Beauty Boss: Emme Diane Burg, Founder of Emme Diane, Created Her Skincare Line to Treat Acne, Premature Aging, and Other Common Issues
Emme Diane Burg. [Photo credit: Jennifer Perkins]
Our latest Beauty Boss is Emme Diane Burg, an esthetician and Founder of Emme Diane—a skincare line that offers a holistic approach to treating a variety of common skin issues including acne, sun damage, melasma, and premature aging. Burg discovered that the majority of skincare lines on the market were making many of her clients’ skincare issues worse, which led her to research and formulate a line of products that would transform skin.
Emme Diane offers free online skincare consultations to provide customers with a personalized skincare routine that produces lasting results. With more than 20 years of experience in the industry, Burg is dedicated to being a dedicated partner in her clients’ skin health journeys, and combines her expertise with personalized care and passion to help them achieve their desired results.
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Burg also offers advanced skincare treatments at her studio in Scottsdale, Arizona where clients receive customized facials that focus on their specific issues and skincare needs. In addition to facials, she also offers dermaplaning, LED light therapy, cryotherapy, microchanneling, and other cutting-edge services.
We chatted with Burg who shared her favorite beauty and wellness tips, secrets for success, best advice, and much more.
When was Emme Diane founded and what does the name mean?
Emme Diane was founded in 2012. Emme was a nickname I was given by friends when I was young and Diane is my middle name. I actually had another name for my business when I started it, but when we filed a trademark for the name, someone had already taken it. I wasn’t sure what to do at that point, so I asked some friends in marketing what they thought, and they told me my name was very catchy and marketable. Although I resisted some at first since it felt pretentious to me to have my name as the brand, it grew on me and I am so glad I followed their advice!
What inspired the creation of the brand?
After learning how comedogenic ingredients are the biggest saboteurs when it comes to clearing acne, and realizing they are found in most products on the market–even those that claim to be non-comedogenic or are marketed to clear acne–I felt really out of integrity with the recommendations I could give my clients. I knew these products wouldn’t work and understood why, but I couldn’t find an option that would. So, I decided to do it myself! I started formulatingone product at a time as I had the money to invest, and today, we have a full range of truly acne-safe and effective products.
Where are your products sold?
Currently, we sell directly to clients via our online store. But if you are lucky enough to live in Arizona, you can also stop by and see us at our studio in North Scottsdale to get your hands on some products!
Emme Diane products offer a holistic approach to treating a variety of common skin issues.
Does Emme Diane have a hero product?
I would say our Clarifying Serum. It was my first ever product and, aside from a few adjustments to the formula over the years, it continues to be a cornerstone of our brand. It features a really unique mandelic acid and niacinamide formula in an alcohol-free base, so it is great for all skin types. I like to think of it as my “triple threat” product because it addresses the root cause of acne, increases cellular rejuvenation, and brightens the skin!
What are your favorite products from your line?
That would be like picking your favorite child! It’s so hard to choose since all our products work synergistically to produce the results our clients have come to expect. But, some of my favorites are:
Pure Protection Tinted SPF: This is a lightly tinted physical sunscreen that has a luminous, sheer finish. It’s formulated with hydrating ceramides and antioxidants, so it acts like skincare while providing SPF protection!
Pro-Retinol Serum: This is a corrective retinol with a boost of skin-firming peptides that I formulated to fill a much-needed gap in the market—a retinol that is safe for all skin types, including those that are acne-prone!
Barrier Balance Cream: This is one of our newer products that instantly became a fan favorite and for good reason! It’s an antioxidant-rich formula that utilizes the power of adaptogenic chaga mushrooms to restore and maintain a healthy moisture barrier, all without feeling heavy or greasy.
Future plans for the brand?
I’m always caught off-guard by this question because I never anticipated the brand to become what it is today. I truly just wanted to create solutions for the clients I saw in my treatment room, not build a skincare empire. But over the years, things just kind of happened and I’ve been able to help people all over the world.
Continuing to help clients feel confident in their skin will always be my number one priority, but I’m only one person. I would love to expand our reach through educational initiatives geared towards estheticians. I want to share everything I’ve learned over the years, from product formulation to the outside factors like diet and lifestyle that make such a dramatic impact on the skin. My goal is that by empowering other estheticians with this knowledge, they can in turn educate and empower their own clients.
