Nina Lato: Redefining Beauty Branding, One Impression at a Time

An Exclusive Q&A with Marie Claire Philippines

When it comes to breaking into the competitive US beauty market, Nina Lato (formerly Nina Vargas) is the woman brands turn to. Known for her razor-sharp strategies and unapologetic authenticity, Nina is a branding powerhouse who’s built a name helping beauty brands from across the globe find their footing—and flourish—stateside. In this exclusive interview, Nina shares her insights on success, self-care, and why first impressions, whether with your brand or your skincare, always matter.

MC: Nina, you’ve worked with some incredible beauty brands. What’s the secret to cracking the US market?

Nina: Authenticity. The US market is saturated with beauty products, but consumers here have evolved—they’re savvy and can spot gimmicks from a mile away. It’s all about storytelling that feels real. A product might look great in packaging, but if it doesn’t connect emotionally or deliver on its promise, it’s game over. You have to know your audience and tailor your message, all while staying true to your brand’s identity.

MC: Let’s talk about first impressions. You’re known for your effortless style, but is it really effortless?

Nina: (Laughs) I won’t lie—I don’t always dress up. My team has seen me in everything from power suits to sweatpants. But I do clean up when it counts! Branding is all about making the right impression at the right time, and the same goes for personal presentation. You don’t need to be flawless 24/7, but when you show up—whether it’s for a pitch or a red carpet—you better show up.

MC: Your skin always looks amazing. Any skincare secrets?

Nina: First, thank you! Second, it’s all about knowing your skin. Makeup can only do so much, and trust me, it will betray you if your base isn’t taken care of. Invest in good skincare. Hydrate. Protect with SPF. And don’t skimp on quality. The same way I approach branding—authentic, consistent, and intentional—I approach my skin. It’s the first thing people see, and it’s not going to lie about how you’re taking care of yourself.

MC: How do you balance self-care while building an empire?

Nina: It’s not easy, but I prioritize it because I’ve learned the hard way that you can’t pour from an empty cup. Some days, self-care is a 10-step skincare routine; other days, it’s making time for a quiet cup of coffee. And yes, self-care includes skincare and the occasional guilty pleasure of binge-watching a show while masking. Balance isn’t about perfection; it’s about consistency.

MC: What advice would you give to beauty brands looking to stand out in 2025?

Nina: Be intentional and transparent. Consumers today value honesty over hype, so stop trying to be everything to everyone. Highlight your hero product, communicate why it works, and don’t be afraid to lean into your niche. Also, remember that branding isn’t just about your logo or Instagram grid—it’s about the entire experience you create for your customers.

MC: Lastly, what’s one piece of beauty advice you live by?

Nina: Always match your foundation to your skin tone—literally and metaphorically. Whether it’s your makeup or your brand, trying to be something you’re not will never work. Authenticity wins every time.

Nina Lato may not always dress up, but she sure knows how to show up, and her work proves it. With her unparalleled expertise in branding and her unapologetic approach to self-care and success, she’s shaping not just beauty brands but the entire landscape of marketing. As Nina reminds us, it’s not just about looking good—it’s about being true to who you are and leaving an impression that lasts.

For more on Nina’s work and her skincare faves, follow her journey through @ninabvargas or visit her site: www.ninalato.com

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