Her Impact: How Gabriela Navejas’ Brand Madame Gabriela Is Redefining Beauty Standards
In a world where beauty sometimes comes at the expense of health, Madame Gabriela stands out for its committed to revolutionizing the clean beauty space with its luxurious yet non-toxic lipsticks.
Founder Gabriela Navejas’ journey began with a simple desire for the perfect lipstick — one that not only delivered vibrant color but also nourished and protected the lips. Frustrated by the lack of clean beauty options on the market, she embarked on a mission to create her own. Drawing inspiration from her cultural heritage as a Latina and a passion for travel, Navejas partnered with co-founder Geoffrey Christiansen to launch Madame Gabriela Beauty in 2019.
At the heart of Madame Gabriela is a commitment to transparency and sustainability. Named as the one of the best moisturizing lipsticks in the market by Forbes, the brand’s signature lipsticks are made from safe, natural ingredients sourced from the finest suppliers, ensuring that every product meets the highest standards of quality. From Manuka honey to shea butter and avocado oil, each ingredient is carefully selected for its skincare benefits, delivering a rich, satin finish that enhances every skin tone. It is these qualities and more that has seen Madame Gabriela lipsticks join the lineup of Free People’s selection of beauty and wellness products.
Central to Madame Gabriela’s ethos is the belief that beauty should be inclusive and empowering. By embracing bold colors and vibrant finishes, the brand encourages wearers to express their individuality with confidence. As a Latina entrepreneur in the beauty industry, Navejas understands the need for inclusivity and diversity, which is why she is particularly keen to get her products into small retailers where women can easily access them in their local communities.
This Women’s History Month, we spoke to Gabriela Navejas about Madame Gabriela’s commitment to innovation, building an impactful business and makeup as a tool for empowerment
Madame Gabriela embraces bold colors and vibrant finishes. How do you translate your personal style and cultural heritage into your products?
I love how more and more, we — women — are more empowered to be our own advocates when it comes to better products and color. I was born and raised in Mexico City and my culture and heritage play a big part on the inspiration for my brand and the shades we carry. I embrace how color makes us feel beautiful and more confident.
Your products encourage confidence and self-expression. How do you formulate lipsticks with that intention, allowing wearers to embrace their individuality?
There is a kind of beauty that radiates from women who know they are beautiful regardless of how they look, so to be able to bring color and a great formula into women’s lips is a privilege that I do not take lightly. Makeup is a tool that allows women to feel more comfortable in their own skin regardless of their strengths and weaknesses. Our lip colors provide happiness and confidence that every woman tailors to their own journey.
As a Latina female entrepreneur, have you faced unique opportunities or hurdles within the fashion industry, and how do these experiences influence your vision?
The beauty industry has been welcoming but yes, there are still hurdles to overcome especially when it comes to access to funding or retailers. For me, when I hear a “no”, I hear: there must be another way so for me and my team. We aim to provide the best skincare formulas for your lips, one lipstick at a time, and really connecting with that customer that knows she deserves better when it comes to formulations in makeup.
Could you share a collaboration or partnership that allowed you to expand your creative vision and connect with a new audience in impactful ways?
We are constantly collaborating with influencers and our retailers. For me, the most important collaborations are with small retailers for the opportunity to connect one-to-one with that woman seeking better products. When we collaborate with smaller retailers, we are touching the lives of local communities, whether it happens in Oregon, Upstate New York, Nashville or Ohio – it is priceless!
What does the future hold for Madame Gabriela? Where do you envision your brand making its greatest impact, both stylistically and in terms of empowerment for women?
The future is bright. The customer is more aware than ever that we lack regulations in the industry and that it is up to each one of us to choose better products, products that have a real impact not only in our bodies but also in the society that we all live in. We are already making a big impact by empowering women to choose a product that is better formulated. I see Madame Gabriela reaching out to a younger consumer and empowering these new generations to ask for better, and we do that with our purchasing power.
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