So much comes to mind when we think of Cindy Crawford: supermodel, mother to Kaia and Presley, queen of the bouncy, voluminous ’90s blowout, endless beauty inspiration and founder of Meaningful Beauty, to name a few. Now, on the eve of her milestone 60th birthday on Friday, February 20, she reflects on all she’s learned so far, including how she’s aged with confidence, what she hopes to pass along to her children and the biggest hurdles she’s faced as a beauty brand founder.
She’s done it all with poise and staying power. Her Meaningful Beauty brand, now more than 20 years old, has matured right alongside her; its hero product, the Youth Activating Melon Serum ($110), sells one bottle every minute. Ahead, Crawford opens up about everything from her beauty must-haves to what matters most.
Ahead of your 60th birthday, what are some of the biggest lessons you’ve learned and want to pass on to your children?
“I’ve learned that taking care of yourself—consistently—keeps you grounded in the moment, and feeling and looking your best over time. It’s not selfish, it’s essential. I try to eat healthy. I always say 80 percent good, 80 percent of the time. I try to work out four times a week. And of course, I take care of my skin—and wear sunscreen! Taking care of yourself is also about having great relationships, friends and community.
But I tell my kids, don’t spend your whole life trying to get more life. Longevity is such a buzzword now that you could literally spend your whole day doing things to prolong your life. But then you didn’t really live that day. I think it’s all about finding a balance.
I also tell my kids that we all have insecurities. I mean, no one gets off without insecurities. And I think part of our own growth is not necessarily even getting over them. You just have to act as if you have confidence. And then the more you do, the confidence will come.”
Your brand is named Meaningful Beauty. What makes your life meaningful to you and why?
“It’s the people in my life and the relationships I have that are most meaningful. I have a great family life, I’m still married, I still like my husband and I’m close with my mom and sisters. Giving back is important to me, too. I’m grateful for having had a fulfilling career, for traveling and all that, but the people on the journey also made it incredible. I appreciate that.
The line is called Meaningful Beauty because we didn’t want it to just be about superficial beauty. How we feel about and take care of ourselves goes so much deeper than that. And we also wanted there to be a reason for every product in the line; they each have a purpose and meaning.”
What does your morning routine look like?
“I usually wake up around 6:30 a.m. First thing I do is put on my Bible recap (I use the Dwell app and the Bible Recap). While I listen, I dry brush my body and use a gua sha on my face. Then I go outside. I try to walk barefoot in the grass on my way to the jacuzzi. This is my ‘gratitude’ time and also where I think through my day and try to troubleshoot. I usually throw on gym clothes, apply some Meaningful Beauty Youth Activating Melon Serum and go downstairs to make coffee. I add in collagen and a little half-and-half. After my workout, sometimes I go into the sauna and cold plunge if I have time. If not, straight into the shower and then use the rest of my skin care—Meaningful Beauty Anti-Aging Day Crème ($65) and Lifting Eye Crème ($46)—before I add a light touch of makeup.”
You’ve maintained flawless skin over the years. What are some of your beauty and skin-care secrets to staying youthful?
“I don’t really have secrets because I like to share! That’s why I created Meaningful Beauty with Dr. Sebagh. I had such great results with his treatments, I wanted my mom and sisters to be able to use them too. That was the original inspiration. Then it was like, why not share with women everywhere? I did that with my workout videos, too. I wanted people everywhere to benefit from the access I’ve had throughout my career. The most important thing is consistency. You can’t go to the gym once and expect results. Same with taking care of your skin.”
What does your nighttime beauty routine include?
“For my skin, I’ll always cleanse and then apply our Meaningful Beauty Youth Activating Melon Serum. It’s really an amazing multitasker for plumping, firming and hydrating the skin.
For a moisturizer, I’ll sometimes alternate between an oil or the Meaningful Beauty Age Recovery Night Crème ($68). For my hair, I like to pin it up in a loose bun so my blow-dry lasts longer. I also like to sleep on a Slip Silk Pillowcase ($115) to keep my hair smooth. Before I get into bed, I apply our new Targeted Body Hydration Stick ($34) all over my feet, especially my heels and then put on socks. Feet can really show signs of age, so I’m trying to avoid that!”
What are your desert island beauty products?
“The Youth Activating Melon Serum for sure. Also, we’ve transferred our skin-care technology into a hair-care line with a scalp serum called Restorative Scalp Treatment ($46). It’s designed to help hair grow thick and gorgeous, so I carry that with me because my hair was getting thinner and kind of lifeless—not anymore!
I really like the Laneige Lip Sleeping Mask in Gummy Bear ($24). It’s so moisturizing because it has shea butter in it…I wear it all day, not just for sleeping.”
What are some unexpected challenges and lessons you’ve run into as a beauty brand founder, and how did you deal with them?
“In the 22 years since we started Meaningful Beauty, the world has changed so much. And women are evolving constantly. Keeping pace with and even leading the consumer is a healthy challenge. There’s so much information available now, consumers are very knowledgeable, so being authentic and transparent is more important than ever for the brand.
There are also so many more platforms where we can connect with women. We started telling the Meaningful Beauty story on infomercials, and now we meet women where they are, and that keeps changing, too. We learned it’s crucial to be where they’re receptive to hearing from us, and not force it.
The science and technology available have also advanced, so we are constantly improving and evolving our formulas to include the latest breakthroughs and reflect the needs of our consumers, as well as my own as I get older. It’s actually one of the most fun parts of having a brand. Originally, we created the line and products for my skin, then now we have hair and body-care lines too, because as I’ve gotten older, I want it all!”
Do you have a signature fragrance?
“My husband is very sensitive to fragrance, so I look for subtle scents that aren’t too sweet.”
Do you have a signature nail color?
“I almost always have short, clear nails—or maybe something like Essie Nail Lacquer Ballet Slippers ($10). After so many years of modeling for Revlon with all the long colored nails, I now find it distracting to have color on my nails.”
What are some wellness items you’re loving right now?
“I love a red light mask when I have time. I’m a big fan of skin brushing before I take a shower. It’s great for lymphatic drainage, plus it exfoliates skin. I also use a PEMF mat with low-frequency magnetic pulses for the whole body. It’s relaxing before bed. Infrared sauna is also really good for you. I just don’t get to do it as much as I would like to!”
