Sahar Rohani is the visionary founder and CEO of SOSHE Beauty, a clean-beauty brand on a mission to redefine sustainable makeup through refillable packaging, science-backed formulas, and radical transparency.
A glimpse into my conversation with her:
Rhythm & Reset
Running a beauty brand can be all-consuming. What’s one daily ritual that grounds you?
My evening wind-down routine. It’s the one constant in my day, even when I’m traveling. Once I stopped rushing through my skincare and haircare, I realized how much I needed those extra 15 minutes of silence and self-care. It’s a small pocket of time that’s just mine.
Is there a moment during product development or testing that unexpectedly feels meditative or grounding?
Oh, I love this question. Product development can definitely be intense - managing timelines and juggling teams across time zones. We typically reach for makeup in moments of expressiveness and celebration, not necessarily when we’re seeking calm. But there’s something really grounding about testing a lab sample with friends and family. Seeing their excitement and hearing their feedback brings me back to the “why” every time.
What’s one part of your morning routine that you never skip — even on launch day?
I have to admit, my mornings are a bit more chaotic than my evenings. That said, I never skip drinking a huge - and I mean huge - glass of water first thing. We underestimate how dehydrated we are on a regular basis. It’s the simplest reset.
Sensory Anchors
Do you associate any colors or textures with a sense of calm or creative flow?
I grew up in a house where my mom painted every room based on the Chakra flow – yellow kitchen, orange living room, red office, lavender meditation room. But I always wanted my room to be blue. All my little creative tools are blue – my headphones, my notebook, my lab sample case. Blue just feels like my flow state.
What’s a beauty ritual that doubles as a wellness one for you — something tactile, repetitive, or restorative?
Dry brushing. Honestly, it’s more about the ritual than the result. I think we’re all so in our heads, we forget we have this physical body carrying us through life. Taking those extra few minutes to care for it feels like a quiet act of respect.
How does makeup help you transition between roles — from founder to friend, or from work mode to wind-down?
SOSHE is such a big part of me that there isn’t a clear “switching roles” moment. My friends and family know it’s all intertwined. I love a no-makeup makeup day, but I’m never in a rush to wash my face at the end of the night. If anything, it’s a sign that I’m still genuinely excited about all the new products we’re creating.
Presence & Perspective
What’s one way you stay connected to the 'why' behind your brand — even during busy seasons?
Connecting with our customers. It’s hard to put into words how much joy it brings me and the team when someone shares a photo wearing SOSHE or tells us a stranger stopped them on the street to ask about their lipstick. That feedback is everything.
There are so many options out there. So when someone says we’ve actually changed their routine, or sparked a nostalgic memory – that’s the kind of impact that keeps us going.
Has building a beauty business changed how you see yourself — literally or emotionally?
That’s a deep one. When I use our SOSHE products that we literally built from scratch, whether it was from a customer request or because we developed a formula that was just too good to keep in the lab, I stand a little taller and feel a little more ready.
I used to worry people wouldn’t take me seriously for building a beauty brand. Now, I feel proud – of our products, team, community, and partnerships. I wouldn’t trade it for the world.
What’s one thing you do each week that’s just for you — not the brand, not the business, just you?
I take a really, really long walk. No podcasts, no meetings. Sometimes in silence, sometimes with music. It helps me process my thoughts, sort through my feelings, and usually come back with a fresh perspective. Especially in cities like LA or New York, where there’s constant noise - walking in silence has become a little bit of a sanctuary.
Closing Reflection
What does beauty look like when no one’s watching?
Speaking kindly to yourself.
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