Cameron Diaz has had plenty of opportunities to put her name on something. Throughout her decades as one of Hollywood’s brightest stars, she has always refused to attach her name to or endorse any brand. But things changed four years ago.
Diaz is the co-founder of Avaline, an organic and vegan-friendly wine brand she launched with Katherine Power in 2020. (Power founded both cosmetics brand Merit Beauty and skincare brand Versed.) Diaz and Power were friends and often bonded over a glass of wine. And chat. But one night they realized something.
“One day we asked what was in the bottle,” Diaz said. “I turned the bottle over and there was no label, no list of ingredients.” Duo won’t consume anything else if they don’t know what it’s made of. So why ignore the ingredients that go into every sip of wine?
The two accidentally discovered that transparency about the ingredients and additives in Sauvignon Blanc, Syrah, Cabernet and other adult beverages has proven destructive to the wine industry. But it took some convincing. Even in Los Angeles, the “wellness mecca,” Power says people roll their eyes when asked about what’s in wine and whether it’s natural or organic. Power recalled: “They were so arrogant and said it was all organic and just grapes,” he recalled. “But we knew the results of the research.”
The wine industry is incredibly old-fashioned, she said, so it took a global effort from both women. “We knocked on doors of old world wine families trying to convince them to work with these two girls from Hollywood,” Power said.
Their efforts have paid off, as Avaline offers a variety of red, white, sparkling and rosé wines and is frequently ranked as one of the best-selling wine brands in the United States.
“This industry is really making a comeback, but it’s an old-fashioned industry,” Power added.
Diaz took a break from acting after several years. She’s set to return in the Netflix action comedy alongside Jamie Foxx. activity again.
“It felt like something I had to do to get my life back,” Diaz said of her break. “It’s really like this: What are you passionate about? For me, it was about creating a family.
A friend told Diaz about an image that impressed him. A, the jellyfish has to suck itself in to move forward.
“I always thought that if I didn’t come into myself, I couldn’t move forward and I couldn’t channel all my energy into the power to move forward,” she said. “So once you figure it out for yourself and put in the time, how much time it will take you to do it and that will show up on your timeline. It’s yours. If you do that, you’ll find your way to your next passion.”
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