It's been a while since my last interview and it's also been a while since I wanted to interview this incredible professional of the beauty industry - and the first one who gave me an opportunity to create beauty content too, the founder of the luxurious, non-toxic, age-defying lipstick brand I love, Madame Gabriela Beauty: Gabriela Navejas.
1. Hello my dearest Madame Gabriela! It’s such an honor to have you here this month celebrating our day, the International Women’s Day. For those who don’t know you yet, could you please introduce yourself? Tell us a little bit about you.
I was born and raised in Mexico City and have been living in Dallas, TX for 20 years now. I had the opportunity of living in Paris as well some years back so I am a latin-american-francophile ☺ In truth, I love traveling, meeting people, discovering places. I am a foodie! And I am addicted to bags and jewelry!
2. I believe we’ve met back in 2020, but Madame Gabriela exists before that, right? When was the company founded?
Wow, time flies, yes, we launched in 2020 right when Covid appeared in the world, talk about timing! We soft-launched that year for obvious reasons and I will say that it was mid-2021 when we truly started once things started getting back to normal post-pandemic.
3. Did you always know you wanted to work with beauty and the makeup industry? Do you remember a moment in your life and/or the reason that made you choose this professional path?
No! I had no idea, this has been one of those life surprises! The beauty world is new to me as I have worked mainly in hospitality and other industries. I am a passionate marketer so I decided to apply my skills into a beauty brand!
I knew I was ready to exit the corporate world a few years ago, I had climbed the corporate ladder and was also a mother to a young child so I needed a change. Starting my own business was an easy decision, I am guessing this is why there are so many small business owners, we just jump without really knowing what’s out there ☺
4. How do you come up with the city ideas for the lipsticks? Actually, how did you come out with the company’s concept? And by the way, can we expect any new beauty destinies for Madame Gabriela this year?
I was brainstorming with my business partner about a beauty product that I cannot live without and the first one that came to mind was lipstick. Like bread and milk, lipstick has always been a staple in life. I vividly remember watching my grandmother Esther, adorned in a pearl necklace, apply lipstick daily until she passed at age 98. Sometimes I think that it was my grandma who made the decision for me!
5. Oh this is lovely! Speaking of exciting plans, we're very interested to know what are your big goals with Madame Gabriela Beauty. Is there any plan to go beyond the lipstick? I mean, have you thought about expanding the line to other makeup products such as eye shadows, skin foundation, blushes, etc?
We are a lip care company, we will not be expanding into other areas but there is so much to do with lip care! We are also a curated collection of products, we do not believe that having 10 shades of pink is the right approach to beauty, that is more of a marketing game in my opinion. So yes, there are a few surprises in the future but always taking care of the skin of the lips that is so fragile!
6. That's so true... Now talking about taking care, not just of our skin, but also our planet: What does clean beauty means to you and to Madame Gabriela? Why does it matters and it’s so important for the future of the beauty industry today?
All beauty should be clean and non-toxic, the fact that in 2025 we can still find lead and talc on lip products, is shocking to me. My sister went through a breast cancer diagnosis over 12 years ago and this event brought so much awareness to me and my family on what is out there on products in general. The lack of regulation makes our job difficult but I am happy that we can offer better and safer formulas for women that want that option.
7. As a content creator, I had the amazing opportunity to collaborate with you and I know you’re constantly working with other creators and influencers as well. Does the Influencer Marketing really increases brand awareness and reach? Could you share any benefits Madame Gabriela gets from it?
We love working with you! This is a tricky question and there can be so many answers – it truly depends on how much authority the influencer or content creator has with her/his audience. Content will always help with awareness in general, it is more and more difficult to reach the right customer and then have her engage with the brand!
8. The beauty industry is packed - is there still space for new brands? Any special tips or advice for those just starting out or thinking about starting a professional career on the field?
Every industry and space is saturated today but every customer is also looking for a better fit for her/his needs so yes, there is space for new brands. The journey of building a brand is not easy, hard work, strength and financial resources are important before starting as it is a very competitive environment.
9. We’re celebrating International Women’s Day and I was wondering about gender equality in the beauty industry. Based on your experiences, do you believe women have the same rights, opportunities and salaries or is the male professional more valued? Have you noticed any kind of prejudice? Have you ever felt or ever been treated differently for being a woman?
No – there is still a gender gap in the beauty and most of industries. I wish I had the answer as to how to change this – we have to work everyday on making sure our work is recognized equally.
10. To finish, I’m very curious to know your makeup and skincare rituals as a beauty industry insider. Do you have an essential regimen or part of your every day routine you’d like to share with us?
I am going through perimenopause so my skincare rituals have changed drastically in recent months, I am a big fan of Tata Harper skincare lines, the formulations are very gentle for my skin.
I love supergoop sunscreen, Ilia mascara and of course, a Madame Gabriela lip!
"Latin heritage to me is all about a passion — and from your Abuela's birthday to a first date to Sunday mornings in bed, moments of life that are worth remembering never start with a handshake, but always with a kiss. Lipstick is the ingredient of life." Gabriela Navejas
Read more about this pioneer in clean high performing lipstick brand: Madame Gabriela and discover a world of lip care that exceeded all the standards of quality, efficacy, and sustainability. You can also follow Madame Gabriela Beauty on Instagram and join the conversation!
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Love,
Theriz
xx
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