With a background in consumer packaged goods, I find myself fascinated by the grocery industry. I enjoy exploring store shelves for new brands, analyzing packaging, and appreciating the effort that goes into creating a brand. So, when I had the chance to chat with DEUX CEO Sabeena Ladha, I was thrilled.
Sabeena Ladha's Energizing Morning Rituals
Growing up in Texas, Sabeena enjoyed her share of junk food, but she eventually sought a balance between indulgent treats and healthier options. Her love for cookie dough inspired her to reinvent it with nutritious ingredients and superfoods. (Gooey Brownie is a personal favorite.)
Now, with exciting products like DEUX DRIP and the delightful Donut Holes, Sabeena is expanding her brand's mission to offer better-for-you versions of beloved sweets.
Recently, we visited Sabeena in her Los Angeles home, where she opened up about her morning routines, habits that foster her success, and her skincare philosophy.
Your journey to launching DEUX—what's it been like as an entrepreneur?
In Texas, my family followed the Standard American Diet. I was active in sports, so I appeared healthy, but my diet was lacking. After my time at PepsiCo, where I thrived on brand development and managing significant projects, I felt a pull toward healthier food options. I eventually left big CPG companies, realizing I wanted to make a more meaningful impact.
My next role was with McKinsey, focusing on digital consulting during the rise of direct-to-consumer brands. This transition equipped me with strategic skills that became essential in my entrepreneurial journey.
Before founding DEUX, I worked at M13, where I created a venture studio and launched three brands, all targeting women’s health. That experience solidified my passion for startups.
Our success at DEUX is largely due to the varied experiences of both myself and my team. It hasn’t been a straightforward path, but those experiences developed skills I use daily.
I doubt any passionate entrepreneur can ever achieve true balance, and I’m not sure I want to.
Being an entrepreneur is rewarding but all-consuming. While many strive for balance, I embrace the intertwined nature of my work and life. I’ve learned to navigate the highs and lows along the way.
What does your daily routine look like?
I wake up at 6:15 (no screens!) and usually hit the gym by 7. After working out and getting ready, I'm on calls by 8:30 or 9. I spend most of my day at our awesome office shared with brands like Bala and Brightland.
If there’s no founder dinner or event, I walk my dog around 6:30 and handle emails while my husband cooks dinner around 7. (I’m so lucky!) We often unwind by watching a show together while cuddling with Pablo.
When do you wake up?
I’m naturally a night owl, but I've trained myself to become a morning person. If I skip my morning workout, I end up cranky and likely won't exercise later. I used to get by on six hours of sleep, but now I aim for eight to be a better leader and teammate.
What's your first action upon waking up?
After brushing my teeth, I grab a Celsius for my workout. I steer clear of screens first thing—it's a habit I'm working to break. I try to soak up sunlight, but it’s dark at 6 a.m.!
Which morning rituals contribute to your success?
First and foremost, avoiding screens in the morning is crucial. I once heard it compared to letting a hundred strangers into your bedroom at once, which really resonated with me. It’s overwhelming and harmful to your nervous system.
My active rituals include working out, checking my calendar to prepare for meetings, and taking my supplements: probiotics, fish oil, multivitamins, maybe some vitamin C, collagen in my coffee, and journaling when I feel the need.
What’s on your nightstand?
Just my journal and The Daily Stoic. I keep my bedroom clutter-free.
Describe your morning skincare routine.
This might sound surprising, but I skip washing my face in the morning. After struggling with cystic acne for years, I found that less is more. It may seem counterintuitive, but it truly transformed my skin.
My nighttime routine, however, is extensive. I use the Summer Fridays cleanser, alternate it with Biologique Recherche’s popular toner, and occasionally add the AlphaRet Overnight Cream. I finish with Summer Fridays’ Heavenly Sixteen All-In-One Face Oil and The Outset’s Firming Vegan Collagen Prep Serum for that glassy look before bed.
$35 at Summer Fridays Price varies at Biologique Recherche $140 at Skin Better ScienceHeavenly Sixteen All-In-One Face Oil
$55 at Summer FridaysFirming Vegan Collagen Prep Serum
$46 at The OutsetWhat do you usually wear?
If I had my way, it’d be boyfriend jeans and a white tee! But with numerous meetings, I lean towards a casual white button-down and criss-cross jeans throughout the week. My weekday style is more tailored compared to the weekends.
LMND Chiara Relaxed-Fit Cotton Button-Front Shirt
$90 (reg. $180) at Neiman MarcusAGOLDE Criss Cross Upsized Jean
$198 at Revolve
What’s your go-to getting-ready playlist?
Kaytranada. It captures that “champagne vibes while getting ready with friends” feeling without being too flashy.
How would you define your style?
Trendy, feminine, and chic.
If you had an extra hour each morning, how would you spend it?
Oh, what a dream! I’d stretch (yes, I know, sounds like an old person!) and prepare a real breakfast. Nutrition matters, and I often compromise with a protein bar.
What's your typical breakfast?
Most days, I quick grab a Think peanut butter bar. If I have time, I love egg tacos or Greek yogurt with berries and our DRIP—it’s like dessert! I need protein in the morning to stay energized.
What’s always in your fridge?
DEUX cookie dough and donuts! Seriously, my product consumption is insane. Plus salmon, fruits, veggies, and a leftover coffee.
What are a couple of things you do daily to enhance joy?
Adding moments of joy in my life means making a special effort. This could be as simple as buying fresh flowers, lighting candles, or taking a longer walk in my neighborhood.
What’s your biggest lesson in the past year?
I’ve learned to recover quickly, not just from challenges but also from exhilarating moments. Practicing stoicism helps me stay balanced through it all, making me a more resilient leader.
What are you looking forward to this year?
So much! We're set to launch our Donuts in over 1,300 stores soon. Plus, I can’t wait to spend quality time with my hardworking, positive team. It truly feels like a dream to work with them.
If you could attribute your success to one factor, what would it be?
Tenacity. I genuinely believe I can tackle any challenge.
Sentence Finishers:
I never leave home without: A snack—my fear is being hungry.
Healthiest morning habit: Working out. Or avoiding my phone.
Worst morning habit: That Celsius.
One thing I want to be known for: Creating something meaningful.
My greatest fear: Failure.
When I feel that fear: I remind myself, “you’ve overcome so much before.”
One essential trait for success: A bit of delusion.
