The Select Guest
meet | dineh mohajer
Featured 10.16-10.22.17 | When Dineh Mohajer was 21 she was courted by Prince. Yes, Prince. He was desperate to get her in one of his music videos, calling her, sending plane tickets and basically stalking the crap out of her. As a voice student at the time, it would have been a dream come true for her, but she chickened out, opting to switch course and study pre-med instead. Giving up the once in a lifetime, otherworldly opportunity was a choice that haunted her, and she vowed then to never make the same mistake twice. So she didn't. Instead she used her power to transform her vision into the tangible, first by launching the cult brand Hard Candy and then by doing it again with Smith & Cult, the boutique beauty brand that blends sophistication with punk, both trademarks of Dineh's personality. So while she might have a fear of flying and an addiction to Candy Crush, she's also one of the coolest women to hit the beauty biz and her selects are just as fab. Welcome to Dineh's week.
more about dineh
Motivated by what vaguely resembled procrastination, Dineh Mohajer created Hard Candy while completing her senior year as a pre-med biochemistry student at the University of Southern California. Having little concept of what was in store for her, she concocted her revolutionary nail lacquer formulas from her college apartment — ultimately changing the face of nail lacquer and color cosmetics worldwide. She led the nail lacquer and glitter eye revolution with her instinctive ability to create trends. Hard Candy was the perfect marriage of unprecedented formulas and Dineh’s sought-after ability to transform her vision into tangible products. The brand was an instant hit and was pursued by tastemakers, trendsetters and the most prestigious global retailers.
Shortly after embarking on her fearless and relentless journey, Dineh joined forces with Jeanne Chavez. The yin to Dineh’s yang, Jeanne was already an accomplished cosmetics veteran when they met and partnered. The duo shared a deep-rooted love for music, beauty, art and fashion. It was the combination of Dineh’s youthful, innate sense of “what’s next” with Jeanne’s strong business acumen that made Hard Candy an overwhelming success. In 1999 Hard Candy was acquired by the French luxury powerhouse, LVMH.
After Hard Candy, Dineh and Jeanne created their second child. Disney Couture discovered the brand and pursued a creative partnership. Blending subtle sophistication with their trademark punk sensibility, they continued to influence beauty as we know it. The brand was immediately snagged by Limited Brands, leading to their latest inspiration: Smith & Cult. The next evolution in beauty, Smith & Cult is an expression of our unrefined thoughts and feelings.