Hot on the heels of the launch of her new Dreamy Duo Blush, the Iran-born, Dubai-based cosmetics afficionado and founder of Lyda Beauty talks morning routines, meditation and making her mark
My morning routine normally consists of... checking out Instagram and then heading to the gym for about an hour. The gym has become incredibly important to me, not only for maintaining a healthy body but primarily for achieving a clear mind. After my workout, I dive into my day by reading emails and taking care of business tasks.
I'm responsible for... pretty much everything. My days are diverse and, depending on time of the year, include everything from overseeing brand strategy and planning for an event to working on campaign content for new launches. My primary focus is on collaborating with manufacturers in Los Angeles and Korea, and I’m hands-on when it comes to product creation too.
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My typical day... is always different, and flexibility is key because I often find myself operating on other people’s timelines. As we launched Lyda Beauty in the GCC earlier this year I’m also currently spending a lot of time networking and meeting potential collaborators for the brand in the region — creating a community and interacting with new friends of the brand is something I want to maintain taking an active part in as we grow
My go-to working wardrobe consists of... basketball shorts paired with a tank top when working from home, otherwise mostly jeans, heels and a top paired with an oversized blazer.
My favourite beauty look for the 9 to 5... varies depending on the day. I might rock my Cleopatra Cat Eye Stamp paired with red lips for a bold statement, or alternatively I opt for a bronzy look using our desert sunset Twisted Stick cream eyeshadow, The Classy Duo bronzer, and our Dreamy Duo cream blush and cream highlighter, finishing it off with a nude lip for a more subtle, yet sophisticated vibe.
For lunch I eat... soups, lately. I’ve been craving every kind imaginable, even when the weather outside is scorching hot. Nothing makes me happier than a hearty lentil soup.
What I love most about my job is... two-fold. Firstly, the opportunity to meet so many interesting and incredible people. Secondly, it’s the realisation of how strong I am as a human being. Being an entrepreneur is no walk in the park and you have to prove yourself repeatedly. Resilience and the ability to step up challenges is something that is ongoing but is also extremely rewarding, when you look back and see how you managed to pull through with every challenge you can reflect there was a valuable lesson. And what I enjoy the least is... dealing with industry problems, such as supply chain disruptions, and figuring out what to do next.
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When I get home I... spend time with my husband Robijn, having dinner together. I also have an hour- long video call with my mum who lives in Switzerland, and a must in my household is watching Friends before I go to bed. I’ve watched this show at least 100 times — it’s my happy place!
I couldn’t live without... my family and friends. They greatly enrich my life and bring immense joy and happiness. I cherish my circle dearly.
When I feel stressed I... make the most of my surroundings. While living in LA, the weather allowed me to head outdoors all year round, but now in Dubai, particularly during the summer, I find relief in kickboxing or hitting the gym. Additionally, I find comfort in talking to my family and friends whenever I need to unwind.
If I wasn’t in my current position, I would... pursue something that involves humpback whales. I am absolutely obsessed with whales, so anything that would allow me to be around them in nature every day would be my dream job, be it studying their behaviour, advocating for their protection or guiding eco-tours to observe them in their natural environment. Shop Lyda Beauty here
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