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Photo of Amy Cuevas Schroeder, founder of The Midst, wearing a sleep mask

My morning routine is all about hydration, hydration, hydration. And SPF.

Wake-up time: 6 a.m. if I’m lucky (if my Shih Tzu-Chihuahua doesn’t wake me.)

City: Phoenix, where it’s 110 degrees in July

First thought: I try to think of things I’m grateful for, but if I’m being honest, I tend to think, “What’s my schedule today? When’s my first meeting? Am I taking my daughter to school/camp, etc.?”

Between my three glasses of water, half-caff coffee, morning meds, and showering, I didn’t realize how many products I use in the a.m. until I wrote them down. I won’t bore you with an exhaustive list — just some of my must-haves to rise and shine.

Here’s where you’ll find me on weekdays: in my home office, on Zoom, Slack, and email.
Oikos Triple Zero Vanilla Nonfat Greek Yogurt with no added sugar
I wish this stuff had healthy fat, but I love that there’s no added sugar or artificial sweeteners. The vanilla flavor disguises the bitter taste of kale in smoothies.

Oikos Triple Zero Vanilla Nonfat Greek Yogurt with no added sugar

NNABI Peri Essential 5

NNABI Peri Essential 5

I try not to eat until about 8:30 a.m. (so that I’ve fasted for 12 hours), which is hard sometimes but helps to manage my weight. A few minutes after eating a smoothie with Oikos, berries, kale, and carrots, I take two NNABI Peri Essential 5. In the morning, I do not take the CBD version. I tried that and it made me very sleepy, which is why it’s great for perimenopausal women who need help sleeping all night. The non-CBD version gives me more energy during the day.

Gobs of conditioner

Conditioning my hair is a whole thing. My hair’s gotten curlier as I’ve gotten older and I now touch up the grays at my crown, so ya know, dry hair. I try not to shampoo every day but shampooing with a color-safe shampoo does make my hair bouncier. Shampoo or not, conditioner is everything — I use two heaping handfuls.

OUAI Leave In Conditioner & Heat Protectant Spray
Ouai smells so good.

OUAI Leave In Conditioner & Heat Protectant Spray

After conditioning my hair in the shower, I apply Ouai Leave In Conditioner. It smells so good and it adds just the right amount of moisture to tame my curls, which I let air-dry. Because I live in a dry climate (and maybe because I’m in perimenopause), if I don’t use a double dose of conditioner, my hair is usually flat and fly-away.

Clinique Take the Day Off
I wear so much mascara that I usually can’t remove it all the night before. I go at it again with Take The Day Off in the morning.

Clinique Take the Day Off

When it comes to removing waterproof mascara that’s still there from the day before, the greasier the product, the better.

No. 7 Menopause Skincare Protect & Hydrate Day Cream with SPF 30

No. 7 Menopause Skincare Protect & Hydrate Day Cream with SPF 30

No. 7 had me at “co-created with menopausal women.” I slather this all over my face; the formula is a lovely creamy consistency that doesn’t cake up when you apply makeup.

Supergoop! Glow Screen Sunrise SPF 40
Glow Screen‘s not just sunscreen. It’s more like a dream cream.

Supergoop! Glow Screen Sunrise SPF 40

Supergoop makes me feel good — it’s a pretty sunscreen with a bit of color and shimmer.

Did you know? Phoenix is among the sunniest cities in the United States with an average of more than 300 sunny days per year.
Systane Complete dry eye relief eye drops
Systane makes me feel like I’m nourishing my eyeballs.

Systane Complete dry eye relief eye drops

The wiser, more experienced I get, the dryer my eyeballs become. Enter: Systane. Pairs well with my bifocal contacts.

Maybelline Great Lash Waterproof Mascara
This stuff has been around since 1971, before I was born.

Maybelline Great Lash Waterproof Mascara for my lower lashes

I’ve been using this drugstore cult fave for years. I use Great Lash for my lower lashes because the wand bristles are petite, making it easier to slightly coat my lashes instead of going super thick like I do with my upper lashes with a separate, thicker mascara. Because it’s waterproof, I’m less likely to get raccoon eye.


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Amy Cuevas Schroeder is the founder and CEO of The Midst. By day, she works full time on the Atlassian AI team. By night, she's building The Midst to empower women in their late 30s to 50s. She started her first business, Venus Zine, in her dorm room at Michigan State University, and later sold the company. She now lives in the Phoenix area, and is raising twin girls with her husband, Martin, a therapist. Between Venus and The Midst, she's worked as a content leader for Etsy, Minted, Unusual Ventures, Grow Therapy, and has written for NYLON, Pitchfork, The Startup, West Elm, and more. Subscribe to The Midst newsletter for exclusive content that you can't get on the-midst.com here on The Midst Substack.

Founder & CEO