#MomCrush Monday: Meet Marta Cros, Founder & CEO of APTO Skincare

1.) You’re a mother of two, a professional tennis player (in a previous life), and a successful entrepreneur. What tips can you share about how you manage to balance it all?

Frankly, I don’t! What helps me navigate the challenge of trying to find some balance is acknowledging that I cannot do it all, and setting priorities for that specific moment in time. For instance when we moved back to New York after more than 18 months living abroad, I allocated more time to my kids – making sure they would adjust well to the city, making them feel comfortable and safe in a new language, and so on. At some other times, I need to sacrifice family time for work engagements. The reality is though, that taking care of myself always comes last in the list. But at least, I make sure it is in the list! I will block some time in my agenda for a yoga class, a massage, coffee with a friend or dinner with my husband. Most of the time, something more urgent will come up and I will need to scratch those plans, but just writing it down creates some space for it. This part is important to me.

2.) You’ve endured your share of struggles building your business. What can you share with our readers about how you overcame these struggles and persevered on to accomplish your levels of success?

It’s been tough, yes! I left a very cushy and glossy job in luxury fashion to start a business that took years to take off. Being a tennis pro growing up helped me develop resilience and a passion for fighting until the very last ball. But also embracing my own, unique journey. Not comparing myself to what other entrepreneurs are doing, how fast their companies are growing. I’ve learned to appreciate my own speed and rhythm. And last, I try to be conscious of my privilege: the unwavering emotional and financial support from my family, the connections I’ve been able to build through attending elite institutions, and even my physical and emotional health.

3.) With a limited background in beauty, what motivated you to enter this new industry and have such a clear direction in wanting to create functional beauty products that were also clean and affordable? 

Fashion and beauty are not that different at the end of the day! But I always, always wanted to be in the beauty industry. Since I was a little girl, I loved to get lost in any little perfumery store in Barcelona and discover products, creams and potions. APTO was initially born to be used in facials performed by our sister company, The Ritualist. But then the brand took off and we realized we had to give it a soul! Besides offering good, clean formulations, what else did we value? Accessibility (all our products retail for $5 to $20); Simplicity (we only have 7 products, skin care should be easy!); and Environmental consciousness (making sure we do our best to respect Mother Earth, through packaging, processes and so on).

4.) You spend time with your family volunteering for non-profit organizations. Please share why this is so important for you and why it’s imperative to share this passion with your children as they grow?

My first volunteering experience was in Battambang, Cambodia, nearly 20 years ago. I participated in a project to provide clean water access in remote rural towns. It was a life-changing experience because it helped me believe we all can have a positive impact in the world. And so I try to allocate time to just that. Here in New York, I’ve been volunteering with NY Cares since 2008. My last project with them was leading a team that supports urban farming to make organic, fresh produce available to low-income families. I hope to instill this belief of change through small actions to my kids.

5.) What is your favorite song lyric and why?

Ophelia by The Lumineers. I could not stop listening to it while I was pregnant with my son. It brings me back to the hopefulness and sheer joy I was feeling at the time. 

Marta Cros is the founder of APTO Skincare, and a seasoned beauty entrepreneur with a strong sense of self. Growing up in Spain and moving across 10 cities in 10 years, Marta developed a natural resilience as a professional tennis player. With virtually no background in beauty but a passion to learn and determination to succeed, Cros left a cushy job in fashion to start Ritualist, an at-home facial service. The Barcelona born and raised Cros began experimenting with products and launched APTO in 2015, through a desire to create functional beauty products that were also clean, affordable and efficacious. Marta created APTO to catapult the notion that clean beauty can affect our self esteem in a positive way. Her journey hasn’t been an easy one, and her vulnerability about her struggles have been a pillar in how she leads her company. As a mother of two, her mission is to inspire younger generations through grit, perseverance and a sustainable future. 

Most recently, during the pandemic, Cros’ dedication to sustainability grew even stronger. She, like so many, was overwhelmed with options and decided to simplify the brand’s offerings from 35 products to just 7 essentials. Starting this year, the brand is now available for purchase at Target stores and Target online. Marta is currently based in Brooklyn, and in her spare time, she enjoys spending time with family and volunteering at East New York Farms.