Nina Lato: The Branding Maverick Giving Emerging Brands Their Big Break

An Exclusive Q&A with Harper’s Bazaar Philippines

When it comes to shaking up the branding game, Nina Lato (formerly Nina Vargas) knows how to make a splash. Known for her bold strategies and unconventional methods, she’s built a career helping emerging beauty brands break into the competitive US market—and thrive. In this exclusive Harper’s Bazaar Philippines Q&A, Nina talks about her love for brands that dare to be different, the lessons she’s learned in the trenches, and how she balances work, life, and a little chaos along the way.

Harper’s Bazaar PH: Nina, you’re known for doing things differently. What makes your approach so effective?

Nina: Honestly, I have to do things differently—it’s just how I’m wired. The same-old cookie-cutter strategies don’t cut it anymore, especially in the US beauty market. The truth is, being different gets noticed, and getting noticed gets results. That’s why I love giving emerging brands a shot at the big leagues. If the product is good, the founders are passionate, and they’re willing to go against the mold, they deserve the chance to make waves. Sure, saying “make a splash” sounds cliché, but it’s true!

Harper’s Bazaar PH: What do you look for in a brand before you decide to work with them?

Nina: It’s not always about money—let’s get that out of the way. For me, it’s about the quality of the product and the people behind the brand. And no, I don’t mean the consumers—I mean the founders, the team. They need to be open-minded, ready to push boundaries, and willing to create something that breaks the mold. Playing it safe doesn’t get you anywhere.

Harper’s Bazaar PH: You’ve been in the game for a while. What’s one piece of advice you swear by?

Nina: “Fck your mood. Follow the plan.” (Laughs) I read that somewhere, and it’s stuck with me ever since. It’s true! I’ve seen it all—shtty clients, shtty coworkers, shtty partners—but you can’t let their toxicity derail you. Stick to your plan and stay focused. Emotions are fleeting, but strategy is what gets you where you want to be.

Harper’s Bazaar PH: Your schedule must be hectic. How do you take care of yourself amidst it all?

Nina: Oh, let me tell you—it’s a mixed bag! My husband, who is amazing and way more patient than I deserve, can attest that I’m either the best or the worst at routines. Some days, I’m on top of it: skincare, gym, vitamins, the whole nine yards. Other days, I’m working so late I fall asleep with my makeup on. But he’s always there, making sure I’m eating right, taking care of myself, and, honestly, just keeping me grounded. I think what makes us work is that we believe in each other and push each other to be better—even if my compulsive online shopping drives him crazy. (Laughs) I’ll catch him smirking sometimes, though, because he knows those purchases usually pay off.

Harper’s Bazaar PH: What does success look like for you?

Nina: Success is helping brands, especially the underdogs, find their voice and their audience. There’s nothing more fulfilling than watching a brand you’ve nurtured go from a small player to a major contender. For me, it’s not just about flashy campaigns or big revenue numbers—it’s about creating something meaningful, something that lasts.

Harper’s Bazaar PH: What beauty tips or habits do you swear by?

Nina: Skincare first, always. Your skin doesn’t lie—it tells the story of how well you’re taking care of yourself. Invest in products that work for your skin type, and don’t skip SPF, ever. I’m also a big believer in multitasking products because, let’s be real, who has time for 12 steps every day? And makeup? Match it to your skin tone, because no one is buying that mask-look anymore.

Harper’s Bazaar PH: Lastly, what’s in your beauty bag right now?

Nina: Oh, this is a fun one. Right now, I’m obsessed with a hydrating primer that doubles as skincare, a creamy blush stick because it’s foolproof, and a setting spray that makes you look like you’ve had eight hours of sleep (even if you’ve had three). I’m also never without a good lip balm—hydration is key, always.

Nina Lato is proof that doing things differently doesn’t just work—it sets you apart. From her no-nonsense approach to branding to her love of emerging talent and quality products, Nina’s story is one of passion, resilience, and making an impact. With her unconventional methods and unwavering belief in the power of good people and good ideas, she’s changing the game for beauty brands—and for herself.

For more updates, follow Nina on Instagram at @ninabvargas or at www.ninalato.com

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