Diana Maciel, Creative Director at Ipsy
As a first-generation Nicaraguan-Mexican-American, Diana Maciel worked her way from Teen People intern to Creative Director at Ipsy and Boxy Charm — a dream job she was destined to have, despite her mother’s initial reluctance.
“I definitely had to endure many conversations with her pleading with me to find job security at the Postal Service or another government job,” says the mother of two, adding: “I fully understood her worry and it made sense because she had no reference point to careers in creative. Honestly, I didn’t either. I just knew in my heart that I had witnessed other people — mostly white folks — getting paid to be creative, and so I kept at it like the stubborn person I am.”
Keep reading to learn more about this mujer de magia, from her career trajectory to her relationship with imposter syndrome, below.
Grace Gavilanes: Tell us about your work at Ipsy. How did you get to where you are?
Diana Maciel: I am currently the Creative Director for Ipsy and Boxy Charm, our beauty subscription brands at BFA Industries (Beauty For All Industries). I manage all of the brand creative: graphics, editorial, photo, and video. I have amazing teams full of incredible creatives that help bring my vision to life.
I’ve been a working creative for almost 23 years. I started as a graphic designer and worked my way up to art director, and eventually creative director. I owe a lot of my career trajectory to a few key moments in my life. The first was a job I had in college as a salesperson at a very upscale boutique in San Francisco. There, I learned a lot about fashion, styling, and aesthetics in general. The second was an internship through my college at Teen People magazine in NYC, where I was on the fashion team. I learned so much about photo shoots and it helped normalize set life for me. That internship turned into a job working as a styling assistant, and I consider it a pivotal moment in my life.
GG: Was the decision to pursue a creative career something you had to fight for and prove to your Latinx family?
DM: I thankfully didn’t have to fight for it. As a first-born, first-generation daughter, I was pretty brave and very vocal, and I think my poor mother knew I was gonna do whatever I set my mind to. I definitely had to endure many conversations with her pleading with me to find job security at the Postal Service or another government job. I fully understood her worry and it made sense because she had no reference point to careers in creative. Honestly, I didn’t either. I just knew in my heart that I had witnessed other people — mostly white folks — getting paid to be creative, and so I kept at it like the stubborn person I am. My mother’s worry for me was perhaps even a driving force for me to succeed, to make her proud, and to break barriers.
GG: What would you say is your proudest accomplishment?
DM: Besides my two children, my proudest accomplishment is still unfolding. I’ve had many projects I’m proud of, but I’m hoping that I’ll look back when I’m older and say that my proudest accomplishment was that I helped people achieve their own goals, find opportunities, and learn from me. All of my hard work would be meaningless to me if I didn’t share my resources and knowledge with others. Sending the elevator back down is my biggest goal!
““Being Latina is definitely my superpower. It’s such a complex identity and I’m so grateful that I get a lifetime of unpacking it, examining it, and redefining it.””
GG: What does being Latina mean to you?
DM: Being Latina is definitely my superpower. It’s such a complex identity and I’m so grateful that I get a lifetime of unpacking it, examining it, and redefining it. My culture has brought so much color, history, and language to my experience as a human, that I honestly can’t imagine life any other way. Even the sometimes painful parts of being Latina have made me stronger. I’m so damn proud to be Latina.
GG: How do you stay connected to your culture/community?
DM: My immediate family is my strongest connection. Conversations keep the culture alive. Listening to my mother tell her story and being curious about our history helps deepen the connection. I also think it helps deepen my pride, which leads to a more broad community connection. I try to help the Latinx community at large as much as I can. My family has a tradition of helping the community through the arts — my father is a founding member of The Mission Cultural Center in SF — and also through charitable acts, like food drives. I consider my career mentorship to young women a part of my community service.
GG: Imposter syndrome is a real thing in our community. How do you combat those feelings?
DM: It is so real! It’s something you have to keep reminding yourself is an imagined thing. You have to actively fight that voice in your head. It also means you have to sometimes give into it and literally fake it ‘til you make it. Drum up the courage to step out of your comfort zone and do the task at hand. If you have given your best effort, then you have done all you can. Also I promise you, it starts to fade away. After you log many hours in your craft, it starts to dissipate. It’s a combination of age, experience, and confidence that cures it. At this point, I miss some of those feelings! I enjoy being a little scared, excited, and challenged in my work. It’s a signal that I’m still growing and learning.
GG: What do you wish people knew about you that isn't apparent from a quick scan of your Instagram?
DM: That I’m probably just like you — a vulnerable human moving through life. I have good and bad days. Also that I’m very open to helping in any way! Reach out with questions! Let’s make the platform good for something besides sharing bien cute pics.
GG: Which Latinx content creators are you currently obsessed with and why?
DM: I really get inspired by @thaliagochez and her visual approach to community representation. The women of @belladonala and how they have articulated their experience so well into a lifestyle brand. @venusx for how unapologetic she is — she reminds me of how multi-dimensional the Latinx experience is and it’s so inspiring. And finally all of the young creators at @lasfotosproject. This program is so critical and special, and it’s home to the next generation of Latinx creators. I am so inspired and in awe of what they’re creating and revealing about our culture!
