Clean Beauty Brand Founder Emily Rudman on the Enduring Appeal of the Upper East Side

View the full issue. By David Graver The founder of high design, clean beauty brand Emilie Heathe , Emily Rudman grew up on the Upper East Side. It was here that she first questioned established beauty standards and reflected on what it means to be an adopted Korean American. With her first professional role as a stylist, Rudman utilized makeup as an outlet for creative expression—before stepping into the various roles at international brands like MAC, AVON and Bobbi Brown. Can you tell us a little bit about your personal history with the Upper East Side? I grew up on the Upper East Side since I was a baby. I was adopted from Korea and brought over when I was four months old. My father was raised in Brooklyn and my mother is originally from Greenwich, CT. I lived there pretty much full time until I graduated from college. My mother and sister and her family still live on the Upper East Side. Will you tell us a bit about your personal path to entrepreneurship and owning your own beauty brand? My father was a business owner and my mother was the head of her department when she worked as an Assistant District Attorney. I think seeing this work ethic and leadership as a kid gave me the entrepreneurial bug. From the time I was little, I was always into art and comic books, but I traded in pencils for makeup brushes as I got older and my sister got me into makeup. I always knew since I was young that I wanted to create my own beauty brand, but it was only when I got older—and now having two daughters of my own—that it became more important to not only create amazing products that truly performed, but also a brand that was implicitly diverse and also sustainable, responsible and made with integrity.   Why do you think the Upper East Side continues to find young residents? I think, like my sister and other friends I know, many people who were raised on the Upper East Side find themselves back there when they are older and especially when they have kids of their own. I also think the area has changed quite a bit since I was a kid. There are a lot more trendy stores, hotels and restaurants. Do you have personal recommendations? There are so many new places, but there are also some great staples that have been there since I was a kid. E.A.T. hands down is an Upper East Side institution. The original location on 80th Street as well as E.A.T. Gifts store next door is one of my favorites for unique giftables and amazing prepared food and some of the best bread on this planet. Many of the top NYC restaurants buy their bread from E.A.T.—you can see their trucks early in the mornings. Any of Eli Zabar’s are amazing. There are so many to suggest but I also really love Butterfield Market, William Poll, Lobel’s, Ladur.e and Lady M. For shopping, I like LoveShackFancy, Zitomer, Madison Apothecary, Ralph Lauren, L’Agence, Spring Flowers, Alison Lou, Tanya Taylor, Selima Optique and so much more. What makes it quintessentially New York City? What makes it a distinct enclave? The Upper East Side is its own microcosm, like many areas and neighborhoods in New York. Fifth Avenue on the Upper East Side is adjacent to Central Park and one of the most beautiful locations. The residences there are quite different than on the west side of Central Park, for instance. Madison Avenue is again a distinct residential area flanked by some of the most renowned hotels such as The Carlyle and The Mark and high-end boutiques such as the Hermès flagship. Park Avenue is such a unique avenue in New York! It is only residential–no commercial fronts! It’s also a two-way street with a large center divider that is lit up for special occasions and the holidays. From the quiet streets of Park Avenue, you then have the bustling and busy commercial and residential avenues of Lexington, 3rd and 2nd Avenues filled with stores, delis, bagel shops and pizza places, mom and pop shops as well as national chains. Aside from the real estate, the people of the Upper East Side make it quintessentially New York.