Even After Founding Three Beauty Brands, Katherine Power Knows How To Unwind

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Even After Founding Three Beauty Brands, Katherine Power Knows How To Unwind featured image
This article first appeared in the Spring 2021 issue of New Beauty. Click here to subscribe

As cofounder of Who What Wear, the skin-care brand Versed, and the new minimalist clean beauty brand Merit, Katherine Power has our attention, and we haven’t even talked about Avaline yet, the “clean wine” brand she launched with Cameron Diaz. It’s safe to say this arbiter of style has mastered the art of influence.

Early Bird
To start her day, this CEO wakes before daybreak to recharge. “I start my morning at 5 a.m. with a gratitude meditation, some matcha and a workout, followed by breakfast with my son.”

Habitual Rituals
“To end the day, I have a glass of Avaline wine at dinner with my husband and son. To take the day away and get ready for bed, I use the Versed Cleansing Balm ($18), Versed Brightening Serum ($20), Versed Overnight Peel ($20), and RéVive Moisturizing Renewal Eye Cream ($150). Then I’m ready to settle into bed with a little Bravo TV.”

Required Reading
“I’m really into business biographies: Bob Iger’s Ride of a Lifetime; Blowing My Way to the Top by Jen Atkin, and The Operator, the unauthorized biography of David Geff en, are three I could not put down.”

Easy Escape
“I’ve visited Las Ventanas in Cabo annually for my entire adult life. It’s small, quiet, and the service cannot be beat. It’s a quick two-hour flight from LA, so it’s easy to get to for a weekend getaway, or a week-long stay.”

Must Haves
“In my bag you’ll find my Merit Shade Slick ($24), By Terry Baum de Rose Hand Cream ($50), a stylish face mask by Barrierie—a brand who supports Baby2Baby’s ongoing COVID-19 relief efforts—my iPhone, and my AirPods.”

Mix Master
“Pique teas are my favorite new discovery. I use the Matcha ($58) every morning with rice milk for my latte, and for an afternoon pick-me-up, I’ll do the Mint Green Tea ($12) over ice. I love that they can be mixed directly with cold water, so you don’t dilute the flavor.”

Dress Code
Power has the work-from-home uniform down to a science with everyday basics she can dress up on the fly for last-minute Zoom meetings in her living room. “These days you can find me in Les Tien sweats, The Great Loungewear, KHAITE jeans, Birkenstocks, and Toteme coats.”

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