About Us

Smith & Cult represents the duality we all inhabit and our individual expressions of beauty. The dualism reflects who we’ve been, who we are and who we aspire to become. Our entire line of nail lacquer, lip lacquer, blush-bronzer duettes, eye palettes, mascara, eye pens and shimmering highlighters is inspired by and representative of the experiences depicted in the diary entries of our beauty-addicted heroine who sees her world through a lens of color. We represent beauty that embraces imperfections and the pristine high end packaging married to our signature differentiating indentations represents just that.

Smith & Cult was created by beauty veteran Dineh Mohajer, the voice of our beauty junkie, who revolutionized the color cosmetics industry when she created the brand Hard Candy. Several years and the creative collaborations with beauty veteran Jeanne Chavez, Mohajer is bringing about the next evolution of beauty with Smith & Cult. Smith & Cult’s products are dedicated to bringing both unexampled and exclusive shades while custom tailored to provide high performance.

Dineh Mohajer
Dineh Mohajer

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 cosmetic 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 and 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.