my contacts out, maybe listen to an audio book for a minute. Then I add my CEO Serum<\/a> again, so twice a day, followed with Luna<\/a> and moisturizer.\u00a0<\/span><\/p>\n

And I always wake up at least once in the middle of the night \u2014 and I know I sound like a fruit loop \u2014 but I\u2019ll apply another layer of CEO Serum<\/a> and Ice Ceramide Moisturizer<\/a> at like 3 a.m.\u00a0<\/span><\/p>\n

GRAZIA: Wow! Okay so obviously this is working for you, but you\u2019re layering ingredients people normally wouldn\u2019t layer. Can you talk us through that?\u00a0<\/b><\/p>\n

Sunday: <\/b>Personally, I think there\u2019s a lot of<\/span> misconception about vitamins and retinoids. But as long as I leave them plenty of time between applications, they do play really well together. And I love using, say, an alpha hydroxy acid with my retinoid because it will reduce flakiness. I\u2019m also always thinking about my moisture barrier, and always thinking about my microbiome.\u00a0<\/span><\/p>\n

I totally get this is intense! But it\u2019s just me and it works. I\u2019m just not a one serum person. I\u2019m all in.\u00a0<\/span><\/p>\n

\"\" Sunday Riley A+ High-Dose Retinoid Serum,<\/span>\u00a0SHOP NOW<\/a><\/span>\"\" Sunday Riley Good Genes all-in-one lactic acid treatment,<\/span>\u00a0shop now<\/a><\/span>\"\" Sunday Riley Pink Drink Firming resurfacing essence,<\/span>\u00a0SHOP NOW<\/a><\/span>\"\"Sunday Riley C.E.O. Glow Vitamin C + Turmeric Oil,<\/span>\u00a0SHOP NOW<\/a><\/span><\/p>\n","protected":false},"author":5526,"featured_media":29348,"template":"","format":"standard","categories":[30,16],"yoast_head":"\nSunday Riley Interview: How To Build An Indie Beauty Brand<\/title>\n<meta name=\"description\" content=\"There's no doubt the Sunday Riley skincare brand is one of the biggest beauty success stories in recent years. 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After I cleanse, I spritz with Pink Drink<\/a> which helps to support the microbiome because when we cleanse, we\u2019re disrupting our microbiome diversity. So I take probiotics, but I also use Pink Drink<\/a>. After that, I mix about two to three pumps of CEO Serum<\/a> with about two to three drops of CEO Glow<\/a> and apply it all over. I\u2019ll go make a coffee, do my thing, come back and add a little Good Genes.<\/a> But if I applied it at night, I\u2019ll skip that step.\u00a0<\/span><\/p>\n