Natural Beauty

Lisa Hoffman isn't one to toot her own horn. But the petite owner of Lisa Hoffman Beauty, an L.A.-based company that specializes in high-end beauty products that feel and smell delicious, is one of the industry's most lauded newcomers.

Though she's only been in business four years, Hoffman's already been nominated for a Fifi Award (the beauty industry's Oscars) and was called "Newcomer of the year" by Women's Wear Daily.

And sitting down with the petite beauty tycoon, who's hitched to Dustin Hoffman, you get the sense that her company is more than a passion — it's an extension of who she is. "When it comes to aging, I think we should change," noted Hoffman. "I love natural ingredients, but at the same time, I love that I can take advantage of what my grandma couldn't. Hopefully I can age a pinch more gracefully, more slowly."

Hoffman, who also believes in growing a business slowly, will make a major leap into the mainstream this month when she debuts a fragrance duo on the QVC channel/website on May 7. Hosted by personality Kym Douglas (Hoffman shies away from public appearances), the segment will feature Madagascar Orchid pulse-point perfumes — formulated for both day and night.

On the eve of her QVC adventure, we asked Hoffman — a lifelong Angelino — to talk skincare and share a few of her favorite L.A. things:

PRETTY POTIONS: The Madagascar Orchid fragrance duo will go on sale (only in a leather pouch) on May 7 on QVC.

Style Section L.A.: Why did you start the company?

Lisa Hoffman: In all my years of traveling, I have learned so much about beauty rituals from around the world. I wanted to create high performance products incorporating the best of these cultures that are both sophisticated and simple to use.

What do you see women doing all the time, in terms of skincare, that drives you crazy?

I love to see natural beauty. When women embrace their age and have a radiant, healthy glow, this is so much more beautiful to me than when someone chases youth by having extreme procedures. I’m not against women having procedures, but the elegance of a mature woman who takes care of her skin inspires confidence.

What, personally, is your most indispensable skincare product?

Definitely my Vitamin A & C Serum. I call it liquid gold. From the way it feels when you apply it to the instant smooth texture it gives the skin, I absolutely wouldn’t want to be without it. [There's also] the Spa Facial Lip Moisturizer. I could never quite find a product that adequately addressed moisture retention on the lips. Either they didn’t penetrate well or I didn’t really see any improvement.

OLD SCHOOL: The front door of Il Ristorante di Giorgio Baldi.

Switching gears, what is your favorite L.A. restaurant?

Il Ristorante di Giorgio Baldi. From the time the restaurant opened, my family’s been almost every Sunday night. Looking back through family albums, my husband and I have watched our children change from children to young adults, sitting at the same table and sharing the same polenta and bruschetta.

What's your favorite-ever hotel?

The Ritz Hotel in Paris. To me, this hotel exemplifies the glamour and romance of Paris. It is so luxurious with such a rich history, I really feel transported to another time, another world.

SUITE LIFE: A room at the Ritz hotel in Paris.

Where do you like to shop for clothes in L.A.?

I love Bottega Veneta and Prada in Beverly Hills for special pieces. For more casual clothes, I really enjoy shopping in Brentwood Gardens and the Country Mart in Malibu, they are both outdoors and have some of my favorite stores.

What perfume do you personally wear?

I truly love my Variations Pulse Point Perfume Oils. I have five fragrances, and developed each with Variations, so the essence could be translated into a morning, daytime, evening and bedtime version of the fragrance — making it wearable for any time of day...I could never choose one as a favorite….that would be like asking me to choose my favorite child.

Name your #1 indispensable makeup item.

Touché Eclat by YSL. It’s easy to apply and covers my “signs of fatigue” without looking like I’m wearing makeup.

TAKING COVER: YSL's Touché Eclat.

Your favorite electronic gadget?