How the Designer Behind Instagram's Most Joyful Fashion Brand Starts Her Day

What's the first thing you do when you get out of bed in the morning? A well-rounded morning routine sets the tone for the day and gets you prepped—both mentally and physically—before you dive into a packed schedule filled with emails, chores, happy hours, workouts, and more. Our series Morning Person profiles those who have mastered the art of the morning routine.

Tune in every week here and on our Instagram to learn exactly how the pros get it all done before the sun comes up, from their go-to breakfasts to their a.m. workouts.


(Image credit: Courtesy of Emma Mulholland)

Even if you haven’t heard of the Australian-born brand Holiday the Label, chances are you’ve probably seen its iconic checkered sets dominate all over your Instagram feed lately. 

Just like its name suggests, the line's playful patterns evoke a certain out-of-office aesthetic made for everyday wear. And it's no wonder that designer and founder Emma Mulholland has incorporated some of the brand's joie de vivre ethos into her own daily rituals. 

From taking her early morning ocean dip to settling in to work at her first brick-and-mortar store, keep scrolling to see how Mulholland starts her day all the way from Sydney, Australia. 

7 A.M.


(Image credit: Courtesy of Emma Mulholland)

I wake up and quickly make the bed before heading out for a walk and a swim. My routine has been quite disrupted lately because I've just opened up my first store, so I'm taking any chance I can get to get a little movement in before I head there. 


(Image credit: Courtesy of Emma Mulholland)

Before taking a quick cold dip at the beach, I make an "Aussie change room," aka using my towel to change out of my favorite Alo Yoga and Holiday the Label pieces to put on my bathing suit. 

I realize how much of a privilege it is to live so close to some of the most beautiful swimming spots in Australia and try not to take it for granted. Since it's currently winter here, the water is definitely cold but feels super fresh and rejuvenating. As a bonus, my skin also loves saltwater. 

7:40 A.M.


(Image credit: Courtesy of Emma Mulholland)

After my swim, I'll sometimes stop by the local growers' markets since they always have amazing fruits and vegetables, as well as flowers. Papaya is my favorite breakfast, so I've grabbed some of those, in addition to some tulips.

8 A.M.


(Image credit: Courtesy of Emma Mulholland)

I'm back at home for a shower to warm up. I never quite understood the difference that a good shampoo and conditioner can make on your hair until I started using Oribe's Bright Blonde line. I also like to buy the largest size possible when it comes to products I love so I can try to eliminate using up so many plastic bottles.

Afterward, I'll cleanse my face with Dermaviduals Cleansing Milk, which is perfect for my sensitive skin. The brilliant thing about Dermaviduals is that it can make bespoke products, specifically for your skin type. I've had so many products that dry my skin out before, so this simple skincare line has been a savior for me. 

I like to follow up with my favorite Dermaviduals serum mixed with Furtina Skin's Porte Per La Vitalità face and eye serum.

The second-to-last step to my skin regime is using fresh aloe vera, which is such a rich source of antioxidants and vitamins as well as an affordable and natural way to improve your skin. We have a couple of these plants growing around the apartment and at the studio, so I like to cut off a large stem and keep it in the refrigerator.


(Image credit: Courtesy of Emma Mulholland)

Finally, I'll moisturize using Dermaviduals DMS Base Cream High Classic Plus, layered with Egyptian Magic All-Purpose Cream, which is a great barrier cream, so it's perfect for the next couple of months.

8:30 A.M.


(Image credit: Courtesy of Emma Mulholland)

I'm currently fighting a cold, so I'll make a drink with Orchard St. Immune Herbal Drops and The Beauty Chef Hydration Inner Beauty Boost. It's a good combo but, unfortunately, not the best tasting one.

8:40 A.M.


(Image credit: Courtesy of Emma Mulholland)

My favorite time of the morning: breakfast and coffee. I used to be a very strict black-coffee drinker, but now I'm too in love with oat milk in my coffee to ever to give it up. I also like to have my coffee after I've eaten so it doesn't make me too buzzy, which will only result in me crashing or craving it later in the day.

8:50 A.M.


(Image credit: Courtesy of Emma Mulholland)

I had to come into the shop earlier, so we're finishing my morning from here. Now, I keep my makeup routine simple, as I'm having a good skin day, and I generally only wear foundation at night. 

I love everything from RMS Beauty since it is perfect for sensitive skin. I apply some of the RMS Beauty Oil with Glossier Stretch Concealer for the bags under my eyes.


(Image credit: Courtesy of Emma Mulholland)

I'll finish my makeup off with a little bit of Flavedo & Albedo High Glow highlighter on my cheeks and a coat of brown mascara, as it gives a more natural look—the By Terry Mascara Terrybly Growth Booster is my favorite. Now it's off to start the workday! 

Up next: How This CEO and New Mom's Mornings Set Her Up for a Productive Day


This article is provided for informational purposes only and is not intended to be used in the place of advice of your physician or other medical professionals. You should always consult with your doctor or healthcare provider first with any health-related questions.