Daily Concepts’ fearless leader, Emilio is an admitted clean freak, as well as a bath and shower expert. Where he came up with the idea for the scrubbers label indicators? The shower, naturally. Born and raised in Mexico City, Emilio joined his family business – the leading bath accessory company in Mexico – in 1993. He moved to Los Angeles in 2006, where he lives with wife Joanne, DC mascots Tala and Rocco, and, Daily Concepts’ most recent members, his daughter Terrie and beloved son Salo. Emilio’s brain works overtime in the shower, coming up with new products for Daily Concepts, or belting out the lyrics of favorite songs.