Beauty NZ Magazine - Q&A with Dariel Sidney VP of Global Philanthropy for RevitaLash

We are proud to share that Dariel Sidney, VP of Global Philanthropy for RevitaLash Cosmetics, graces the cover of Beauty NZ Spring Edition!

As a physician-led brand, RevitaLash Cosmetics remains dedicated to safety and thoughtful product formulation. RevitaLash Cosmetics honours the courage and strength of Gayle Brinkenhoff, and that of women everywhere, by supporting breast cancer initiatives year-round, not just in October.

Dariel's journey and passion for giving back are at the heart of everything RevitaLash stands for – a legacy of love that began with her mother, Gayle Brinkenhoff. From championing global philanthropic initiatives to supporting breakthrough breast cancer research, Dariel continues to embody the mission of beauty with purpose.

A huge thank you to Lisa Potter, Editor of Beauty NZ, for this incredible feature and for highlighting the inspiring story behind RevitaLash Cosmetics. Dive into this incredible Q&A with Dariel. 

Could you give an overview of your role and about what is at the heart of your role as VP of Philanthropy and Ethos?

RevitaLash Cosmetics was founded by my stepdad Dr. Michael Brinkenhoff (we call him Dr. B.), who created the original eyelash serum to help my mom, Gayle—our Co-Founder—feel more beautiful during her battle with breast cancer. Since the beginning, we’ve been dedicated to giving back to help breast cancer patients and fund important research. But until we created my role in 2019, there wasn’t a dedicated person that handled all our efforts.

Now, as VP of Global Philanthropy, I oversee the company’s work with our charitable partners. My personal connection to the cause makes this role a natural fit, and I’m so proud of all we continue to accomplish. Currently, I’m focused on evolving our efforts beyond the standard understanding of what it is to be philanthropic, with a renewed focus on directly funding breakthrough research efforts dedicated to finding a cure.

What aspect of this role gives you the most personal satisfaction:

Nothing feels better than the response we get after supporting an organisation in their efforts—and supporting the people behind those organisations. To see the real difference that our financial and product donations make is extremely rewarding. And on the scientific side, it’s incredible to see the real medical advancements that are being made in the labs at cancer hospitals—to see them being used on patients and improving and extending lives. It makes my job feel like not a job, but rather like a service. A human service.

I’m proud of carrying on my mom’s legacy. When she co-founded the company with my stepdad, she always wanted giving back to be central to our mission. I feel so much satisfaction in knowing how proud she'd be that we are carrying out her grand plan.

What are you most proud about in terms of the evolution of RevitaLash and why?

From the get go, we’ve always prided ourselves on being innovative. We have stayed true to that core value by innovating in so many realms, from product development to our brand positioning to our philanthropic efforts. There are a lot of companies that say they’re philanthropic or that support an organisation one time, but we’ve pledged to be Eternally Pink, which means we remain dedicated to giving back 365 days a year. The word innovation is overused in the beauty industry, but for RevitaLash Cosmetics, it’s a true part of who we are as a company – not because we say it, but because we’ve proven it through action.

How the RevitaLash heritage story continues to influence its/your business path:

Our founding story is our guiding light, and giving back is one of our core values. We navigate decisions by continually asking, “does this initiative incorporate the core values of who we are?” If it doesn’t fall in line, we don’t do it.

As a company, we are constantly checking ourselves to make sure we stay true to who we are. We have a small product line for a company that’s been around 20 years, and that is purposeful. We don’t stray from what we know – we know what we are good at and where our expertise lies. Our heritage story is part of that, and to continue telling our story we need to stay true to our identity as a company, and the expectations of our customers.

What is part of the legacy around philanthropy that your mother infused/inspired for you specifically:

When dealing with a chronic illness the way my mom did from such a young age (32), it becomes a part of your identity. In the 25 years she battled cancer, she was able to take a hardship, something that negatively impacted her health, and turn it into something that positively impacted the world. She was able to make an impact on others. What she started—the spirit of giving that continues to drive our company today—would not have happened had her illness not been there.

What are some of the changes RevitaLash have made in recently which are particularly satisfying:

We’ve launched natural extensions of our core hero SKUs, most notably a sensitive version of our lash serum, as well as a professional-only version, exclusively available to aesthetic professionals. We listen to our customers, which is a huge part of why we are successful, and continue to service the market in a more comprehensive way. We haven’t strayed from our expertise, and we deliver new innovations that are needed and deliver the results that have come to be expected from us.

We’ve fine tuned our global giving program which involves over 70 countries that align their philanthropic mission with ours. It’s a huge accomplishment and something we’ve been working on for years. Our global distribution partners in turn partner with local breast cancer organisations in their region, and we match their donation made to that organisation. We are so excited about the response we’ve seen so far with a handful of countries that have already kicked this off, including New Zealand as an early adopter – they have mirrored our mission from the get-go!

This year we are so proud to have reached the milestone of over $9 million USD in monetary and product donations, volunteer support, and investments committed to the fight against breast cancer since 2008…and that number is growing every day.

