beauty . Interview

I Am Her: Jen Gerodias Diaz On Staying Fine, Fun And Fab

And her "quest to live an ageless life"


Our “I Am Her” series features the female movers and shakers of the industry to learn how femininity and power coincide beautifully and seamlessly together.


Is there a secret recipe for having it all? Some may argue that it cannot be done, while others may say it's possible only it will not happen all at the same time. If you're searching for the answer, Jen Gerodias Diaz, CEO of Snoe Beauty Inc., says that "work-life balance is the secret to happiness." And we're definitely following her tip. In her 40s, Jen stays fun, fit and fab — all while running a beauty brand and living life as a woman who takes charge. Ahead, we chat with Jen to learn more about how it's like to work in the competitive world of beauty and how she stays calm and happy.




Fill in the blank: I am an entrepreneur, a mom and ___________. 

A professional multi-tasker.

What made you decide to venture into the world of beauty?

My educational background is Bachelor of Fine Arts, Major in Fashion. Going into beauty came naturally since I love beautiful things and given my background in colour theory because of Art School. I am also fascinated with science and I'm one of those people who would wonder how things are made from scratch. That's why I enrolled myself to a cosmetic science course to learn about cosmetic product formulation.



What sets Snoe apart from other beauty brands?

Aside from priding ourselves for being locally made, Snoe carries a wider range of products than most local brands which includes skincare, haircare, makeup, fragrances, beauty supplements, and beauty tools. This is what sets us apart because our mission is to provide what every girl needs to be fine, fun and fab.

What’s your most favourite product from your line? The one you can’t live without.

There's not just one! But if I were to pick my favourite, it would be Stink Positive, an instant shower top-to-toe spray. I created it out of my own personal need because I wanted a product that would make me feel and smell fresh before, during and after working out without taking a shower.



What’s the best beauty advice you’ve been given?


Use SPF daily and don't worry, be happy!

What’s the best thing about working in the beauty industry? What’s the most challenging?

The best thing is that because I love what I do, the process of creating the products doesn't feel like work. I actually enjoy solving and overcoming challenges that come along with the job.



Who is your beauty icon and why?

Hmm... Can you believe I have none? I'd like to think of myself as unique.


You’re the definition of looking good while doing what you do. How do you stay empowered to make that happen every day?

I am pretty much chill. But I do believe that one has to always look good and be well dressed at all times. Not because I want to impress others but because I want to feel good and confident about myself. I also believe that work-life balance is the secret to happiness. It's giving equal importance and time for family, work, leisure and myself. That way, you don't feel guilty or unfulfilled or regretful about one aspect of your life.

Share your five closet essentials.

Black compression leggings, prints, colour, texture, and lately, chunky daddy sneakers.


What’s next for you and Snoe Beauty?

I recently launched my YouTube channel called Fine Fun Fab. It's about a 40-something woman's quest to live an ageless life. I'm also going to launch my blog soon. For Snoe, we will be upgrading the product lines, renovating our stores and expanding in more distribution channels.


Find other inspiring women here.