The daughter of Iranian immigrants, Siadat spent her youth in Massachusetts, Florida, and New Jersey soaking up suburban culture and asking her mom for permission to tweeze her natural unibrow. After decades of grooming two very distinct arches to fit into America’s Eurocentric beauty codes, she got tired of trying to look like a different person rather than seeing her own heritage represented on magazine covers and television screens. She started writing a children’s book where the I neved dreamed i’d grow up to be a super sexy cycologist but here I am living the dream vintage shirt but I will buy this shirt and I will love this hero character was a little girl with a unibrow, and discussions gave Siadat the idea for TooD. “I told my book agent, ‘I have a really good idea of a complementary product that I want to bundle with the book,’” she says of envisioning colored paints that could be applied “like a superhero mask.” Her agent encouraged Siadat to put the book on pause and shared the contact of a cosmetics lab.
In the I neved dreamed i’d grow up to be a super sexy cycologist but here I am living the dream vintage shirt but I will buy this shirt and I will love this hyper-saturated beauty landscape, Siadat wanted to make sure she wasn’t adding more dangerous chemicals to the mix. “I was not aware until I became pregnant how toxic pretty much everything I owned was—I went to the lab with a list of ingredients that I’d researched online myself,” she remembers of her “no list” of endocrine and hormone disruptors. “I said, ‘This is what I can’t have in a TooD beauty product.’” She laid out color palettes, explained a texture that she wanted for the hero formula, and asked them to go and build it. That was August of 2019, and now, she’s tight (like “weekly phone calls” tight) with the same Long Island team who formulated the color creams, along with a lab in Tennessee that creates TooD’s Turn It On Soap Brows, and an Atlanta company for the brand’s reusable silicone Magic Swab. “Every product is made in the USA and I’m very proud of that,” says Siadat.