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Meet The Everygirl: A Q&A with the Founders

This month, we’ve teamed up with the brilliant women behind The Everygirl to give Birchbox subscribers the option to receive an “Affordable Luxuries” Birchbox. It’s filled some of their (and our) favorite products—learn more about how to get one here.

For the uninitiated, The Everygirl is a smart, stylish, and all-around useful site founded by Alaina Kaczmarski and Danielle Moss. Its mission? To give creative, career-driven ladies all sorts of valuable life advice, from how to furnish an apartment on a budget to tips on asking for a raise. We chatted with them about their personal finance philosophies, beauty regimens, and what they picked for their custom Birchbox!

How did The Everygirl come about?

Alaina: One night, over wine and cheese, Danielle and I got to talking about our work, our goals, and our big dreams. We wanted to create some sort of platform to spotlight and inspire real women. Not unhealthy images of beauty or unobtainable celebrity looks, but our friends and other real women we actually know who are doing great things.

Who is the “Everygirl”?

Danielle: The girl next door. The one who has hopes and dreams and drive and talent and intelligence, but maybe she’s having trouble getting her foot in the door because financially she couldn’t accept that unpaid internship in New York. And then we have the woman who has been in the same job for her whole life and doesn’t know how to make that switch and wants to try something new. People who want to make great things happen for themselves but need guidance and mentorship.

In addition to lifestyle inspiration, you devote a whole section to career and finance. What’s your approach to these topics?

Danielle: If you have a creative mind, things like the stock market—and this is me speaking from a personal experience—can be kind of overwhelming. So we try to break things down so they’re not intimidating, and to teach you everything from how to look at the stock market to how to budget your paycheck.

What’s your advice to women trying to make a major career change?

Alaina: Women come to our site for reassurance that it can be done. We have gotten countless emails from readers who say, “I’ve been debating quitting my job and I don’t know what steps to take and I read so and so’s interview the other day and it gave me that push that said this is possible.” We’ve had readers—even our own staff—move for their dream jobs. It’s very scary but seeing stories from women they can actually relate to is inspiring.

Ok, elevator pitch: Why should subscribers be psyched about the Everygirl Birchbox?

Alaina: Katia and Hayley were one of the first career profiles we featured, and this gave us a great opportunity to make a tangible form of what we always try to emphasize on the site—that you can have luxury and treat yourself at an affordable level. All of the full-size products of the samples are under $30.
Danielle: I’ve always been a big fan of Birchbox because I love beauty products but I’m not an expert, so the idea that I can try a product out without buying it is good.

And of course you picked out some amazing products—tell us about them!

Alaina: Benefit is one of my favorite makeup brands. Everything, from the packaging to the actual products, is fun and easy to use. The They’re Real! Push-Up Liner is long-lasting and perfect for creating a Lauren Conrad-type of cat eye. I’m also really excited to feature the Acure facial scrub, too—it’s essential for skincare and creates that at-home spa experience.
Danielle: I have really curly, frizzy hair and I have it straightened. Since ironing is so damaging, I swear by the Number 4 Prep and Protect. I use it before I apply any kind of heat to my hair and it definitely helps with breakage and split ends.

What are your other go-to products?

Danielle: I use Bobbi Brown moisturizer with SPF 25 and Trish McEvoy Beauty Balm if I don’t have time to really do the makeup thing, It’s not for a night out on the town but it evens my skin tone. I always fill my eyebrows in because they’re pretty light. I use Benefit Gimme Brow and their Brow Zings.
Alaina: The two things I put on every day are Hoola Bronzer by Benefit and this Lorac eyeliner pen, Front of the Line Pro. I have very short light colored eyelashes so eyeliner makes me look less tired. Eyeliner, bronzer, and I would say a lip gloss, just something to keep my lips moisturized.

Learn more about the Everygirl “Affordable Luxuries” Birchbox here!

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