“From a very young age I always knew I wanted to have my own business one day,” says Destiny Jones, CEO of Lipmatic. “Aside from everything else, I think my dad [Nas] kind of inspired that. He said it when I was younger. Then when I was 17, my mom suggested I start my own line because I’ve loved lip gloss for a long time. I was always the girl with 17 glosses in one purse and no wallet. I even had a “make-your-own” kit when I was younger. My mom said, ‘Times are changing, girls your age are starting businesses and millennials are taking over.”
It was then that Destiny realized she didn’t have have to wait until she was 30 and that starting this business was something she could do now.
The now-22-year-old started her brand when she was just 20 years old, a feat that not many can say in general, let alone at her age.
But outside of beauty and business, Jones also spends a lot of time painting and spending time by the beach.
“My favorite hobby when I’m stressed out is definitely painting,” she says, “I love to paint and I also love the beach. I’m a city kid, but I love the beach so much. Even just driving there and sitting at the water is so relaxing to me.”
Those acts of self-care, along with getting her nails done and working out help her to destress and feel accomplished.
“It’s the best feeling in the world to leave the gym in the morning,” she says, “I love to leave the gym and say ‘I did that.’”
She also makes sure she spends time with family and friends to decompress and keep a healthy balance.
“I’m not that spontaneous, she says, “I can’t do that. I always treat my business and what I’m doing as if I worked at an office. I give myself office hours. I don’t conflict with those hours unless it’s a business meeting or something that can’t wait. After 5 p.m., I’m free, especially now that it’s so hot outside, I’m not even trying to leave the house until then.”
But her career is super important to Destiny, and it helps that the products she produces are some that she’s passionate about.
“We just came out with our new liquid lipsticks, and what I really love about them and what customers have bragged about is that they’re matte but they don’t feel matte,” she says, “They feel like you have nothing on your lips. I love that feeling, and it’s mostly because of the moisturizing ingredients including Vitamin E and Avocado oil to lock in the moisture. We have four shades right now.”
The original four shades are very summery, but because they’re doing well, Jones would love to expand the line to include darker colors this fall.
Every morning, Jones makes it a point to meditate for at least 15 minutes as it sets the tone for the rest of the day. The daily ritual sets her up for a successful day to determine priorities. Soon after she heads to the gym before it gets too hot outside and so she doesn’t get too comfortable.
After working out she hits the showers using her favorite Neutrogena’s Oil-Free Pink Grapefruit face wash.
“I use this new serum on my face from Caudalie Paris — it’s new and I swear by it because it makes my skin all one tone. I tan and sometimes my tan is patchy, so it gets rid of acne scars and evens my tone.”
But one super-unique step to Jones’ skincare routine is her use of some from your freezer (seriously, you already have this beauty hack at home).
“A trick I do after I wash my face is that I ice it,” she says, “i close my pores that way and to get rid of acne and pigmentation. My aesthetician taught me that.”
As far as what makeup she loves (other than Lipmatic, of course,) she’s a huge fan of Tarte’s cruelty-free eyeshadows.
“I try to stay in the lane of cruelty-free products, she says, “Sometimes I don’t know any better and might buy something, but I try my best to stay in that lane.”
After her self-care, fitness and skincare sessions in the morning, Destiny will eat lunch and start her office hours.
“I give it at least four hours a day. I go through my plans and scheduling and then go over what I need to do for that day, which emails I need to send, what calls I need to make, which influencers need to be reached out to, etc.”
She’ll flip to social media, check what needs to be posted, chart what did she posted that got the most sales that day vs. another day and go through sales and expenses daily to stay on top of things.
Then it’s my favorite part, which is content creation,” she says, “I love to jot down ideas, take out my camera and create content, take pictures and try different things, I love when I get to be creative.”
And her creativity pays off. Although breaks are necessary throughout the day, Destiny finds success to be her biggest motivator and what keeps her focused throughout the day.
“I’m motivated by seeing progression,” Jones says, “Anytime I see someone saying ‘I love this product,’ it recharges me. Anytime I see something going right that I did or a satisfied customer from something I did, it gives me a rush of energy.”
After a productive day of work, Jones makes dinner, walks her two dogs — Angel, a long-haired Chihuahua, and Pebbles, a Pomeranian.
“I always have tea in the evening because it winds me down. Then I like to do my masks, wash my face and just kind of zone out in the evenings. It’s not so much that I follow a routine, I just unwind and lay down.”
One of her favorite face masks is the Origins Clear Improvement Charcoal mask.
And although she’s got plenty of outstanding beauty tips and recommendations, Jones’ best advice is more about mentality and showing yourself some love.
“I would say it’s not a race, it’s a marathon. You can’t rush it, you can’t look and see what everyone else is doing. You have to keep going, keep jumping over every hurdle. You can’t just give up.”
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