She’s getting you rebates. Madison Ruggieri is the co-founder of Onekind, a beauty brand dedicated to fighting the pink tax (aka that arbitrary amount of money added to products just because they’re made for women). Here’s how she wakes up to fight the patriarchy (and fall in love with new skin creams)…

8:00 A.M. I’m not a morning person… So typically I get up at 8, which I know is late for most people, but that’s the great thing about running your own business. I wake up and immediately respond to any urgent emails. Then I go straight to Instagram.

8:15 A.M. I’m trying to be a little more mindful in the morning, so I’ve been doing some morning journaling. I’m also trying, when I first wake up, to do a little scan and ask myself, “How do you feel right now?” because I feel like we all jump up and hit the ground running without taking mental inventory. It can feel overwhelming sometimes, but it’s nice to remind yourself that it’s all going to be okay. We have to give ourselves grace.

8:30 A.M. I make coffee. I’m not a huge coffee drinker, but I do have one cup a day first thing in the morning. I’m very routine-oriented, and I like to have it while I’m putting makeup on.

8:45 A.M. I cleanse every morning with an oil cleanser. It’s super gentle, so it doesn’t dry your skin out at all. Every other day, I use a BHA exfoliating serum and a couple drops of facial oil. I like to use an eye gel and finish with a face mist.

9:00 A.M. I make myself breakfast every morning… usually a veggie scramble with some avocado. I sit at my kitchen island and read the news while I eat. I like to spend at least 15 minutes of every morning reading, and this is a great way to fit it into the day.

9:30 A.M. I commute to work, and because I’m based downtown, it only takes about 15 minutes. I hate commuting, so [when I picked] our office, location was very important.

9:45 A.M. Every morning, I listen to a podcast. I bring my dog Bowie (like David Bowie, yes) to work with me. When I get to the office, I take her for a morning walk and try to finish up whatever I was listening to. This morning, it was The Impact, and the episode was about healthcare around the world.

10:00 A.M. My first steps in office are always to check in with everyone else to make sure they have everything they need from me. After that, the day’s in full swing.