Meet Marquita

Before launching Routine and Reason, Marquita worked in finance and founded Gusto and Co, a modern beauty retailer built around the idea that everyday care could hold more meaning. Its selection brought thoughtful products into daily routines while making room for a deeper connection to self and season.

Routine and Reason grew from that foundation. Its focus extends beyond beauty to the practices, tools and ideas that shape ordinary life. Through curated wellness goods and astrology-based guidance, Marquita encourages people to create routines that reflect what matters to them and leave room for joy.