Elizabeth Scherle is the co-founder and president of Influenster, the product discovery and reviews platform that enables product junkies and beauty mavens to find and test new items while getting advice to make better shopping decisions. Basically, like having that friend who knows what to try and buy in your pocket at all times. The community has over 3 million members who have written over 13 million reviews, which is helpful when you want to get the real scoop on a shiny new product. Originally from a 171-person town in Iowa, Elizabeth took a leap of faith and moved to NYC where she worked her way up at a fashion events start up before co-founding the company. So how does this beauty boss start her hectic work days? Scroll down to read her entire morning routine.
7:30 A.M. When the alarm on my phone goes off, I grab it and hit snooze for another 15 minutes (depending on the day, of course). I tend to stay up past midnight each night from either socializing, working, or simply enjoying some me-time in my apartment (reading, art-creating, life-strategizing, etc.) so I try to squeeze in as many last-minute zzz’s as I can!
Once I’m up, the first thing I do is check the daily stats on Influenster. We get email updates every day on how many new users joined, how many reviews were generated, which brands and products were the most searched on the platform, and more. I also tend to have big ideas that pop up in the mornings (and nights) so I shoot off notes to the appropriate teams before I lose my thoughts. Lastly, I go through emails and take a quick look at Slack to make sure that there’s nothing urgent.
7:45 A.M. I make coffee at home (cream and no sugar!) This is a must before I do anything further. Right now, I’m drinking a local brew from my recent trip to Cuba. Then, I turn on NPR’s “Morning Edition” so I that I know what’s up in the world.
7:50 A.M. Shower time! I try to wash my hair as infrequently as possible so it’s typically a quick shower with Origins Gloomaway Grapefruit Body-Buffing Cleanser – a refreshing pick-me-up scent and exfoliator that reinvigorates the skin. I wash my face with Olay Active Botanicals Refreshing Gel Cleanser that I had tested through a VoxBox a few years back and am still loyal to – its application is silky smooth and makes my skin feel like butter!
8:05 A.M. As I’ve gotten older and wiser, I make sure to take ample time to properly care for my skin. And you’ll see that I’m a bit of a product junkie – which probably isn’t surprising considering that I get to test new products and read reviews for my job all day!
First step is Ole Henriksen Vitamin C Truth Serum to prep my skin and treat dark spots. After that, I put on eye cream; I’m loving 100% Pure’s Coffee Bean Eye Cream right now. For my combination skin, I use the hydrating oil-free moisturizer from Shea Moisture called African Black Soap Problem Skin Moisturizer because it hydrates where you need it to and normalizes the oily areas. My last step always involves applying SPF and I go for La Roche Posay Serum in SPF 50.
8:20 A.M. I have so much makeup and switch up my look daily so it’s hard to say what’s typical. If I have limited time, I’ll do a quick application ofMAKE UP FOR EVER Mat Velvet + Matifying Foundation on the cheeks and blend it out using a damp EcoTools Perfecting Blender Duo followed by concealer under my eyes to cover those hereditary dark circles I’ve had since childhood. I never leave the house without filling in my brows (I swear this takes years off); Lancôme Le Crayon Poudre Powder Pencil for the Brows is my weapon of choice. Also, a brush of Becca Shimmering Skin Perfector gives a much-needed glow to my paler-than-my-body complexion. Finally, I finish off the look with YSL’s new The Shock mascara and a nude gloss.
8:45 A.M. I plug in my hair dryer for a quick volumizing blast to my roots instead. I’m obsessed with huge hair and aim to make it as big as possible. My favorite products for a good lift? Not Your Mother’s Girl Powder Volumizing Hair Powder if I’m looking for instant texture at the roots. If I’ve gone a day or two longer than I should have without washing my hair, I count on Bumble and bumble Pret-a-Powder to soak up the oil and mask the fact that I’m on Day 5. It must work – no one can ever tell (or they don’t say anything ☺).
8:50 A.M. I don’t plan outfits in advance and usually go with the flow depending on what I’m doing and feeling that day. And every day is different! For example, if it’s a client day, I’ll wear something très chic like a black leather dress with my Valentino tote. If it’s a more casual day in the office, I’ll wear black jeans, a nondescript tank, beige over-the-knee boots and some sort of a hat (a fedora for sunny days or large stocking cap for blistering cold days).
Since I live in Brooklyn, I have to plan my day ahead and pack accordingly. Am I doing a video shoot? Attending a ballet class later? Going for a client dinner? Heading to an indie band concert? Whatever the needs are (usually flats), I pack it all in my favorite leather backpack by a local NYC designer, Kara.
9 A.M. When it comes to my morning commute, I switch it up daily since I live in Williamsburg. If it’s tolerably nice (e.g. over 40 degrees and not raining), I work out both physically and mentally by walking across the Williamsburg bridge, plugged into my favorite podcast, to our office in TriBeCa. I’m an avid listener of Freakanomics and Hidden Brain (and anything psychology-related that gets me thinking in a different way).
9:30 A.M. Once I reach TriBeCa, I grab more coffee! I usually hit up the Dunkin Donuts across the street from our office for a raspberry almond milk latte. Once in the office, the first thing that I do is snuggle with our office mascot and also my business partner’s pooch, Chaplin, a 4-year old lab mix.
9:45 A.M. Down to business! As co-founder of Influenster, I oversee most parts of the business. Hence, my A.M. meetings can range from product development discussions where I’m approving app designs or ideating new offerings to add to the platform, to account management sessions where we’re discussing client success and strategy. Also, since I still lead the sales team, I split my time between running the business and selling the business to core clients, which means I dedicate much of my energy to meeting with top beauty brands to brainstorm and present the best partnerships to help them achieve success. I feel really lucky because each day is a different adventure – and as someone who gets bored with monotony, I’m in my element!
Visit Influenster here.