Nina Urgell Cloquell is the creator of Midnight 00:00, a line of clean cosmetics inspired and made from the natural world. LVR sat down with the founder to talk about clean beauty, her inspirations, and her personal style.
Can you tell us what inspired you to create Midnight 00:00 and your concept behind the brand?
Midnight was born from the idea of creating a clean, simple and honest cosmetic brand. Our main idea was to democratize the cosmetic industry, to escape from the fake promises masked behind miraculous products that make your hair and skin look like never before. We wanted to offer to our customers something real, something that came from the purest source – Nature.
Midnight 00:00 Apothecary is committed to vegan, clean, and plant-based products; why is this important to you and what kind of ingredients do you use?
I believe nowadays, the commitment of using vegan and plant-based products should be mandatory for all the cosmetic labels. This change is in our hands, yours, mine, each of ours. We need to keep a close eye on our daily choices in order to improve our commitment to the environment. We are currently working on a new system to reduce the waste produced from the packaging once the product is empty. We are looking into reusable packaging to be combined with new methods of bulk sale. Ingredient wise, I would highlight the importance of Moringa and Rosmarinus Leaf extract as key ingredients of Midnight 00:00.
How did you parlay your career as a fashion influencer to creating your own brand?
I became a fashion subscriber on Instagram five years ago. I started from the bottom, with no contacts or family/friends working in the industry. Everything was built from scratch. It makes me happy when I look back and realize that a few years ago I made the right choices, which led me to the path I am taking now. This is exactly what I want to transmit with my label. I want to portray everything that I have learned throughout the years. At the same time, I feel very blessed to have my life partner working with me on this project. He has given me the key support to make this a reality. There have been many challenges, however, they are all part of the beauty of this project. Creating New Order-Midnight 00:00 without any investors was the greatest one as was curating step by step all the details by myself, while simultaneously managing my work in social media.
Who are your favorite designers at the moment?
I have a few in mind but I would say, Daniel Lee, Jil Sander & Christophe Lemaire, and Sarah-Linh Tran.
If you could choose three words to describe your style, what would they be?
Minimal, effortless, and chic.
Must-have pieces for the Fall/Winter season?
Oversized colored scarfs and the new Bottega Veneta SS20 bags.
What does a typical day for you look like?
Two options: 1) Office day answering emails, taking photos, or working on New Midnight 00:00 2) Taking a plane going somewhere for work.
What is your favorite thing about what you do?
Working on my creativity, getting inspired and finding new ideas, and always being surrounded by music.
Special Thanks to Nina Urgell Cloquell @ninauc
