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Mean Youtube Comments Inspired Model Emily DiDonato To Launch Her Own Skincare Brand

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Supermodel Emily DiDonato filmed an episode of BAZAAR.com’s Go To Bed With Me series back in 2019 detailing her 11-step nighttime beauty routine. She spoke about her favorite jelly cleanser, makeup remover wipes, and even the actives she loves like retinol and vitamin c. Then the comments started rolling in. “It was an inspiring moment—I got torn apart in the comments,” she says. “Of course we know that people are savage on the internet, but it did wake me up in a way. People were like, ‘you can’t pair those things— that’s not the right order.'”

DiDonato and her best friend Christina Uribe, a Google executive, have spent years going down “skincare spirals” in the hopes of finding the perfect skin care routine. “We both fell prey to the notion that to have healthy, glowing skin you need a 10 or 11-step skincare routine,” notes Uribe. As skincare obsession has reached its peak on the internet, so has confusion around what to use, when to use it, and whether or not it plays nicely with the other products in your routine.

With Covey Skin, the pair are hoping to simplify our skincare routines down to just three derm-approved (and presumably Youtube-approved) products. Out today, Covey skin consists of the First of All Cleanser, Next Up Vitamin C Serum, and Last But Not Least Moisturizer designed for all skin types. They partnered with dermatologist Dr. Julia Russak on the gentle, clean, and fragrance-free formulas.

I used the Covey routine for about two weeks and was shocked at how nicely my skin responded to the simplicity. The cleanser is a rich jelly that removes all traces of makeup—even waterproof. DiDonato herself tested it repeatedly after shooting with Maybelline’s intense and notoriously long-wear formulas (she’s one of Maybelline’s famous faces). The cleanser leaves skin feeling soft and clean but not stripped and tight. My only complaint is that I wish it came in a bigger tube—my husband and I emptied the bottle in about a week.

The Next Up Vitamin C Serum uses tetrahexyldecyl ascorbate, a stable form of vitamin C that is ultra-gentle and doesn’t have that distinct coppery smell (you know the one). Because it’s so gentle, the brand recommends using it both morning and night instead of just in the morning for the best results. The addition of vitamin E, grape seed extract, and glycerin make this serum soothing, moisturizing, and brightening. If you’re prone to irritation or flushing from other powerful antioxidant serums, this is one you should try.

The last step in the Covey routine is moisturizer. Lightweight but deeply nourishing, Last But Not Least contains proven ingredients like squalane, glycerin, hyaluronic acid, resveratrol, and bisabolol to soothe, plump, and hydrate. The tiniest dab goes a long way and made my skin feel soft and silky, never slick or greasy. It’s perfect for layering under makeup or simply wearing to bed. My one complaint is the jar. If you’re a germ and ingredient freak like me, you probably prefer an airtight pump versus an open jar.

Of course, any Youtube comment will tell you that a proper routine still needs more than just three products—SPF being one of them. But there’s beauty in simplicity, and a real comfort in knowing all your skincare was designed to be used in synergy.

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