What nuggets of life/business advice has someone shared with you that has played a role in how you approach life/business:

Life always leads. RevitaLash Cosmetics is the prime example of this advice. The lives of my stepdad and mom were the impetus for this business. They listened to their instincts, friends, and family and saw a need for a product that performs like ours.

Life comes first, and you should aim to be satisfied there and business will follow. If business comes first and you are depriving yourself of life, business suffers. I try to practice that. Having 3 young kids under the age of 8, you have no choice but to put life first!

When did you join the RevitaLash family business and in what role:

I joined in January of 2008 – my very first title was International Distribution Coordinator, which basically entailed me getting a call from Dr. B. and asking if I knew anything about international business. I said I could try to learn, and over the next 13 years built the international distribution business, and sales department, for RevitaLash Cosmetics. I learned a lot, met so many people, asked a lot of questions. I was young and female in a male-centric business, which was surprising about the cosmetics industry. There were a lot of awkward situations, and I even had to bring my husband to Japan because the men I was meeting with didn’t feel comfortable sitting alone with a woman. It’s been an interesting ride, and after I had my second child it felt like the right move to find the next leader for our international business, which allowed me to move into my new role.

What were some of the earliest and most important business lessons you learned:

You have a voice and it’s okay to use it. Early on, I thought because I was young and female that I had to take on a more aggressive approach. That didn’t have a great result, and I learned the hard way from colleague feedback. Admittedly, it’s taken a while to refine my professional approach. It’s a strange thing to be young and in a high executive level role, and to feel inferior. In order to compensate, I felt like I had to be louder; I felt like I had to know it all and have every answer. Looking back, I would tell my younger self that it’s okay to ask questions or say, “I don’t know, can you teach me?” Now in my current role, I have more breathing room to ask those questions, and I am more patient with myself.

Some background on your work focus pre joining RevitaLash:

I majored in marketing and PR at a communications-focused school that was renowned for its journalism and speech communication programs. Looking back, that set me up to be where I am now. Out of college I worked for an entertainment publicist and enjoyed that for many years before joining RevitaLash Cosmetics. I worked in fashion and film, entertainment, and music and really enjoyed the excitement of that world during those years.

Where are you are based now and how this influences you (if it does):

I live in Ojai, CA. It’s a small community of young families, artists, outdoor enthusiasts, and immense natural beauty. We’re tucked away in the mountains, but only 20 minutes from the beach. Living here allows me to engage in the things I love personally, and it’s only 20 minutes drive from our office headquartered in Ventura, California. Living in a town like this promotes and encourages that work life balance.

Has motherhood shaped your business approach in any aspect:

While I was answering these questions, I got a call from my son’s preschool that he had a fever. My approach is being flexible, prioritizing, and packing it in when you get the chance. Making the most of the hours you get, and realizing how incredibly productive you can be in a short amount of time. Motherhood has made me truly embrace the multitasking approach, for better or worse. Joking aside, it makes me appreciate the time I do get to work. I get to use a different part of my brain and be seen as a person, and not as a mother. As working mothers, we play several roles. But I won’t lie, there’s a huge learning curve, and after 3 kids I feel like I’m finally getting the hang of it.

What for you are important ways RevitaLash has evolved:

That’s a great question because I remember the early days of this business when we were doing so much of it on our own. I remember printing our own brochures. I was one of the first models, where we sat in our living room and had a photographer take pictures of my eyelashes. It was so grassroots, but so special and really embraced the family business essence. To see where we are today and the storied history of our company’s timeline through all the ups and downs is so interesting – it could literally be a docuseries. I am incredibly proud of where we are and how we got here. The journey has made us a strong and cohesive group of people and a strong and cohesive company. I think that’s felt throughout the organization and I think people feel proud – not just because of our philanthropy and our products but because we’ve been through thick and thin together. We’ve pioneered a new category of cosmetics and we had to learn along the way, so we’ve really evolved in terms of our knowledge. Dr. B did not aim to start a company until he stumbled upon this innovation that filled a need for his wife.

We’re an accidental miracle – so many people are so grateful for our products, and it was all an accident, which is so remarkable. That’s something to behold.

What is next for RevitaLash – new products, a fresh focus or refocus on any particular aspect of the business:

RevitaLash is a brand that is always innovating – both with products and with itself. With the beauty landscape constantly changing, we intend to lead the charge, just as we always have. We have so many exciting things coming up in 2025 and beyond as we both continue to round out our current product assortment, and set the tone for the category all over again.  We are truly excited (and that’s all I can share!)

What new initiatives have been launched recently and some information on these:

I am so thrilled that we have restarted the Gayle Brinkenhoff Breast Cancer Symposium post-pandemic. This event, which is held by our partner City of Hope (a renowned cancer treatment and research institution in our home state of California), brings together the most brilliant minds in cancer research to discuss their ideas, findings, and hopes—all for one common goal: to find a cure.

Post-pandemic, we are traveling and it’s rewarding to forge new partnerships in person around the world. Most recently, we were in France to partner with Institut Rafaël and Look Good, Feel Better. Continuing these partnerships is so important.

We always look to do more each and every year, and improve upon our efforts from the year prior, so we have some exciting developments on the horizon.

Learn more about the RevitaLash Eternally Pink Pledge here 

Or read the full article here.