Erin Kleinberg, founder of SIDIA and CEO and owner of Métier Creative

my morning routine

A Serial Entrepreneur Starts the Day with Cuddling and a Beautiful Scent

Erin Kleinberg |

founder of SIDIA and CEO and owner of Métier Creative

Self-proclaimed “world’s biggest morning person” Erin Kleinberg makes her a.m. time count. The Toronto-based founder of the cozy clothing brand SIDIA, cofounder of The Coveteur, and CEO and owner of the award-winning advertising and branding agency Métier Creative uses her mornings to ground herself for the rest of the day. “I know when I’m most efficient and when I’m lazy, and I play into that strategically,” she says. “I keep the time before 9 a.m. the opposite of frantic.”

Once she’s off to the races, Kleinberg refreshes herself throughout the day by switching up the kind of work she’s doing. “I live for being on set, staying creative, and working collaboratively IRL, so taking breaks for calls or doing quick meetups throughout the day helps keep me energized,” she says.

6:30 a.m.: I wake up early, thanks to my two human alarm clocks—my kids, Parker and Ford. We all hang in my bed together for a cuddle and watch something while I check my calendar and answer a few texts and emails. One of my favorite memories from growing up is of my brother and I congregating in my parents’ room on rainy afternoons. It was a place of family, sanctuary, and peace, and I love building that feeling into our day.

7:15 a.m.: My alone time in my bathroom oasis is my self-care moment. I find the ritual of cleansing, caring for my skin and body, and being alone with my thoughts is critical to setting up my day.

erin kleinberg's bathroom

I’m a big scent person and feel like it impacts my mood and energy. I love to light this candle to set a bit of a mood while I shower and get ready.

I’m always testing different products—scents, body wash, skin- and hair-care—because many of Métier’s clients are in the beauty space. My shower looks like an apothecary! Right now I’m in love with the Sangre de Fruta body wash and Crown Affair hair oil. My mom just bought me one of those scalp massagers—I use it to lather my shampoo.

  1. Sangre de Fruta Garden of Earthly Delights Body Wash goop, $48
    Sangre de Fruta Garden of Earthly Delights Body Wash goop, $48
  2. Crown Affair The Set goop, $220
    Crown Affair The Set goop, $220
  3. goop pick
    Manta Manta Hairbrush goop, $30
    Manta Manta Hairbrush goop, $30

I step into my soft, luxe SIDIA caftan as I get out of the shower. For skin care, I wear my plush SIDIA Cloud Nine headband—the soft velour grips my head, but it’s easy on those pesky postpartum baby hairs (it looks chic, too). I splash cold water on my face first and then cleanse, exfoliate, and apply serum and moisturizer.

Erin Kleinberg

The process of exfoliation and regeneration is everything in my routine, and I love the GOOPGLOW exfoliator. Anytime I use it, makeup glides on more smoothly, and it leaves a glowy, luminous effect.

  1. goop picks

I’ve become addicted to the goop face oil—I press it into my skin before I finish my routine with my secret weapon: a gua sha and ice-roll massage. The daily massage helps with lymphatic drainage and depuffing, and it makes me feel better after my TMJ from the night before. I’m obsessed.

  1. goop Beauty GOOPGENES All-in-One Super Nutrient Face Oil, goop, $98/$89 with subscription
    goop Beauty GOOPGENES All-in-One Super Nutrient Face Oil goop, $98/$89 with subscription
  2. Wildling Facial Gua Sha Empress Collction, goop, $129
    Wildling Facial Gua Sha Empress Collection goop, $129

Through the past year and a half of Zoom meetings, I’ve nailed the five-minute makeup look. First I use my goop lip balm to nourish and hydrate; then I put wash of color on my lids, layer on mascara, and fill in my brows with Saie Brow Butter.

  1. goop Beauty GOOPGENES Clean Nourishing Lip Balm, goop, $20
    goop Beauty GOOPGENES Clean Nourishing Lip Balm goop, $20
  2. ILIA Limitless Lash Mascara, goop, $28
    ILIA Limitless Lash Mascara goop, $28
  3. Saie Brow Butter, goop, $18
    Saie Brow Butter goop, $18

Next I clean up redness and undereye bags with Kosas concealer and add some sun-kissed cheeks with Westman Atelier’s blush stick. I top off the look with a creamy highlighter that’s more glowy than shimmery.

  1. Kosas Revealer Super Creamy + Brightening Concealer and Daytime Eye Cream, goop, $28
    Kosas Revealer Super Creamy + Brightening Concealer and Daytime Eye Cream goop, $28
  2. Westman Atelier Baby Cheeks Blush Stick in Petal, goop, $48
    Westman Atelier Baby Cheeks Blush Stick goop, $48
  3. goop pick
    Westman Atelier Lit Up Highlight Stick in Lit, goop, $48
    Westman Atelier Lit Up Highlight Stick in Lit goop, $48

7:30 a.m.: I do five minutes of breathwork from Erika Posinelli. The practice allows me be calmer throughout the day of running my start-up, SIDIA, and my creative agency, Métier Creative. It’s one of the only routines that I’ve kept up with for months on end. It helps me set the stage for the day and helps me remain way more calm and less anxiety-driven.

7:40 a.m.: Mornings when I’m on track with time, I love to make my signature healthy pancakes, which are super simple—just egg whites, oats, a dash of cinnamon, and a few dark chocolate chips for some sweet flavor. Otherwise I make my favorite smoothie (kale, spinach, banana, apple, fresh mint, and chia and hemp seeds) or an egg white scramble with fresh peas, crumbled feta cheese, finely cut chives, and my secret ingredient: Jennifer Fisher salt.

  1. Jennifer Fisher Kitchen Universal Salt, goop, $12
    Jennifer Fisher Kitchen Universal Salt goop, $12

8:15 a.m.: I take a solo walk through the ravine in my neighborhood. Nature, fresh air, and walking fuels me in magical ways. It’s so simple, but it does wonders for my mind, heart, body, and soul. During the walk, I listen to podcasts, like Having It All and Other Lies by Sara Riff, How I Built This, and 33 Voices. Or I call my best friend, Jenna Wise, for a catch-up.

9:10 a.m.: The work madness begins!