Sahar Rohani is the creative genius behind SOSHE Beauty and the CEO of a clean-beauty brand that is actively changing the way we think about sustainable makeup. Via refillable packaging, scientifically-backed ingredients, and complete honesty, she is leading the beauty industry into the future. There is simply no doubt that consumers want these changes. According to a recent research report, the global clean beauty market size is expected to reach $35.30 billion by 2033, growing at a massive 16.8% CAGR from 2026, reflecting a permanent consumer shift toward safety and eco-conscious formulation (Source: Grand View Research).
So, let’s take a look at a frank discussion with Sahar about the regular habits, sensory triggers, and changes in the mindset that help her stay grounded while she is building a beauty empire.
Key Takeaways
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Evening routines win: A slowed-down 15-minute evening skincare ritual can serve as the daily non-negotiable mental reset.
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Hydration is the ultimate hack: The first thing you do in the morning should be drinking a huge glass of water, which will completely reset you physiologically.
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Sensory flow states matter: The mind can be anchored during launch cycles by associating specific colors (like blue) and tactile rituals (like dry brushing).
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Customer feedback fuels the fire: Feedback on how the products change routines or bring back memories motivates the team the most.
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Silent walks are a sanctuary: Long, quiet walks unplugged from devices are very helpful to think and remain calm.
Rhythm & Reset: Finding Calm in the Chaos
Sahar's number one way to find her center is not through some complicated morning routine; it is her relaxation time in the evenings where she does not hurry. By purposely decelerating her skincare and haircare routines, she gets back 15 minutes of absolute calm that is only hers.
A beauty brand is so demanding that it can take over your life. Most of the time, mornings are a hectic scramble of planning and handling people from different parts of the world, but one thing that stayed for Sahar is her evening routine. She figured out that if she went through it quickly, she would miss out on a little silence time. Today, no matter the place, home or travel, these additional moments spent on herself are used strictly as a marker between work and rest times.
It turns out that the creation of new products can present rare moments of meditation. It is usually the case that makeup is linked to being expressive and celebrating. But, there is something about testing lab products with friends and family that is quite grounding. The brand's purpose is instantly brought to her mind by the genuine excitement and the comments gathered.
On a launch day, even if the morning is noisy, the only thing that is non-negotiable is that first, big glass of water. This is an extremely easy but completely logical solution. We always fail to consider just how dehydrated we become during the day, so that first glass in the morning remains the best, non-negotiable reset.
Sensory Anchors: The Color of Flow and Tactile Wellness
Her color of concentrated work and flow is blue; it is visible in all her things, like headphones and lab sample cases. Her wellness practices that keep her grounded also concentrate on sensory experience and less on mere appearance, thus helping her out of the brain.
In fact, her house was arranged in such a way that the colors corresponded to the Chakras a yellow kitchen, an orange living room, and a purple meditation room. Despite these lively colors, the blue was what she always desired for her own room. Now, the sight of blue is for her an immediate signal for the flow state and mental concentration.
This is not a conscious act, but the association of smell and mood is a very influential method of changing one’s psychological state. Up to now the fragrance component has been largely ignored, but understanding the chemistry of scents has allowed one to be able to control one’s mood changes during the day. It doesn't matter if she is at any stage of the production of the clean perfume to be launched in the future or simply applying a rollerball perfume between meetings, the changes in these senses have a gigantic impact. A pristine-quality non-toxic perfume or skin care is not merely something one puts on, it is something that calculates and measures the person’s state of mind.
Also, dry brushing is a kind of touch ritual that enhances wellness as well. The emphasis here is not primarily on the physical effects but rather on the self-renewing and habitual nature of the act. In the present world, where almost the entire time is spent in the head and behind the screens, the giving of a few minutes for the care of the body is a silent statement of respect.
Presence & Perspective: The Power of 'Why'
The feedback from the customers is a really strong compass for SOSHE Beauty, especially when the launch periods can be really chaotic at times. It has been a great brand-building journey that has changed both the market and, more deeply, both her and her capabilities.
If you are going to have great success in a market where there is an overflow of choices, then it is the genuine impact that will make you stand out. When the team receives a message from a customer showing a picture of a product, wearing SOSHE, their face lights up. Also, there is a deep satisfaction when a product is capable of changing a routine or tapping into a very personal memory, it makes the hours in the lab working stock formulations worthwhile.
One of the things that is bound to happen when you build a business from the ground up is that your internal perspective will be changed. Sahar says she was probably a little bit intimidated due to the fact that she thought that other people would not take her seriously as a beauty founder. Now, however, when she uses the formulas that the team has developed just because the product was too good to hide she straightens up a little. Feeling proud of her products, team, community, and partnerships is enough to foil any traces of impostor syndrome that might be hanging around.
Such a perspective can be kept at bay by one unplugged complete action every week: a very long walk. No podcasts, no meetings, just silence or ambient music. Being in noisy places like New York or LA, walking silently has become her own refuge. It gives the necessary space to come to terms with your thoughts, find your feelings, and be ready to go back to work with a fresh, logical perspective.
Closing Reflection
What does beauty look like when no one’s watching?
Speaking kindly to yourself.
Frequently Asked Questions
What is the core mission behind SOSHE Beauty?
SOSHE Beauty is all about changing the definition of sustainable makeup using refillable packaging, using clean ingredients backed by science, and being radically transparent as a brand.
Why does Sahar Rohani consider her evening routine essential?
She is able to get 15 minutes of guaranteed silence and self- care from the slow, unhurried evening skincare routine which provides a complete mental reset irrespective of the day’s chaos.
How does the science of scent play into daily wellness?
There is a direct relationship between fragrance and mood; a clean, rollerball perfume can instantly help shift your headspace and ground your focus.
What is one daily habit Sahar never skips?
She always drinks a big glass of water upon waking as a way to get ahead of the dehydration that we tend to overlook all the time.
How does Sahar unplug and reset her perspective each week?
She goes for a long walk in total silence without listening to podcasts or having business calls to get away from the constant noise of the city and gather her thoughts.
