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routines:

The 12.29
sisters

samantha & dawn goldworm

In honor of VIOLET GREY’s fragrance launch, our twin scent advisers share their morning and evening routines.

Written ByJAYME CYK

SAMANTHA AND DAWN GOLDWORM / PHOTOGRAPHY BY GUEST OF GUEST / WENDY PLOGER

Dawn Goldworm may be six minutes older than her twin sister, Samantha (a fact she rarely lets Samantha forget), but when it comes to their olfactive branding business, 12.29, the two are very much in sync. Since launching in 2009, the sisters have been combining their expertise (Samantha heads up marketing and branding, while Dawn creates the aromatic vision) to design custom scents for luxury companies around the world. Fashion houses such as Rodarte, Jason Wu, and Prabal Gurung have commissioned the duo to scent the air of their runway shows, creating indelible experiences for those in attendance. “I arrived at the idea for 12.29 while writing my NYU master’s thesis on olfactive branding,” explains Dawn, who wanted to take her experience crafting fragrances for beauty, celebrity, and fashion companies to the next level. “Scent can really make an impact on how consumers emotionally engage with brands and experiences beyond the traditional skin application,” she says. “So 12.29 essentially translates a brand’s essence into a scent identity.”

Every day for the past five months, Dawn and Samantha have shared their scent savoir faire with VIOLET GREY as they helped us launch The Fragrance Edit. Below, they also share their morning and evening beauty routines. 

WAKE-UP TIME?

I wake up at 7:30, but I always hit the snooze button—I love sleeping!

FIRST ORDER OF BUSINESS

The first thing I do in the morning is kiss my fiancé and my puppy, Dakota, a two-year-old Vizsla. Then I check my schedule.

BEAUTY DU JOUR

CLEANSE: As soon as I wake up I wash my face. Once or twice a week I exfoliate—borrowing my fiancé’s Shiseido Men Deep Cleansing Scrub, which is gentle yet firm, so it’s good for my sensitive skin—and I let my face air-dry to retain extra moisture. Otherwise, I cleanse with a Pond’s wipe. Afterward, I brush my teeth with my Foreo Issa Toothbrush and Marvis Cinnamon Toothpaste.

TREAT: I have been loyal to Amore Pacific for a while because it really hydrates my skin without irritating it. In the morning I use their Moisture Bound Rejuvenating Serum, Crème, and Eye Treatment Gel, and then apply my 3Lab Perfect BB Cream SPF 40 on top.

PAINT: When it comes to my makeup, I keep it pretty minimal unless I have a big meeting or event, but I wear mascara every day. I usually layer three different ones. First, I use Lancôme Cils Booster XL, adding Oscillation to separate my lashes and Definicils for volume. I’ve been trying some new mascaras lately—this morning I used Smashbox Photo Finish Lash Primer and Chanel Inimitable. For lips, I dab on Laura Mercier Velour Lovers Lip Colour in Boudoir for a pop of color. It’s great for summer.

BATH OR SHOWER?

I like to take showers in the morning. But I wash my hair only twice a week to keep the natural oils. I use Davines Alchemic Shampoo and Conditioner to help my blond hair stay fresh. Then I blow-dry the crown of my hair (for volume purposes) and throw it up in a bun. A few hours later I take it down and I have soft curls.

WHAT DO YOU THINK WHEN YOU LOOK IN THE MIRROR?

When looking in the mirror I remind myself to meditate. I am trying to reinvigorate my practice. I also check my skin. I’ll ask myself, “Should I exfoliate my face or lips today?” or “Did I get too much sun?”

MORNING JAM

Lately my fiancé and I have been listening to Beethoven. It’s lovely. 

COFFEE, TEA, OR JUICE?

In the summer, I drink Red Thread Good Decaf Cold Brew with a touch of almond milk.

HOUR OF INSPIRATION?

I get my best ideas when I am not thinking about work. Generally, when I am meditating, working out, or doing Jivamukti yoga.

HANDBAG MUST-HAVES

I rotate between two YSL bags and a Corto Moltedo bag, depending on what I am wearing. I always have my wallet, Rosebud Salve, Apple earbuds, my iPhone, sunglasses, and a small beauty bag containing items for touch-ups (like mascara, lip pencils, and eyeliner), perfume (whatever Dawn is currently working on), and oil-blotting papers by Tatcha for summer. In an effort to start meditating again, I’m also carrying Sit Like a Buddha: A Pocket Guide to Meditationby Lodro Rinzler.

BEAUTY DU NUIT

When I have time, I take a warm bath using Nars Monoi Body Oil—it smells delicious and leaves my skin soft and delicately scented. I light a few 12.29 candles, pour a glass of whiskey, and put on some Beethoven. Afterward, I clean my skin with Bioderma Crealine H2O with Cle de Peau cotton pads. Then I use Amore Pacific Eye Gel, Serum, and Crème. I find their products incredibly moisturizing, but also very gentle. I have combination skin with rosacea, so I am very careful about what I use. Finally, once a week I also use a SK-II Facial Treatment Mask.

BEDTIME?

I try to be in bed by 11. Then I read poetry (my favorite poets are Marcel Proust and Catullus) for 15 to 30 minutes before turning off the lights. At this point in my life, to be fully rested I require eight hours of sleep, but I rarely get it.

BEDSIDE READING

I read many books at the same time, usually one book of poetry, one business book, some spiritual literature, and occasionally a novel. I am currently reading Rimbaud Complete, Einstein’s Dreams, and The Book of Disquiet.

NIGHTCAP OF NOTE

Scotch. Neat. Japanese.

EYE MASK, EYE CREAM, OR I DON’T CARE?

Always eye cream—Amore Pacific Moisture Bound. It is very hydrating, decreases puffiness, and feels so refreshing on my eyes.

SOUND MACHINE OR SOUND OF SILENCE?

I sleep to the sounds of New York City.

WHAT DO YOU DREAM ABOUT?

I dream in vivid color. My dreams are full, long, and intense. Most of the time, I dream of work, which is not so romantic. But once in awhile, I fly or travel in my dreams.

PREFERRED PAJAMAS?

I prefer Kiki de Montparnasse cotton or organic silk nightgowns—simple, soft, feminine. They have lovely cashmere for winter and cotton for summer options. 

EVENING CLUTCH ESSENTIALS

In my evening bag, I keep my pink iPhone SE, my keys on a leather Dior key chain (a gift from my sister), Rouge Louboutin Velvet Matte Lipstick, a credit card, my license, and, when I remember, a pack of gum (Trident Bubblegum). I also keep a little happy gold Buddha in my wallet; it was my father’s.

BEAUTY ICON

My grandmother and my mother have always been and continue to be my beauty icons. But at the moment, the other woman in my family, my sister, is my beauty crush. Her look is so stunning: blown-out hair with a natural curl, flawless skin, a sliver of black liquid eyeliner, and a bold lip. Perfection.

A SCENT for every
OCCASION

The sisters of 12.29 share their guidance on where to wear each perfume from VIOLET GREY’s Fragrance Edit.

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