{"id":28949,"date":"2021-07-09T18:46:37","date_gmt":"2021-07-09T18:46:37","guid":{"rendered":"https:\/\/graziamagazine.com\/us\/?post_type=articles&p=28949"},"modified":"2021-07-09T22:02:59","modified_gmt":"2021-07-09T22:02:59","slug":"changing-the-face-of-beauty-tood-shari-siadat","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/us\/articles\/changing-the-face-of-beauty-tood-shari-siadat\/","title":{"rendered":"How TooD Founder Shari Siadat is Changing The Face Of Beauty"},"content":{"rendered":"
<\/div>\n
\"How
Courtesy of TooD<\/figcaption><\/figure>\n

For TooD beauty<\/a> founder and longtime Amagansett resident Shari Siadat<\/a>, feeling different was always a part of her identity.<\/p>\n

Growing up an Iranian-American, Siadat was aware of her \u201cotherness\u201d from a young age thanks to her dark skin and facial hair. \u201cEveryone was homogenous, blonde-haired and blue-eyed,\u201d recalls Siadat. \u201cI first noticed how different I was when I was about five or six years old when I started to get teased about my skin and unibrow.\u201d Unable to process her feelings of shame, Siadat whose Persian name, \u201cSharareh,\u201d means \u201csingle spark of fire\u201d doubled down on fitting in.<\/p>\n

\u201cI tweezed my brows for the first time in 8th grade,\u201d says Siadat. \u201cI took out 100 hairs and thought \u2018I\u2019m human.\u2019\u201d Siadat\u2019s transformation didn\u2019t end with her unibrow. \u201cI got lasered, waxed, went on diets. I started bleaching my arm hair,\u201d she recalls. \u201cI was always striving to be a \u2018better\u2019 version of myself.\u201d After studying at NYU\u2019s Stern School of Business, Siadat worked in pharmaceuticals and met her then-husband, who perfectly fit into her new narrative. They had three daughters, within four years. \u201cI wanted to whitewash everything,\u201d she says of that time. Siadat left the workforce to focus on being a mom. Working as a philanthropist, she found herself thrown into the NYC social scene. \u201cThis just perpetuated my insecurities,\u201d says Siadat. \u201cI spent the next four years working out, going to events, getting my hair and makeup done, and basically reinventing myself every single night. My upkeep and reinforcing Eurocentric beauty norms became so important to me.\u201d \u201cBut it was a fake confidence,\u201d says Siadat \u201cbecause I was consumed with hiding my unibrow.\u201d<\/p>\n

\"How
Courtesy of TooD<\/figcaption><\/figure>\n

After the birth of her third child, Siadat decided that enough was enough. \u201cHaving my third daughter was very transformational and when I really started to think \u2018what does Shari want?\u2019 for the first time. My third daughter really resembled me, with darker skin and a unibrow,\u201d she explains, \u201cand I thought, \u2018She is so beautiful. Why can\u2019t I see my own beauty?\u2019 I knew I had a choice to be a guide for my daughters, and it was now or never. \u201dMentally drained from years of living a false life, Siadat stopped tweezing her brows in September 2017. Her unibrow grew back in within six weeks; the Instagram account @myfiercebrow<\/a> followed.<\/p>\n

<\/div>\n

She recalls, \u201cFriends commented that I was a different person and my unibrow growth became news; it was all over the internet and I was signed as a model. \u201dSiadat leaned into her newfound platform, joining the board of the American Ballet Theater as co-chair of diversity and pitching a children\u2019s book about a unibrow. While the book project is on hold, it gave Siadat the idea for TooD Beauty. \u201cI was a lifelong user of makeup and a lifelong sufferer of shame. That\u2019s how Tood was born,\u201d says Siadat. Non-toxic and gender-neutral, TooD was conceptualized and created out East during the COVID-19 lockdown.<\/p>\n

\"Changing
Courtesy of TooD<\/figcaption><\/figure>\n

 <\/p>\n

\u201cIn summer 2019, I went to a lab in Long Island with the concept,\u201d she explains. \u201cWe created eight shades of glitter and ten shades of cream, which debuted at my 40th birthday party in February 2020, and then COVID hit.\u201d Determined to push forward, Siadat packaged the products in her Amagansett kitchen and did launch events over Zoom. The line now includes color creams, soap brows, and makeup remover that actually removes makeup. Now TooD has released the world\u2019s first one-swipe biodegradable glitter in six shades made from eucalyptus cellulose, safe for the environment and the ocean. \u201cAs a surfer who cares deeply about nature, it was important to me that the product would be non-toxic and do no damage to ocean life,\u201d she says. The brand\u2019s Paintbrush, to help with glitter application, is also available now.<\/p>\n

\"Changing
Courtesy of TooD<\/figcaption><\/figure>\n

As for TooD\u2019s mission, Siadat will continue to amplify voices that are rarely heard and show faces that aren\u2019t often seen.\u201c TooD is short for \u2018attitude\u2019 and about knowing that at any time, we can change who we are and how we see things,\u201d she explains. \u201cWe are taught that lipstick goes on lips, blush goes on cheeks, but if I want to wear lipstick on the nape of my neck or glitter between my toes, I will.\u201d toodbeauty.com<\/strong><\/a><\/p>\n","protected":false},"author":28100,"featured_media":29133,"template":"","format":"standard","categories":[30,38,16],"yoast_head":"\nHow TooD founder Shari Siadat is changing the face of beauty<\/title>\n<meta name=\"description\" content=\"How TooD founder Shari Siadat is changing the face of beauty with her non-toxic, gender-neutral makeup line.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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