Enter 45: Madeleine Cohen
Danucera Diaries
Q: Tell us a little about yourself.
Madeleine: I'm the founder of Nelle Atelier, a premium petite denim brand for women 5'4" and under. I'm 5'1" myself, and I started the company because I could never find jeans that actually fit without a trip to the tailor. Before this I spent almost a decade in consumer brands, at Estée Lauder, then Casper through its IPO, then Bala. I live in New York, but I spend a lot of time on the road in LA, Watermill, NY and France.
I have really sensitive skin, and [Cerabalm] is the only cleanser I can use twice a day without turning red.
- Madeleine Cohen -
Q: As a young founder, what continues to motivate you on the days when building a business feels particularly challenging?
Madeleine: Honestly, the problem itself. Petite sizing has been an afterthought in fashion forever, and every time a customer tells me a pair of our jeans is the first thing that's fit her properly in years, that's the reminder of why I started this. The hard days are still hard. But the problem hasn't gotten less real, so neither has the motivation.
Q: Looking back at the early days of the brand, what has been the most rewarding part of seeing your vision come to life?
Madeleine: Watching something that started as a personal frustration turn into a business with real customers who feel seen by it. We grew past $1M in revenue organically and a huge chunk of that was word of mouth from women who'd been underserved by fashion for years. That validation, before we'd spent a dollar on paid marketing, is still the thing I'm proudest of.
Q: The idea of the "French girl aesthetic" is often associated with effortless confidence and timeless simplicity. How do you translate that philosophy into your designs?
Madeleine: For me it's less about a mood board and more about restraint. Good denim shouldn't need explaining. We use Italian and Turkish denim, cut specifically for a shorter frame, and the goal is always a piece that looks intentional without being fussy. The confidence part comes from fit and we never do anything TOO trendy. When your clothes actually fit, you stop thinking about them, and that's when you look effortless.
Q: The French have mastered the art of looking polished without appearing overly done. Whether it's getting dressed or caring for your skin, what does "effortless" mean to you personally?
Madeleine: Effortless doesn't mean unconsidered. It means the work happens ahead of time, in the fit, the fabric, the skincare, so that in the moment you're not thinking about any of it. I'd rather spend the effort upfront than perform it all day. For me, it's always been about really elevated basics with a touch of something uniquely yours. Right now, I am obsessed with this bandana print sun hat I picked up in Saint Tropez.
Q: What is the one Danucera product that never leaves your travel bag, regardless of the destination or your state of mind?
Madeleine: The Cerabalm, without question. I have really sensitive skin, and it's the only cleanser I can use twice a day without turning red and needing to hide indoors until it calms down. When something works that reliably, you don't leave home without it.
Q: August in the South of France sounds like a dream. What keeps drawing you back. Where can we find you on a perfect summer day, and which Danucera product would be in your bag?
Madeleine: I'm half French, and I've spent August here my whole life, it's less a trip than a rhythm I return to every year. Lately we've been based in Provence. A perfect day is the markets in the morning, tennis if it's not too hot, then wandering the little towns for inspiration. And without fail, Cream Supreme after a day in the sun. There's nothing better than slathering it on once your skin has had enough heat for the day.
Q: Travel often forces us to simplify our routines. Has Danucera changed the way you approach skincare when you're on the go?
Madeleine: Completely, I love these products enough that I needed them in travel size. My whole routine while I'm away has narrowed down to three: Cerabalm, the Mega Serum, and Cream Supreme. It's proof that a routine doesn't need to be complicated to work, it just needs to be the right products.
Q: As summer comes to an end, which skincare ritual or habit are you most committed to carrying with you into fall?
Madeleine: Exfoliating, honestly. I've been putting it off all summer because I love being tan and don't want to mess with that. But come September, it's time to take it seriously again.