52. How Bullying and Shame Built a Business on a Mission: Sharareh (Shari) Siadat
March 29, 2023 | interview by Nada Jones
TooD is a beauty brand born out of Sharareh Siadat’s journey of reclaiming her beauty narrative. After years of being bullied over having a unibrow, she spent decades trying to hide and conform to a society she believed she did not fit into. After having her third daughter, Sharareh decided to grow her unibrow back. She wanted to show her daughters how to regain their power. She not only changed her attitude toward herself, but she also decided to celebrate her uniqueness.
At the intersection of clean, colorful, and high-performing cosmetics, TooD products are non-toxic, and so is the brand’s mindset. Sharareh believes makeup is about joy, creativity, and experimentation. She is passionate about removing shame and insecurity around beauty. She even gives customers a way to highlight and celebrate their uniqueness to express how they feel vs. what they should look like.
In this episode, Nada sits down with Sharareh to discuss how her journey of reclaiming her voice, body, and 100 hairs led her to TooD. She opens up about her struggles with perfectionism and how she had to set boundaries to slow the growth of the business for her family as well as her mental and physical health. Sharareh’s passion and desire to help others liberate themselves is contagious and may lead you to add some glitter to your own “unibrow” (whatever that may be for you).
Listen on Apple Podcast | Spotify | Stitcher | Google Podcast | Or right here!
Be sure to check out Tood’s website. Sharareh recommends adding, Many Lives, Many Masters by Stephen Weiss, The Mastery of Love Book by Don Miguel Ruiz, and ABRACADABRA Rx: Remedies for Life by Malorie Barbaria to your bookshelf. Follow on Instagram: @sharisiadat, @toodbeauty
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