1. What’s your earliest memory of “beauty”?
I remember so distinctly to do a winged liner and put on eyeshadow when I was 16 and was working for a wedding planner. The eyeshadow was NARS Orgasm so it was pretty hilarious at the time discussing that with my mother! But it was such a pivotal moment and me really learning the craft of make up an understanding and appreciating the quality of the products.
2. What inspired you to launch your brand?
My long-standing history in fashion and beauty having launched my eponymous clothing label, global publication Coveteur, award-winning creative agency Métier Creative really all led me to this journey.
But most importantly my grandmother Sidia passing away in early Covid really inspired me to start the brand. She was the ultimate matriarch; taught me everything I know about self-care always passing down advice on how to care for myself better. She was always preaching me to moisturize and hydrate and really nourish.
Personally, I have never found a hand cream that I didn’t throw out. They were all too greasy and yucky and balmy. Based on this, my vision was to create the world’s best hand serum that was not greasy, but softening and smoothing. I dreamed of creating products that have clean efficacious ingredients and married fine fragrance seamlessly. Our clean luxe candles and body care exist at this perfect axis – all simultaneously looking stunning on your vanity and in your bag.
3. How have your personal values shaped your brand?
This brand is such a personal project to me given my grandmother is a blueprint. She taught me so much about nurturing family, Friends and really making a house a home.
Our tagline is Come Home to Yourself – really championing the fact that even though we want to take care of the world around us we have to remember to take even better care of ourselves. This is something my grandmother always preached.
"My personal values rely on making people feel comfortable, so they can be their most authentic selves."
4. What was your greatest hope for your business when you started out?
Building community. One of the main reasons I’ve built businesses over the years is to connect with others in order to grow and learn together. Whether that’s my team, the village around me, or the incredible robust community of people who have followed all of my projects thus far. I can’t tell you how many DM conversations have happened between me and some of our fans. It’s one of my favourite parts running this business.
On a broader scale, my grandmother was the holocaust survivor and passed away too early at 79 from her battle with stomach cancer. My dream is to put her name in lights and really celebrate the power of the matriarchs we all have our lives.
5. What has been the biggest challenge you’ve faced as an entrepreneur?
I can’t lie I find it very challenging in this day and age to run to businesses and be a mom to two beautiful children. You are constantly in the middle of different priorities, juggling what seems to be impossible hills to climb, and sometimes it can be hard to stay grounded and rooted back to yourself.
6. What makes your brand different?
SIDIA is bringing a fresh perspective to the clean beauty world. Our branding and products really evoke emotion through our moody sexy vibe, packaging, imagery, in a sea of very same aesthetic type beauty brands.
Most fragrance companies start with fine fragrance/perfume. We flip the switch on its head starting with candles and body care and eventually moving to fine fragrance, really allow in the community help us decide which is the scent they love the most before we go for the highest honour yet which is fine fragrance. The reason people love our products is because we are serving a subset of people who want gentle exfoliation and non-greasy hydration. We put a huge emphasis on design and ease of use through our componentry; you will find airless pumps, spray bottles, flip caps; this is a no jar zone. Everything is meant to be easy and effortless.
7. How has beauty evolved since you started, and where do you see it heading?
Of course TikTok has changed the entire game; now it’s all about the next hit. But truthfully just because your favourite TikToker say a product is good does not mean it’s good for you or your skin. I believe it’s gonna be more important than ever to be creating true innovation, points of difference in packaging, formulas, branding, aesthetic to cut through the noise and service this extremely now discerning customer.
8. What advice would you give to aspiring beauty entrepreneurs looking to create their own brand?
You need to know your who what where why and how: What differentiates you in the market, where the white space is, and how you are going to break through the noise. That said, you can’t get too wrapped up in all of it because if you do you may never actually start. It’s never going to be perfect but you just need to start building.
The number one piece of advice I was given for my grandmother Sidia is to trust your gut and believe in your intuition to guide you.
9. How do you navigate the complex relationship between beauty and self-esteem?
The complex question: We live in a societ that champions youth-obsessed culture. One of the ways I’ve tried to combat this is by taking advice from my grandmother and mother; just accept ageing gracefully. I am so happy for people that want to make changes and get enhancements, but for me personally I find I am most at peace knowing that I am my true self that is going to age gracefully without the help of any Botox, fillers, or surgeries.
This is also one of the reasons I started this brand, what is the try to work at feeling better about my body especially as someone who has given birth twice. We are also hard on ourselves, and I think taking the time to use luxe, beautifully crafted, best-in-class body care products in a sensorial experience in my bathroom really provides me with comfort and the permission to go a bit easier on myself!
10. What’s a line you love besides your own?
I die for Dr. Loretta, Fara Homidi makeup, Theraface, and Victoria Beckham Beauty.
11. What is your most essential self-care ritual?
SIDIA Body Serum + body gua sha routine, body brushing. Face gua sha! I never miss it!
12. What’s something Canadians in particular need to consider when it comes to skincare?
SIDIA Hand Serum! An essential!
13. What excites you most about the future of beauty?
Innovation, community building, creating space for the next crop of GOATS!
