Conversation With: Lydia Mondavi of 29 Cosmetics & Skincare
Bordeaux by Day Trend Set
29 cosmetics and skincare, named after Northern California’s scenic highway 29, is redefining beauty with none other than Napa’s native fruit – the grape. Lydia Mondavi, founder of 29 and wife of Robert Mondavi Jr. of the famed Napa wine dynasty, worked alongside her mother Anita Wilbanks to create a brand that transcends generations. Each product is infused with grape seed extract, a natural byproduct of the Mondavi family’s winemaking, which combats free radicals and neutralizes signs of aging in the skin. According to Mondavi, the extract is 20 times more efficient than vitamin C and 50 times more effective than vitamin E as a free-radical assailant. All 29 products have anti-aging properties in addition to offering the benefits of clearer, smoother skin by evening pigmentation and improving overall texture. We caught up with Mondavi while she was preparing the Cabernet Crush, an exclusive treatment available for a limited time each year (during wine harvest) at 29 Spa at The Mansion on Peachtree, a Rosewood Hotel.
Lydia Mondavi in her Napa Valley vineyard
NM: When did you realize the benefits of grape seed extract in terms of skincare?
LM: When I began designing and developing skincare formulas for spas and resorts around the world (approximately 15-18 years ago). I wanted to create color and skincare lines using the most potent antioxidants for the skin.
NM: What should customers expect from 29 products?
LM: They should expect results, from the best possible ingredients. We work with local growers and farmers all around the world in support of the fair trade campaign. We look for that quality ingredient, whether it’s our shea butter from Uganda or rosewood oil from Brazil, to create a complex that delivers the most beneficial results for the skin.
NM: What are the short-term and the long-term effects of 29 products?
LM: Upon first application, you will see the texture and balance of the skin change—whether it’s the Hydrating Foundation, minimizing pore size and protecting the skin, or the Serum Extract, creating instant firming and tightening. Long term, you will see less appearance and visibility of wrinkles. Our Eye Cream will reduce dark circles and puffiness will disappear. Overall, you will notice the age-protecting benefits against free radicals and environmental toxins that cause aging.
Preserves Grape Seed Exfoliating Crush and Mask $103
NM: Describe the 29 Spa experience.
LM: Yummy! It’s a 5-star luxury experience, where you can receive custom treatments that are designed in the treatment room. Our grape seed concentrate is a complex of custom blended ingredients: botanicals, amino acids, essential oils and pure grape seed. Right now, in Napa Valley, it’s wine harvest. We are harvesting our cabernet today. We will load the skins, seeds and pumice from the cabernet crush and fly it directly to the spa in Atlanta, offering guests a fresh-from-the-vine facial experience called the Cabernet Crush. This treatment is available for a limited time each year during wine harvest.
NM: How is 29 different from other cosmetics and skincare lines?
LM: It’s the only line that utilizes grape seed extract, for age protection, in every single product. Regardless if you are looking for a lipstick, mascara, foundation, cream, serum, body cream, or exfoliant, every product in infused with the grape seed age-protection formula. A key point of distinction is our grape seed extract is fresh from the vineyard.
NM: What inspires your seasonal color collections?
LM: Fashion drives our interest and excitement. Ken Downing certainly is great, with his wine inspired palette for Fall. We are also extremely inspired by Napa Valley. For example, our eye shadow palettes were inspired by a walk in the vineyards, looking at grapes and the seeds, the colors and the light in Napa Valley.
I-Block Grape Seed Age Eye Shadow Palette $39
NM: Can you suggest a product to prevent lips from being stained while drinking red wine?
LM: Yes, there are two products actually. The first one is part of our lip treatment collection and it’s a lip scrub called First Crush. This lip exfoliant removes dead skin cells off the surface and preps the lip for the moisturizing lip balm with shay butter. This treatment is like a mini facial for the lip. The second product is called Wine Blot, which is a moisturizing intense balm with SPF 20. This is fantastic to put on the lip prior to drinking red wine or for any day, whether you’re on the slopes, in the vineyards or shopping at Neiman Marcus.
Lip Therapy Collection Set $98
Reserves Moisturizing Lipstick SPF $25
29 Cosmetics and Napa Valley Film Festival will host an exclusive event October 13th from 6:00 PM - 8:00 PM at Neiman Marcus San Francisco, featuring fashion from the Rachel Zoe collection, wine tasting with Rob Mondavi, Jr. and makeup from 29 Cosmetics. RSVP to courtney@napavalleyfilmfest.org or call 888-415-2929.
To shop 29 Cosmetics, visit neimanmarcus.com or select Neiman Marcus stores.
