All That Glitters is...Sustainable?: Shari Siadat & TooD Are Transforming the Green Beauty Game
Shari Siadat wears many hats as she is a first-generation Iranian, mother, surfer, author, and founder of TooD Beauty, her own innovative beauty company. TooD is one of the first vegan beauty brands, which boasts one-swipe, 100% biodegradable glitter to make all of your sparkly fantasy looks come true, without the unruly clean up.
TooD’s “BioGlitter” is made out of plant cellulose, so when it washes down drains or ends up in trash cans, it actually breaks down instead of clogging essential waterways and polluting natural ecosystems. In fact, BioGlitter can biodegrade as quickly as 28 days in a natural environment. Traditional glitter used in most brands’ products is made from microplastics and tiny shards of glass, which can take years to begin to disintegrate. With the beauty industry contributing billions of dollars’ worth of plastic waste annually, Shari decided it was time to make a change.
The underlying principle behind TooD is that beauty is for everyone. Shari Siadat believes that every individual deserves to celebrate and embrace her/his individuality, and her products help all individuals to do so. The brand name was coined when Shari decided to create a play on words, abbreviating the word “attitude” to TooD. It is her own positive attitude and perseverance that allowed her to transform her personal pain and struggles into power, propelling her to become a successful, sustainable beauty business owner.
TooD’s BioGlitter continues with the theme of equal acceptance when it comes to makeup, as each of the different jewel-toned shades are named after mystical healing crystals, symbolizing TooD’s healing of harmful beauty standards within the cosmetic industry. Each color adds an iridescent twist to any look, whether for nights out or days spent commemorating your individualistic beauty.
TooD’s BioGlitter is available in six ravishing hues, and some of TooD’s other incredible products, including cream color shadows and cosmetic applicators.
Where to Buy: https://fave.co/3wZVsP9
Article by Kayla Curtis-Evans, Contributing Sustainable Editor PhotoBook Magazine
Tearsheets by Maelle Eugene, Contributor, PhotoBook Magazine
