NakedPoppy Co-founder and CEO on Staring Down Challenges — and Her 5-Min Makeup Routine

The Coming Clean series features trailblazing women and their reflections on how to live a beautiful life.

1. What do you do and how did you get there?

I’m the co-founder and CEO of NakedPoppy. Before this, I was CMO/VP Marketing at a number of brands you’ve probably heard of, including Amazon, OpenTable, and Eventbrite. 

I grew up in Iran in the 1970’s at a time when many girls were primarily destined for marriage. But my parents were different. 

My father told me something that turned out to be both precious and prescient. “They can take anything away from you,” he said. “They can take your money, your property, and more. What nobody can take away from you is your education.”

Imbued with that thought, I came to the United States to study at Harvard. And, as if on cue, the Iranian Revolution came to pass. 

My family fled the country, losing everything. I woke up one morning with no money for tuition, and only an ironclad determination to finish my degree and make my way.

After that loss, there has been no problem that has seemed insurmountable to me.

2. So many of us feel overcommitted these days. What are your favorite tips for managing overwhelm?

I have a lot of experience with not holding it together! So, with humility, here are some techniques I’ve learned through trial and error:

• Distinguish between progress and motion. Figure out the 20% of the effort that gets 80% of the result — and that makes a genuine impact on what you’re trying to achieve. Let go of the rest.
  
• Don’t cut it too close. When I book myself down to the minute, trying to eke out that last ounce of productivity can be counterproductive. Inserting a few extra minutes to be on time, or even a little early, does wonders for my sense of calm.
  
• Get enough sleep. There’s little that can’t get solved after 8 hours of rest —– even when I feel stuck the night before.
  
• Remind yourself that when you have the least amount of time to take care of yourself is when you actually need it the most. On the busiest of days, I actively work to find 10 minutes for my Daily Calm, force myself out into the garden (which I find relaxing), and enjoy the privilege of applying my clean skincare and makeup while thinking about all that it represents.

3. What are your top 3 holy grail skincare products and why?

I adore Maya Chia’s hydrating mist for its lovely scent and the way it brightens my skin. 

NakedPoppy Revitalize Organic Facial Oil is my favorite product of all time. It gives my face a glow and plumps up my skin — and is a great moment of self-care to start and end my day. I layer it on top of the mist to seal in the moisture and hydrate my skin. 

Last, I love 100% Pure’s eye cream, featuring caffeine, which reduces my dark circles.

4. How would you complete this sentence? “Makeup makes me feel…”

…on top of my game!

5. With 5 minutes to do your daytime makeup, what products do you reach for?

I start with my Kosas Tinted Face Oil which I’ve grown to love for its sheer, even coverage. I then quickly contour with Lily Lolo bronzer and add color to my cheeks with the Kosas cream blush. Next up is my NakedPoppy Clean Liquid Eyeliner, which I can apply in 30 seconds, followed by Lily Lolo black mascara. Clove + Hallow concealer is my go-to for covering my dark circles. When I wear lip color, I favor Rituel de Fille lip sheer topped with Vapour lip gloss.

In the past, this would have taken me longer than five minutes. But, a combination of practice and the right brushes means I can do it very quickly!

6. Tell us about an experience or defining moment that has influenced your outlook on beauty.

An older woman at my first job in the 1980’s told me something that stuck with me: 

She said that men could get away looking like slobs. They could wear their shirts untucked and their hair messy. But we women had to look our best. 

No matter how busy I was, she counseled me, I needed to dress nicely and check myself in the mirror three times a day. 

Her advice resonated, and I followed it even as I rose in my career. 

But it should be true for everyone — the double standard is not OK.

7. Is there an aspect of your appearance you’ve struggled with in the past? How do you feel about it now?

When I was young, I had “too much hair.” It felt unruly and I fussed with it – not in a happy way.

Now I’ve grown to appreciate thick hair, especially as I get older. I’ve also discovered an indulgence: blow dry bars. I love getting styled and not having to think about my hair for the rest of the week.

8. Do you do anything surprising in order to feel healthier?

This shouldn’t be surprising but to some, it is — in a world of prepared foods and meal delivery services, my husband and I grow herbs, fruits, and vegetables in our garden, shop the farmers market, and cook almost all our meals from scratch. It’s not only about the healthy food itself. Cooking is a creative, calming pleasure for me.

9. What makes your life beautiful?

I find joy in what some might consider small things. I typically wake up and reflect on how happy I fell that I’m alive and healthy, in a nest my family has created, and married to someone I love.

Flowers make my life beautiful, as do dark chocolate and beautifully written books. I love being transported to other places and other eras through great writing. Favorites include Pachinko, set in Japan, A Suitable Boy, set in India and The Silent Duchess, set in 16th century Italy.

Working in the clean beauty movement makes my life meaningful, as does playing my role, however small, in advancing equal rights and social justice. 

Finally, my two children have brought me more joy than I ever thought possible.