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.


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 Beauty wanted to develop was a clean mascara in black and blue in a fully sustainable packaging. Fun fact, the blue mascara won an Allure Beauty Award in 2023! Key pillars in the development strategy are high performing formulations with the most sustainable packaging for the product. 
Upcoming products include lots of color and biodegradable glitter! 


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