April Gargiulo founded Vintner’s Daughter with one goal in mind: to revolutionize the skincare industry by creating streamlined, game changing products. With a focus on the finest quality ingredients and potent plant-based formulations, she has created two of the most powerful products on the market, proving you don’t need a 20-step beauty regime to achieve happy, healthy skin. Here she talks with us about the ethos behind the brand, as well as sharing her own skincare routine and how she juggles being a mom with creating a successful brand!
How did you create Vintner’s Daughter?
“I wanted to bring the true sense of luxury to skincare. As somebody who has had trouble with my skin in the past, I have always used what I thought were the very best skincare products available. It wasn’t until I became pregnant with my first daughter that I started looking at the ingredients and realized that just .01 of each product was made up of active ingredients. The rest of it was really low quality filler, as well as being toxic. That was when I realized the only thing luxury about luxury skincare was the price tag. Growing up among the vineyards in Napa Valley, I knew that in order to make the very finest of something you really have to dedicate your life to it – to the sourcing, to the formulation process – and I felt like that was missing in skincare. That’s why I started formulating active botanical serums seven years ago – we launched the brand two years later.”
What makes your line stand out from other beauty brands?
“Our purpose is to have fewer and better products, ones that do more with less. We have just two products – our Active Treatment Essence and our Active Botanical Serum – but they are each formulated to be totally complete, offering deep hydration, multi correctional moisture, hyaluronic, vitamin C, plant stem cells, pre-probiotics, micro exfoliation and micro algae. Our focus is on quality and creating something that is truly game changing and transformational to the skin – we don’t feel the need to release something new every six months to stay relevant. We’re making products that you marry for life.”
What is the ethos behind the brand?
“We approach skincare from a nutritional standpoint. Every product begins with a plant: we spend between 21 to 30 days extracting nutrition from each plant through a special temperature-controlled infusion process, ensuring that we only use the world’s most nutrient dense plants. Customers can see that in every drop of our essence and serum; in just two steps you’re receiving all the hydration, nutrition and moisture your skin needs to be at its most balanced and hydrated. Giving back is also hugely important to us: we donate 2% of all of our revenue to charities benefiting women and children around the world and that has been part of our commitment from day one.”
Where are your products sold?
“Half of our business is direct online and half is through retailers – we have about 100 retailers around the world, ranging from special, one-off boutiques like Violet Grey to incredible celebrity aestheticians like Melanie Grant and global retailers including Net-a-Porter, Goop, and Neiman Marcus.”
What inspires you?
“I’m always looking for the very finest quality in everything, as well as purity of expression. I love craft – there’s something very inspiring about people making things with their hands from raw materials, with dedication and commitment, to create something beautiful.”
What are the trends in beauty and skincare you’re excited about right now?
“I think consistency is something we need to bring back to skincare. We are constantly bombarded with new products, but what our skin craves more than anything is consistency. Find a program or routine that you can stick to, one that actually works for you and that you can implement on a daily basis.”
What’s your skincare routine?
“My routine is quite simple: I always cleanse with a cream cleanser and then apply my Vintner’s Daughter Active Treatment Essence and Active Botanical Serum. During the day I’ll apply SPF, while at night I don’t apply anything else.”
Have you ever thought about creating a baby skincare line?
“Oh my gosh, that’s so funny – I wasn’t thinking about creating a line for babies but I have been thinking about a “tween” line recently…”
Growing up in the wine industry – did you work in the vineyards before starting your skincare company?
“Yup! I was helping out at my family’s winery and then before that I was in New York, working in Sales and Marketing in the design field.”
What are the five things that are in your make-up bag?
“Some kind of lip product, eyebrow gel, mascara, tinted sunscreen and highlighter.”
When it comes to fashion in your day-to-day life, what’s your go-to casual chic look?
“Today I’m wearing a Rachel Comey jumpsuit and I have sneakers on right now. But if I was going out I would throw on some strappy heels.”
From one mom to another, how do you balance being a mom and running your own business?
“You have to set your priorities. It’s not always easy and sometimes you don’t get it right, but you have to forgive yourself. Next time, you’ll do it better.”