The Founders Series: Jenny Patinkin
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Time to read 3 min
A makeup artist and author (of the book Lazy Perfection: The Art of Looking Great Without Really Trying), Jenny Patinkin launched her eponymous line out of a desire to create luxurious beauty tools from sustainable materials, including rose quartz, organic bamboo and hand-blown glass.
What drove you to start your own brand?
I was a stay-at-home mom for 10 years, and I went back to work as a makeup artist when I was 40. Long story short, I got signed by an international agency three weeks after I finished my training, and things took off from there. I developed a reputation for my simple, age-friendly aesthetic while building a clientele of private and celebrity clients, and eventually ended up as an on-camera beauty expert shooting hundreds and hundreds of videos.
I’d developed a line of makeup brushes, but a safari trip to Africa changed everything for me. I was so impacted by the natural wonder of it that I knew I had to shift away from making animal-hair brushes to crafting exclusively vegan products. I felt that we need to be responsible citizens of our planet, but that with some conscientious effort, we can do it without having to sacrifice the luxury beauty experience.
“I feel that we need to be responsible citizens of our planet, but that with some conscientious effort, we can do it without having to sacrifice the luxury beauty experience.”
What’s your favorite product in the line?
The Pure Luxury Makeup Sponges . Two of my daughters had awful reactions to memory foam pillows, including losing chunks of hair, so I started to research what chemicals are in them. I found out that polyurethane foam is frequently made with harsh chemicals like formaldehyde and flame retardants—even when it’s used in pillows, mattresses, furniture…and makeup blenders. I made it my mission to do better: To not only develop a tool that’s free of those harsh chemicals, but also one that’s softer and much more luxe than what’s commonly available. I feel really good that my sponges are not only a healthier alternative, but that they’re delightful to use and give beautiful results.
What are your morning and evening routines?
The first thing I do when I wake up is wipe away the remnants of last night’s skincare with a couple of my damp Reusable Organic Rounds . Then I keep my rollers , Gua Sha tools and Cryo Glow Globes in rotation to help get rid of my chronic undereye puff and any other inflammation that has developed overnight. I apply a vitamin C serum , moisturizer and sunscreen , and then do my makeup a little differently everyday depending on what I have going on. Whatever I do, it almost always includes concealer , mascara , bronzer and brows.
I keep my bedtime routine pretty simple, with cleansing , retinol , moisturizer and oil , but once a week on Sundays I like to do a home spa treatment. I use a lot of my own tools: Either deep cleaning with my Love Scrubbers , derma rolling with my Rose on Rose Derma Roller or dermaplaning with my Skin Smoothers , and then laying a warm Organic Reusable Sheet Mask over my skin to soothe and soften. Sometimes I’ll add in a hydrating mask, but I always finish by putting on a hyaluronic acid serum with a nice moisturizer on top that my skin will drink up like a sponge. I wake up on Monday mornings looking dewy and plump and ready to face the week.
What would people be surprised to learn about you?
I didn’t become an American citizen until I was 25. My parents are British, and I was born in Canada and moved to the US when I was 12. I’ve lived in Toronto, Edmonton, Minneapolis, Dallas, Washington DC, London and Chicago.
What advice would you give to someone thinking about starting their own business?
Make sure that you deeply believe in what you’re doing and that you have a unique point of view. Being an authentic voice is more important than ever these days because it not only enables you to convey your mission with passion, but it ensures that your messaging will resonate with customers. Today’s consumers are very savvy and informed and will recognize right away if you’re not being genuine or if your heart isn’t in it.
