This weeks BOSS series features one of my all time beauty hero’s, Dineh Mohajer. She’s the original founder of Hard Candy, back when they had that chic rectangular packaging with a plastic ring on top (I used to wear them on my pinky) and introduced pastel nail polish into the industry. I used to shop them Urban Outfitters in high school and will never forget seeing Alicia Silverstone on the David Letterman show (scroll to 4min 28seconds) rocking her Sky Blue polish and being obsessed!!! Since selling the company she re-entered the nail polish industry starting another iconic nail polish brand Smith & Cult, which has legendary packaging and art direction and has grown it to a full makeup line featuring lips, eyes and face. She is wildly creative (follow her @dinehm and @smithandcultmy), my spirit animal, and can’t be more excited for her to be sharing her awesomeness and advice with us in this weeks BOSS series.
- How do you describe yourself?
I think my friends would describe me as kind, passionate, cuckoo for cocoa puffs, loving, warm, guilt-ridden, ADHD, germaphobic, neurotic-ish, silly, funny, fun, having good skin, obsessive-compulsive…my husband would use seven words: Doc, Grumpy, Happy, Sleepy, Dopey, Bashful, Sneezy.
- After you sold Hard Candy, what made you want to jump back into nail polish? And then years later expand into a full makeup line?
I never returned because I never really left. After Hard Candy was acquired by LVMH, my partner from Hard Candy, Jeanne Chavez, and I created, developed and sold another baby, called Goldie, to the Limited Brands. Smith & Cult was just another step in a natural progression for me.
- How has the industry changed since you launched Hard Candy vs Smith & Cult. What resources make your life easier/harder?
Some aspects have remained identical at the core. The underlying motivation to feel happier, healthier and prettier is still intact. The joy of discovery, experimentation and success regarding product, packaging, imaging, education and branding has also remained the same. Our technological advancement has changed the manner in which we do all this, in some ways for the better and in some ways for the worse. For me, technology has allowed me to better articulate my creative vision more quickly and fluidly.