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Article: #POWERPLAYER: Ami Desai

Photo of Ami Desai looking at camera
Our #CFXFAM

#POWERPLAYER: Ami Desai

Made from good-for-you ingredients and with a weightless, modern-matte finish that stays put all day, our Power Play Foundation is a true game changer.

This week we are taking to #PowerPlayer Ami Desai.  This TV host, lifestyle expert, and mom on-the-go is not only a multi-talented beauty; she is also one of our first friends and fans. 

You are a broadcast journalist turned lifestyle expert with a blog, growing social media presence, and plenty of TV gigs. What, for you personally, is the unifying force behind all of it?

Ami: I am trying to share my knowledge, expertise and passion for all things beauty, fashion, and lifestyle with like-minded women. As I build my own brand, I like that I get to decide what content I put out there and I also get to listen to and respond to the feedback and interests of my readers and followers.

As a busy professional and mom of two, what does a typical day look like for you?

Ami: Being a mom is priority number one. So, if one of the kids is sick or something related to school comes up, that will always trump anything else I have going on for the day. But generally speaking, my day starts around 6 a.m. with getting everyone ready for school and work—breakfast, packing lunches, school drop-off, etc. Then I spend my morning answering emails and getting my content posted for the day. I also try and squeeze in a workout at this time! I then shoot branded content or edit videos. I pick up the kids at 3 p.m. and take them to their many after-school activities. Once everyone is fed and in bed for the night, I tie up any loose ends for the day and try and get to bed around 11: 30 p.m. But I’m a night owl, so sometimes I will be up editing until 2 a.m.

What are you most excited about professionally right now? Any special projects in the works?

Ami: I am really excited to continue growing my brand—not just on social media, but also in even bigger ways. I have always dreamed of having my own line of beauty products. I’m now working with one of my dearest friends, who is a dermatologist, on a line that means so much to us—not only as women of color, but also as women of a certain age. As women get older or when they become mothers, they often fail to think of themselves as a priority. We want to help them get back to feeling good about themselves. It’s a really powerful thing.

What advice would you give other would-be influencers about building a personal brand?

Ami: Be authentic, be consistent, and be clear. Be authentic to your own personal voice and content. People are drawn to certain personalities because of their genuine voice—not because they sound like everyone else. Be consistent with your messaging and content. Start posting on your social platforms daily and speak with authority while doing so. And most importantly, be clear on what your message is. This was the hardest part for me, but once I figured out that I wanted to embody what I call a "modern mom influencer," a light bulb went off and I knew what direction I wanted to take my content in. Also, this has been said before, but just start! It’s hard to yourself out there, but once you have a clear message, it will be easier for you to do.

What’s your personal “uniform”—the outfit and beauty/skincare looks we’re most likely to find you in?

Ami: During the day you’ll usually find me in a relaxed top and a pair of distressed jeans with some slides. At night I love to break out my heels and some fun flirty dresses or high-waisted skinny jeans. My beauty look definitely evolves regularly, but I'm a classic neutrals gal. I love fresh skin with smoky eyes and a nude lip. I might amp it up with some lashes and gloss at night. I also firmly believe good makeup starts with good skin, so I am religious about my skincare. I mask on a weekly basis and also do at-home micro-needling.

What is your “foundation”? (Who or what keeps you grounded?)

Ami: My family, and more specifically, my husband. I've been lucky enough to have him by my side since I was 18-years-old and he just gets me on another level. More than anything he keeps me focused on the big picture and also reminds me of what is important at the end of the day—our family.

You’ve been a longtime friend and fan of CoverFX! Why are you drawn to the brand and what are some of your favorite products?

Ami: CoverFX is one of the first high-end brands to really cater to a large range of skin tones. These formulas are amazing. The Natural Finish Foundation gives off that perfect semi-matte finish (I'm shade G50), and I love mixing it with the Custom Enhancer Drops in Rose Gold for the perfect sunkissed glow.

You were among the first to try our new Power Play Foundation. Thoughts?

Ami: Power Play Foundation is perfect for that semi-matte finish with medium-to-full coverage. It covers imperfections, but still let's your natural skin breathe through. It's also buildable and seriously lasts all day. If you're on the drier side like me, you also don't need any setting powder to finish this off. My perfect match is shade G50.

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