Ariane Goldman Hatch

The Regimen December 15, 2020

HATCH's Ariane Goldman Has A Beauty Routine Every Working Mom Can Relate To

We think we can safely say that no one has done quite as much for making maternity chic like Ariane Goldman. The founder of HATCH took what had been a very frumpy category and turned it into a fashion brand so desirable, even women who weren't pregnant started snapping up pieces from the line. The flowy, timeless pieces were just that good.

She also turned being an ultra-busy NYC mom/entrepreneur into an art form, somehow juggling the day-to-day operations of a fashion empire with spending quality time with her two young girls and finding a few spare minutes to take care of herself.

In this week's The Regimen, we asked Ariane to share her beauty tips, must-have products, HATCH pieces she still wears today, and the practical advice she wishes someone had shared with her before she became a mom.

Ariane Goldman

Name: Ariane Goldman
Profession: Founder and CEO of HATCH 
Skin type: Dry
Hair type: Thick and wavy
Duration of beauty routine: Five minutes —I’m easy 
Walk us through your daily beauty routine: 
Out of the shower, I love to layer our nourishing HATCH Belly Oil and then Goop's body lotion. For my face, I prefer a hydrating cleanser like Pai Middlemist Seven Hydrating Cleanser and I usually use an oil for day and night — Vintner's Daughter is my favorite. I’m not a makeup gal but you’ll see me using a clean mascara like RMS or Kosas. When I’m feeling fancy, I’ll add a little color to my cheeks or lips with Westman Atelier Baby Cheeks Blush Stick. As for hair, I’m a simple oil and air-dry kind of gal. Oh, and nails! That’s the one thing I’m pretty consistent about — Tenoverten cuticle oil and polish for the win.
What is your philosophy on beauty? 
Keep it clean, keep it simple, and lean into both a nourishing ingredient list and lifestyle for you to enhance your natural glow. If I’m taking care of my body and my mind, that will come out in how I look and feel. Working in the maternity space, wellness is inherent to so much of my daily life. 
What is your best beauty advice?
I am a big advocate for taking care of your base before putting anything on — I always thread my eyebrows, get facials as time allows and I love a good soul-cleansing workout like The Class when I need a spiritual and physical detox.

What is the best beauty advice you've ever been given?
As I got older, my mother-in-law once told me to stop paying attention to the “anti-aging” noise. Aging is a natural, inevitable process and trying to fight it is a losing game (and a slippery slope to looking ridiculous!).
What are your three must-have products?
I love how the Goop Glow Body Luminizer gives me a glowy sheen and hydrates deeply.
 I'm a sucker for a good face oil, and Vintner’s Daughter Active Botanical Serum is so good. 
While I don’t wear much makeup a clean mascara like Kosas The Big Clean Volumizing + Lash Care Mascara is always a win.


HATCH founder

What's the biggest beauty mistake you've ever made?
Dyeing my eyebrows — it was way too bold. The first thing my daughter Charlie said to me was, ‘Woah! What did you do to your face?’
What do you love most about your job?
I love that I get to spend my day brainstorming ways to make women feel confident, beautiful, and incredible during what is the most magical moment of their lives, and how to solve problems and create solutions for them — because if there’s one thing pregnancy isn’t, it’s easy. I love supporting them through our wardrobe solutions or mama safe beauty essentials, or through the online community we’re building with our editorial site Babe. It’s an honor to be doing what I do. I also love that I get to work with an incredible group of people, mostly badass women (and a few badass men) who are smart, motivated and creative. I have a killer team.
What are your signature HATCH pieces that stayed in your closet post-baby?
The Slouch Dress is a HATCH O.G. that keeps getting better with age. It’s throw-on-and-go perfection, even still! The Waffle Turtleneck is awesome for a winter pregnancy and holds up months and years after baby. Pregnant or not, I always want an oversized cozy sweater to cuddle into once the weather turns. And our Nurse-To-Errands Onesie, and really all of our Fourth Trimester staples are designed to cater to a new mother’s need in the days and weeks following the baby. So whether it’s an easy-to-open nursing front or a onesie or dress that makes you feel great when nothing else does, these pieces go above and beyond after babe. I live in mine, especially these days!
What's the biggest challenge you face as a working mom and how do you manage it?
There just aren’t enough hours in the day to do everything and be everything to everyone. I’ve learned not to let the guilt build up or overwhelm me, and I think I’ve carved out a good system where I can do drop-off or pick-up and choose the important things I want to be around for, while also steering this company into the future. You can’t win at everything, and being choosy with my time and letting my team flourish has allowed me to be “all the things” — just maybe not all at the same time!

Ariane Goldman family

How did your beauty routine change when you became a mom? 
It became a LOT simpler. I’ve always been pretty low-key, but I definitely had to shift my focus towards easy but effective products that get the job done in a few steps — even if that means a just few pats of vitamin-rich oils and done! If I get mascara on, that’s a win.
What advice would you give for new moms and moms to be? 
Be flexible and kind to yourself. Your body is so incredible and it’s working so hard during pregnancy and afterwards. There is so much inherent pressure on the mom to carry the emotional load, get back in shape, nurse, work, host, caretake and look great at the same time.

Sometimes you just have to give into being a good enough mom and finding little moments for yourself — even just a 15 minute walk, or two minutes in the bath to breathe, a 10-minute phone call with a friend. Schedule those things in. Maybe it’s just brushing your hair or throwing on a cute dress that brings you joy. That’s where feeling like you again starts and continues — those little moments of self-love that will become your new normal! A little mascara here and there never hurts, either.


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