Jacquelyn DeJesu is the founder and CEO of DEEJAYZOO, a female-focused design and innovation company. Her first product launch, flagship brand and team’s current focus is SHHHOWERCAP, a fashion-forward reinvention of the shower cap that has been optimized for both form and function. As an advertising creative, Jacquelyn spent more than a decade building brands at some of the world’s top agencies (BBDO, Saatchi & Saatchi, Co: Collective, 360i, HUGE). She has lead the creative work on accounts across a range of categories such as YouTube/Google, VICE, Altoids, 5Gum, Orbit, Midol, Cheerios, Miller Lite, Olay and Clinique.

Throughout her career, Jacquelyn has been driven to create disruptive ideas by finding power in simplicity and a beautiful execution. In 2013, she channeled this same passion and set out on a mission to create a shower cap that wouldn’t feel like a sacrifice of aesthetics or functionality. After more than a year of meticulous development, SHHHOWERCAP was born, and in less than two short years, her patented invention has grown into a multimillion dollar company.

The unparalleled growth of SHHHOWERCAP has been fueled by the power of thoughtful design in both the brand and the product itself. She has been featured in VOGUE, FastCompany, The New York Times, FORBES, Co: Design, PSFK, Byrdie, Allure, Wired, Nylon, InStyle, Self, Martha Stewart Living, ELLE, Refinery29 and more.

So what does a beauty brand founder with her finger on the pulse of beauty trends use in her daily routine? Let’s find out in our latest#MyCleanBeautyShelf.

My beauty philosophy is…

Feeling great as your most authentic self. When you feel good, you look good. Mind, body, skincare, haircare, polish, and soul.

First thing in the morning, I…

Try not to check my phone, drink a glass of water with a couple drops of lemon juice and spend some time flooded in natural sunlight to plan for my day.

My morning skincare routine

Clinique face wash (loyal since high school) and Augustinus Bader “The Cream”—it’s a game-changer.

My morning haircare routine

My SHHHOWERCAP of course! In a print that fits my mood and vibe for that day. Once I’m out of the shower I touchup with Oribe Dry Texturizing Spray, SACHAJUAN Intensive Hair Oil or Hairstory’s New Wash Dressed Up—depending on what my hair needs for finishing.

My morning makeup routine

KNC Beauty eye mask, NARS concealer under my eyes, Glossier Skin Tint, NARS Laguna bronzer, NARS Orgasm blush, and Glossier Lash Slick, all with Hourglass brushes, in that order.

My favorite beauty tip

Never under estimate the power of water! Hydration from the inside out is the best and most sustainable beauty tip.

Want more beauty tips? Follow all things beauty and get more tricks from our #MyCleanBeautyShelf.