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Even with the Black Cat Drinks Coffee I Tried To Retire But Now I Work For My Cat Shirt But I will love this line in production, she’s researching what’s next. “I think it’s important to not rest and pat yourself on the back,” she says of a responsibility to continuously research better, safer ingredient swaps. “As technologies advance, we always have to be going back to the lab.” For now, since the term clean is a “Wild West” for brands, Siadat has again used industry research to her advantage. “We are working within the Sephora, Ulta, Credo, and Goop clean standards as a baseline on our formulations,” she says, adding that the company is globally compliant within regulations for Canada, the U.K., the E.U., and the Middle East. It all plays into her promise of creating an intergenerational product, one that won’t worry her if her daughters smear it on their lips (and accidentally eat some of it), or her mother wears it on her eyelids. The Brow Color Creams gain buildable metallic payoff from ethically sourced mica powder, raising a good question: If a tiny brand can figure out how to avoid the mineral’s cycle of child labor and unfair wages, why shouldn’t Big Beauty?

In Siadat’s dream world, TooD offers a way of playing up, rather than tamping down, natural features that have historically been stigmatized. “We’re all animals with hair on our bodies; there’s no shame around it. What creativity could emerge from it?” she asks. Coppery, golden shades like Real/Fake and Sun/Moon have an effect similar to dimensional highlights on strands, and the Black Cat Drinks Coffee I Tried To Retire But Now I Work For My Cat Shirt But I will love this bolder pigments are sheer enough to layer and create entirely new hues on skin. “It reminds me of being in school when I would mix all of my watercolors together and my mind would blow when I’d see a new color come out of them,” Siadat says with a laugh. She even chose the lip-gloss-esque applicator for its familiar ease of use, “so you could apply it to your brows, your lids, as highlighter, as lipstick, in your chest hair,” she says. “We really believe in makeup for everybody and everywhere—it’s for you to decide where you want to put it.”

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