Did you ever search for something you wanted to have but could not find it? Sometimes you have to create it. That is the approach Sandra Anderson Diaz took by founding Nu Evolution Cosmetics, a West Windsor-based company that produces natural and organic make-up.
“The driving force to create Nu Evolution was the belief that you can be on the cutting edge of style and look fabulous, without putting your health at risk,” says Anderson Diaz, a West Windsor resident.
Her partner, Nadine Cormier Diaz, is also her sister-in-law and has worked in the luxury fashion industry. Both Anderson Diaz and Cormier Diaz live holistically. “We wanted to use make-up that is only natural or organic so we said decided to create it,’” says Anderson Diaz. “We both have strong business backgrounds and a great skill set between us.”
Family and health considerations also came into play. Anderson Diaz’ son, Mattias, suffers from asthma. “He developed asthma when he was a year old and I became a mother on a mission alleviating everything I could get my hands on,” says Anderson Diaz. “I was commuting three days a week but it was challenging to take my son to doctors and therapists and I left my career behind.”
The women had wholesale and retail backgrounds and developed a business plan. The duo hired a graphic designer and sought vendors to work with them. “It was an uphill battle as it is not easy for two people,” says Anderson Diaz.
The product came in slowly and was photographed by a fashion photographer in New York. “We have been introducing the product at corporate events at Dow Jones and Bristol-Myers Squibb and discovered that women had no idea about ingredients in products they were using,” she says. “I also reached out to farmers’ markets but it was not the right fit.”
The products are made in the United States using only natural and some organic materials. “Artificial dyes can cause allergic reactions and artificial fragrances are problematic for some people,” says Anderson Diaz.
“Consumers have an overwhelming number of choices, and are inundated with products claiming to be all natural,” says Anderson Diaz. “The most shocking truth that we have learned on our journey is that your skin absorbs more than 60 percent of what is applied topically, whether it’s your makeup, lotion, or shampoo. This means your pores are drinking up a toxic cocktail that goes directly into your bloodstream.”
Raised in Bergen County, Anderson Diaz graduated from the University of Delaware with a bachelor’s degree in marketing with a concentration in finance. She was the sales and marketing director for Revere Data and later for the Loan Syndications and Trading Association.
She and her husband, Tino Diaz, who works in marketing with the Bank of China, moved to West Windsor in 2010. They were introduced to the town by a friend who raised his children in West Windsor. “We fell in love with it,” says Anderson Diaz.
Their daughter, Kaia, 8, is in kindergarten at Maurice Hawk School. A Mitey Mites cheerleader for Wildcats Football, she is a Girl Scout and plays lacrosse. Son Mattias is at Dutch Neck Nursery School.
The family now uses only glassware for food storage. They removed the carpeting and only use natural cleaning products. They do not use artificial ingredients and installed a water filtration system in the house. “Traditional medication was no solution for him,” she says. “He still has eczema but he is doing better than two years ago. Everything we’ve done has helped him and we are headed in the right direction.”
Nu Evolution was the beauty sponsor for several designers during New York City’s recent Fashion Week. They will showcase their makeup collection at a pop up shop at 501 Lexington Avenue from Saturday, September 13, to Friday, September 19. They are also planning a trunk show in a Hoboken boutique later this month. Visit www.nuevolutioncosmetics.com or call 917-716-5090 for information.
