Tell us a little about yourself?
My name is Ruthie Friedlander. I began my career working in house at fashion brands (CHANEL, The Row), before I switched gears and became an editor (Elle.com, InStyle). In 2019, I launched by own agency, At Large, to help brands tell their stories – through social media, marketing strategies, campaigns, and more. I also co-run a non-profit organization called The Chain, which works with women in image-driven industries who are struggling with eating disorders. I don’t wear much makeup, but I’m obsessed with skincare and always on the hunt for the newest trick or tool. I love coffee, Law & Order, and live in New York City with my husband, Steven, and 2-year-old, Tallulah Gene.
What’s a gift you’ve received — tangible or not — that changed something for you?
Someone I work with gifted me Mindful Affirmation cards, specifically with the theme of Financial Abundance. I pull one card every week, and it helps set the tone for my business mindset that week. It’s been a really wonderful way to reframe the business side of work.
— Ruthie Friedlander—
The work you do gives support, advocacy, and voice. How has that shaped the way you think about generosity?
Ruthie: "My grandfather always told me, “It’s never wrong to do the right thing,” and I’ve tried very much to live my life by that phrase – always taking the next right step, choosing the “kind” choice…My work with The Chain is very much led by that motto, as well. Once I went through eating disorder recovery, it was a very natural thing for me to want to pay my lived experience of treatment forward by co-creating a community. What I've learned through creating The Chain is that there’s no gesture too small. Making someone feel seen is one of the greatest gifts you can give someone. And ironically, it costs no money. "
The skin never lies. What’s one thing yours has told you recently that you didn’t want to hear?
Ruthie: "To slow down. I’m not very good at taking time for myself. I always think there’s more work to be done, more time I could be devoting to my daughter or my family. But this takes a toll, and for me, not taking the time to do the simple things (cleansing, moisturizing…) adds up. It’s so important to find time for the little things that make a big difference. "
Q: If you could gift just one Danucera product to every woman in New York, which would it be and what personality trait would it fix first?
Ruthie: That’s a tough question! But if I had to choose one, it would be the Hand Cream. To me, there is nothing more elegant than always having a hand cream on. Especially when it’s colder out, New York can be brutal. You go from harsh cold to dry, overheated subways and apartments. Keeping my hands well moisturized is a must for my nails and cuticles, too. I think it’s such a necessary indulgence to pull out a hand cream at midday and give yourself a 2-minute hand massage.
Q: If someone showed up empty-handed to a holiday dinner… what Danucera product would instantly redeem them?
Ruthie: Not to sound like a diva, but I think the redeemer would have to be a bundle – a little bit of everything. I love Danucera’s Body Ritual because it gives you a taste of the best of the body treatments. I’d be truly forgiving if that were exchanged.”
Q: Is there a holiday tradition that makes you feel grounded in the true meaning of the season?
Ruthie: Lighting the menorah with my entire family.
Q: Finish this sentence:
“In 2025, I want my skin to look like ___ and my life to feel like ___.”
Ruthie: L(I think you mean 2026, but)... In 2025 (or 6 lol), I want my skin to look radiant and my life to feel edited.