Free online skincare consultations are available to provide customers with a personalized skincare routine that produces lasting results.
Who inspires you?
Jamie Kern Lima, co-founder of IT Cosmetics, instantly comes to mind for me. Her journey from a struggling waitress to building a billion-dollar beauty brand is a testament to her perseverance, vision, and authenticity. Despite facing so many rejections and challenges, Jamie remained steadfast in her belief in her product and herself. She revolutionized the beauty industry by championing inclusivity and redefining standards of beauty, emphasizing the importance of embracing one's natural self.
Jamie's story inspires me to pursue my dreams relentlessly, stay true to my values, and use my success to empower others. Her dedication to philanthropy and giving back, particularly through her support for various causes and mentorship programs, resonates with my own aspirations of making a meaningful impact on society. In every aspect, Jamie exemplifies the power of resilience, authenticity, and purpose-driven leadership, motivating me to strive for greatness and contribute positively to the world.
Secret to success?
It really comes down to the same reason I founded the business: staying true to my core values and never compromising on integrity. From day one, my goal was to create solutions that truly work for my clients, and that mission remains at the heart of everything we do today.
With more than two decades of experience as an esthetician, I’ve seen so many trends come and go. And while it can be tempting to jump on the bandwagon, my focus has always been on developing quality, effective formulas rather than capitalizing on the latest social media wave.
It hasn't always been easy, but this unwavering commitment has paid off. Our products genuinely work, which is why we have an 85% retention rate and even some clients who have been with us for over a decade! By maintaining a clear focus on my goals and refusing to settle for anything less, I’ve been able to create a meaningful, lasting impact and achieve my goals while staying true to who I am.
Beauty secrets?
Prioritizing sleep! Seriously, getting a good night's rest is my beauty secret for keeping my skin looking radiant and feeling amazing. When I prioritize getting 7 to 9 hours of beauty sleep, I wake up with a glowing complexion and fewer dark circles or puffiness. It's like our skin's magical transformation time!
When we sleep, our body boosts blood flow to the skin, which helps repair damage from UV exposure and reduce the appearance of wrinkles. Plus, sleep promotes the production of collagen, which keeps our skin firm and smooth. A good night’s sleep also helps me feel refreshed and reduces stress, which is another major win for my skin. Lower stress means fewer breakouts and a healthier, more vibrant look overall.
Various sets are also available for purchase with travel-size products and some of the brand’s best-sellers.
Wellness tips?
I always start my day with a glass of warm lemon water. It’s like a refreshing wake-up call that hydrates me, helps flush out toxins, and gives my immune system a little vitamin C boost.
Then I spend a little “me” time before I get my day going which generally includes meditation or priming and moving my body daily. I love EMS training to build muscle and am a devout Tracy Anderson Method follower, which helps me keep my body flexible and strong.
Most days, I also drink a big glass of celery juice. Packed with nutrients and antioxidants, celery juice helps reduce inflammation, improves digestion, and keeps me feeling energized. Plus, it’s great for detoxifying the liver and keeping my system running smoothly.
And I love my infrared sauna sessions, which I try to do 3 to 4 times a week. There’s nothing like a good sweat to detoxify and relax. It’s one of my favorite ways to unwind and feel rejuvenated.
Best advice?
One of the best pieces of advice I’ve ever received is inspired by Tony Robbins: "Everything is a gift." Embracing this mindset has transformed the way I approach life’s challenges and opportunities. Instead of seeing obstacles as setbacks, I view them as valuable lessons that help me grow and become stronger.
When things don’t go as planned, I remind myself that there’s always something to learn or gain from the experience. This perspective not only helps me stay positive, but also empowers me to make the most out of every situation. By seeing everything as a gift, I can appreciate the journey, stay resilient, and continue moving forward with a sense of gratitude and purpose.
Favorite way to relax?
It depends on my mood! Sometimes I break out my journal to get all my thoughts on paper, which is especially helpful if I am stressed out or feeling uncertain. Other times, I like to read as a nice escape or as a way to dive into a topic I want to learn more about. But there are definitely times that also call for my guilty pleasure shows like “The Real Housewives!”
For more information about Emme Diane, visit the website and follow on Instagram: @emmediane
[Images courtesy of Emme Diane]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk