Balancing Motherhood and Entrepreneurship: Emily DiDonato’s Journey with Covey and Parenting

Insights from a Model-Turned-Entrepreneur on Building a Brand While Expecting

The Simple Skincare Solution: Covey’s Philosophy

Essential Products for Busy Moms: Emily’s Favorites

Navigating the Chaos: Tips for Balancing Work and Family Life

Must-Have Snacks and Parenting Gear: Emily’s Top Picks

Emily DiDonato: Juggling Motherhood and Brand Building

New York, NY — For many entrepreneurs, launching a brand can feel akin to welcoming a new baby into the world. The nerves, sleepless nights, and endless planning are just the beginning. Now, imagine doing all that while actually pregnant. This was the reality for Emily DiDonato, a renowned model-turned-content creator, who found herself navigating both motherhood and entrepreneurship simultaneously.

DiDonato, known for her collaborations with iconic brands like Maybelline and Chanel, launched her skincare line, Covey, in early 2021. Just a week before the launch, she discovered she was expecting her first child. “It was hectic,” she admitted during the “Mom Edit” panel at the recent Shop TODAY Stages event.

Reflecting on the brand’s inception, DiDonato shared, “When we came up with the concept for Covey, it was during the height of the Korean beauty trend, where everyone was doing 10 to 12-step routines. We thought, ‘This is just not realistic,’ especially as women, and even more so after having kids.” Her brand focuses on a simple three-step skincare routine, designed for busy lifestyles.

As she juggled her pregnancy and the brand launch, DiDonato remarked, “I’m still processing it, honestly.” Despite the challenges, Covey has expanded its product line while maintaining its commitment to high-quality, effective formulas.

During the panel, DiDonato emphasized the transformative impact of motherhood on her approach to work. “Being a mom forces you to prioritize in the most intense way possible,” she explained. “It has allowed me to be more cutthroat about how I spend my time—whether it’s work, activities, or people.”

After the panel, DiDonato sat down for an exclusive interview for our ongoing Shopping Diaries series, revealing some of her favorite products that help her balance her busy life.

Shopping Diaries: Emily DiDonato

Skincare Must-Have:
DiDonato’s favorite product from Covey is the First of All Cleanser. “That was my baby,” she said, explaining that it took 18 iterations to perfect. The cleanser effectively removes makeup, SPF, and dirt without stripping the skin, making it ideal for busy moms.

Dry Scalp Essential:
For her dry scalp, DiDonato swears by Nizoral Anti-Dandruff Shampoo. “I’ve tried so many products, but this one actually works,” she shared, noting its effectiveness in combating dryness and flakiness.

Drugstore Hair Care Find:
DiDonato recommends Pantene Pro-V Daily Moisture Renewal Conditioner for its deep hydration properties. “It’s my go-to for keeping my hair healthy,” she said.

Small Business Beauty Favorite:
She also loves a revitalizing hair oil from a small business called May11, which she claims helps restore and moisturize her hair overnight.

Morning Essential:
To kickstart her day, DiDonato wakes up 30 minutes before her kids to enjoy some quiet time. “I wash my face, do my skincare, brush my teeth, have my coffee, and journal,” she explained. Journaling has become a structured practice for her, focusing on gratitude, affirmations, and daily goals.

Snack Staple:
When it comes to snacks, DiDonato keeps Siete Gluten-Free Chocolate Chip Cookies stocked at home. “They’re my number one,” she said, highlighting their delicious flavors and health-conscious ingredients.

Game-Changing Parenting Find:
Lastly, DiDonato raves about her Bugaboo Donkey 5 Mono stroller, especially after the birth of her second child. “It’s an epic stroller,” she said, praising its versatility for growing families.

As DiDonato continues to navigate the challenges of motherhood and entrepreneurship, her journey serves as an inspiring reminder of the resilience and adaptability required in both realms. With a focus on simplicity and quality, she is not only building a brand but also setting a powerful example for other aspiring entrepreneurs and mothers alike.