DIANA, FOUNDER & CEO

Back in her teenage years, Diana V. Carriço has probably experimented with all available skincare and makeup products in the market without an accurate understanding of what they did to her skin. This confused, over-stimulated beauty junkie attitude went on into her twenties, at which time she began to actually read the labels and became interested in studying and understanding the world of cosmetics. This marked a turning point in her journey, emphasized by her own empirical observation: Those thousands spent on “beauty products”, with constant acne breakouts, dry skin, dark spots and sun exposure signs to show for it were the visible legacy not of a lack of care, but of a skin that in spite of care was not getting any better. It was time to change.

HOW IT BEGAN

In 2012-2013, while working as a creative director and trends researcher in the fashion and beauty industry, Diana realized several well-known brands were portraying untrue and misleading information about their products. The industry standard was seemingly less interested in sustainable, effective products that treat your skin than it is in marketing the creation of “fast beauty” products with (not so) fancy ads that sell false promises of standardized “beauty” and normalize unrealistic stereotypes in the process.

A three year period of intense research followed, anchored by a firm conviction that a relationship with a brand shouldn’t be only transactional but primarily transformational. The idea came up: to create the world’s first androgynous skincare brand with products comprised of less, potent, effective and innovative ingredients capable not only of nurturing the skin but envisioning it as part of a 360º self-care (and self-love) process and countering the myth that “natural's always better” - just because it's natural, it doesn't mean it's safe and just because it's human made, it doesn't mean it's harmful.

MADE IN YOUTHLAND

With sustainability in mind from inception, and merging the world of Art and Design into the world of skincare, a new place for creation was born - Youthland: a raw universe, transparent, timeless, transformational and humanist where differences are celebrated and stereotypes don’t live - representing a new movement in the cosmetics industry since 2015.

An interdisciplinary global mind, Diana advocates a cultural shift in the beauty industry towards slowing down its pace - from fighting unhealthy consumption patterns with informed decisions, designing a plastic packaging that changed the conversation around sustainability and breaking beauty standards with an androgynous skincare brand, one step at a time.