TooD Beauty




Product development


TooD is a beauty brand at the intersection of clean, colorful, and high-performing cosmetics. They believe makeup is about joy, creativity and experimentation. Founded in 2021 by Shari Siadat, TooD was born out of Shari’s journey of reclaiming her own beauty narrative. After years of being bullied over having a unibrow, Shari spent decades trying to hide and conform to a society where she did not fit in. After becoming a mother, Shari decided to grow back her unibrow to show her daughters how to take back personal power by changing her attitude toward herself; now throwing colors and crystals on parts of her body she once tried to hide.


During the first introduction we immediately fell in love with Shari and her brand TooD. The joint-love for Iran, the progressiveness of the brand in terms of inclusivity and a clean but color full brand got the whole team very excited! Their current assortment was already great but we knew we could add our Céleste magic and take it to the next level.  


We started the development for completely new products and to re-formulate some existing products to make them suitable for world wide distribution. The first product that TooD wanted to develop was a clean mascara in black and blue in a fully sustainable packaging. Upcoming products include a lot of color, biodegradable glitter and cool formulations! 


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