MY NAME IS: Dineh Mohajer.

I'M KNOWN FOR BEING:

Creator/founder of Hard Candy Cosmetics, co-founder and creative director at Smith & Cult and a lifelong beauty junkie.

I'M LAUNCHING:

Some very good goods for Smith & Cult’s spring/summer collection. I created two new Nailed Lacquer shades that I’m addicted to: The Bee Side (opaque buttery sunshine) and Subnormal (opaque cement). The Bee Side is a delicate, sunshine-y rendition of yellow, while Subnormal is the quintessential example of a punk pastel. My newest category is The Tainted Stained Lip Collection. I love stain because it reads as super natural and unfussy, but, when layered with gloss, the depth and richness of the stain really pops, lending dimension. Linger Sigh (honey + blushed) and Sweet Suite (plastic + pink) help achieve a barely-there makeup glow.

YOU CAN FIND IT:

Online and in shop at beauty heaven and my happy place, Neiman Marcus, this spring and summer.

WHAT MAKES IT SPECIAL IS:

My meticulous, self-imposed, relentless focus on all aspects of design, down to every detail of the brand: the packaging, identity, logo, shade selection, responsibly effective formulations, written diary entries, artwork, photography, website, videos, overall art direction. I believe this is why the brand resonates with our customers. What makes Smith & Cult special is the authenticity and genuine passion I pour into creating unique products that fill a void within a saturated market. I try (emphasis on try) to follow my gut on the vision for Smith & Cult and have been very fortunate that people have connected with the brand’s ethos.

ONE THING YOU CAN'T MISS IS:

I refuse to hit the edit button.

YOUR BODY WILL THANK YOU BECAUSE:

Our formulas are socially and environmentally conscious, vegan, cruelty-free, all of it. The Nailed Lacquer is 8-free (the current standard for most luxury beauty brands is 5-free). Also, our Lip Lacquer formulas are vegan, gluten-free and paraben-free.