US-based beauty brand known for its clean, vegan formulas and vibrant, expressive color cosmetics.
ORIGIN
USA
PRICE TIER
contemporary
Launched in 2021 by first-generation Iranian-American Shari Siadat, TooD Beauty emerged from her personal journey of embracing features like her unibrow, for which she was bullied as a child. The brand, short for “attitude,” is built on a philosophy of joyful self-expression and radical inclusivity, aiming to dismantle conventional beauty standards. TooD encourages creativity with products designed for everyone, regardless of age, gender, or skin tone, famously stating its audience is from “3 to 93.”