Convictions from the Super Humans we admire the most.

 

Sahar Rohani, born and raised in Laguna Beach in an Iranian-American family, studied Computational Neuroscience at USC, where she met her two co-founders and launched SOSHE Beauty. Inspired by her mom’s '90s makeup collection, Sahar grew up using those iconic products to highlight her Persian features—and discovered how powerful and personal beauty could be. But over time, she struggled to find makeup that truly worked for her: high-impact formulas, flattering shades, and skin-friendly ingredients. That’s what sparked the launch of SOSHE Beauty in 2022—thoughtful makeup made to feel good, look good, and work with you.

Sahar lives in Los Angeles and when she’s not working on your next favorite makeup product, she loves to spend her time outdoors, cooking new recipes, or being with her family and friends.

We use the phrase "think outside of the jar" rather than "think outside the box." What does this phrase mean to you?
To me, the jar is the beauty industry—same packaging, same materials, same dispensing systems, same formulas, same testing methods, same shade benchmarks we’ve seen for the last 50 years. That’s the jar. It’s the system we’ve all been told to work within. But it’s outdated. It’s limiting. So when I hear 'think outside the jar,' I hear: challenge everything. Build a new jar—one that actually reflects today, not half a century ago.

What is your most marked characteristic?
Generous. I love being there for my people in a real way, whether it’s my team, friends, or our incredible SOSHE community.

I’ve always wanted to
Build a team—and not just any team, but one that feels proud, fulfilled, and excited to show up every day.

What is your greatest extravagance?
Definitely denim. I believe in investing in things that last—and nothing lasts like a well-made pair of jeans.

What is it that you most dislike?
Skincare on planes.

What song would you want played as you enter every room for the rest of your life?
This Must be the Place by the Talking Heads

Thriller or comedy?
Thriller.

Describe your medicine cabinet (a verbal shelfie):
It’s equal parts SOSHE makeup lab samples, drugstore to salon hair products, and of course my Exponent lineup. Minimalist packaging, maximum effect.

I am FULL OF Caffeine! I'm FREE OF limits.

How do you define success in your journey as a founder of SOSHE Beauty?

Someone once told me that the success of a brand is only as strong as the success of its team—and that stuck with me. If my team feels fulfilled, inspired, and ready to kick down every door in our way, then I know we’re building something real. That energy is a success to me.

 

What personal values do you believe are most important in the clean beauty movement?

Transparency and intentionality. Clean beauty isn't just about removing ingredients—it’s about building something better, on purpose. It means being honest about what’s in your products and why it’s there. It’s about holding ourselves to higher standards—because we should all expect more from our makeup.

 

What is one common misconception about clean beauty that you wish more people understood?

That it’s not as effective. I can’t tell you how many best-selling makeup products are fully clean—but you’d never know it from their marketing (or lack thereof). People still assume “clean” means compromising performance, when in reality, some of the hardest-hitting formulas out there are clean, just not advertised as such.

 

Can you share a pivotal moment when you realized that your work was making a difference in people's lives?

In 2024, my stepmom was diagnosed with breast cancer. During chemotherapy, my products were some of the only ones she could use—they were free of parabens and phthalates, and more importantly, gentle enough not to irritate her skin or eyes. That was a moment where everything connected. Beauty can be more than feel-good—it can be safe, healing, and deeply personal.

 

What role does self-care play in your daily routine, and how do you incorporate it into your brand's philosophy?

I’m a big believer in the power of how we talk to ourselves. Your body is your vessel—it carries you through life, and working with it to keep it healthy is a form of love. Self-care is when I get to acknowledge that. Whether it’s an everything shower, dry brushing, red light therapy, or just taking a few extra minutes for lymphatic drainage—it grounds me.

At SOSHE, we design products that honor that same energy. It’s not just about how it looks—it’s about how it feels. Your routine should be intentional. You're the artist. Your face is the canvas. Take your time. Enjoy the process.

 

How do you stay inspired and creative amidst the fast-paced nature of the beauty industry? What is your favorite way to unwind after a long day of work?

I’ve always seen trends as a winding road. If you stay true to your path, they’ll eventually circle back to you. We’ve never been interested in chasing virality—only interested in listening. Our community is really inspiring. Their stories, their wants, their curiosity about what we could create together—that’s what keeps us going.

To unwind, I cook. Trying a new recipe forces me to be fully present, it pulls me out of work mode. It’s like a reset button for my brain.