Smith & Cult was founded in 2015 by beauty industry veterans Dineh Mohajer and Jeff Forney with the goal of creating nail polish, lip, and complexion products that push the boundaries of color and deliver standout beauty.
Mohajer’s background includes being the co-founder of Hard Candy Cosmetics and founding they beauty company S&C. Forney’s experience spans working with top brands like Nars, Urban Decay and Dolce & Gabbana. Together, they bring decades of expertise in color cosmetics to Smith & Cult.
At Smith & Cult, color is our passion. Our brand DNA is anchored in creating shades that are daring, innovative and unexpected. We formulate our products to saturate nails, lips and complexions in showstopping hues that demand attention.
Nail Lacquers
Our nail lacquers are where it all began for Smith & Cult. After spending over a year perfecting our proprietary 8-free, vegan formula, we launched with an inaugural collection of 32 shades that spanned the spectrum from classic cremes to shimmering chromes.
Bold, rich pigment is achieved through a high concentration of color. Our lacquers deliver opacity in just 1-2 coats. And with shine amplifying agents, they dry to a stunning glossy finish.
Long wear is our standard. An advanced polymer system provides chip resistance for up to 10 days of flawless wear. Our lacquers are also formulated to reduce staining on nails.
We push the limits on special effects with innovative textures and finishes:
- Metallic chromes reflect rainbow prisms of light
- Ultra-reflective diamond powders add brilliant sparkle
- Irridescent shimmers shift color as nails catch the light
- Duochromes transition between 2 color tones
- Cracked and shattered effects mimic aged porcelain
- Glitters in various shapes and sizes mix and mingle
Our lacquer collections explore every color mood: sultry reds, bold brights, dark and moody hues, soft neutrals and more. We release new collections bi-annually and limited edition shades every month to continue leading nail color trends.
Smith & Cult nail lacquers are 8-free and vegan. Our formulas are free of Dibutyl Phthalate (DBP), Toluene, Formaldehyde, Formaldehyde Resin, Camphor, Xylene, TPHP and Triphenyl Phosphate. We never test on animals and our products are PETA-certified and approved by Leaping Bunny.
Lip Products
In 2017, we expanded our color cosmetics offerings to the lips. Our collection of bold lip lacquers, high-shine glosses and satin lipsticks give lips show stopping vibrancy and luminosity.
Lip Lacquers
Smith & Cult Lip Lacquers deliver intense, saturated color in two finishes:
- Creme for vibrant matte pigment
- Shine for ultra glossy color
Our proprietary comflex is infused with emollient oils to condition and smooth lips. With a cushiony feel upon application, the lacquers are comfortable to wear for hours.
Lip Shines
Lip Shine formulas combine vivid pigment with mega-watt shine. Available in both opaque and sheer finishes, these glosses impart luscious hydration and glassy shine with a non-sticky feel.
Lip Kissed
Lip Kissed satin lipsticks blanket lips in silky soft color. With a modern matte finish, they deliver intense pigment with a lightweight, barely-there feel. A botanical blend with Mango Seed Butter, Sunflower Seed Oil and Raspberry Seed Oil nourishes and hydrates lips.
Complexion
In 2019, we expanded into complexion products for the face. Our collection of foundations, concealers, setting sprays and highlighters provide seamless, flawless coverage with light-reflecting radiance.
Foundation
Our Photo Finish Foundation delivers natural-looking, customizeable coverage with a soft focus finish. Available in 20 flexible shades. The formula builds from sheer to full coverage and includes light diffusing pigments that create an instantly filtered look on skin.
The Liquid Foundation Brush custom blends our liquid foundation seamlessly onto skin. The dense, tapered brush head provides precise control and streak-free application.
Concealer
Photo Finish Concealer covers, corrects and contours with a creaseless matte finish. The highly blendable formula seamlessly covers flaws and discoloration for a flawless complexion. Available in 20 flexible shades with neutral, warm and cool undertones.
The Pointed Concealer Brush allows for detailed, controlled concealer application in hard-to-reach areas. The fine, pointed brush head easily covers and highlights specific areas.
Setting Spray
Our alcohol-free Up All Night Setting Spray locks in makeup for 16 hours of perfect wear. Formulated with veggie-derived polysaccharides, it creates a breathable, flexible hold that keeps makeup looking freshly applied from day into night without smudging, fading or settling into fine lines.
Highlighters
Available in both creme and powder formulas, our highlighters impart a lit-from-within glow.
- Nudity Illuminating Balm melts onto skin for a dewy, glass-skin finish.
- Moon Beam Powder Highlighter gives an ultra-refined strobed highlight.
Brand Values
Smith & Cult is dedicated to inspiring self-expression through color. We believe makeup should be an outlet for creativity and experimentation. Our brand celebrates individuality and empowers people to transform themselves through cosmetics.
We are committed to clean, vegan and cruelty-free beauty. All Smith & Cult products are formulated without parabens, phthalates, mineral oil or gluten. We never test on animals.
Our company is women-founded and women-led. Diversity, inclusion and female empowerment are integral to our brand values. We actively seek out voices from across the cultural spectrum to shape and enrich our products and company culture.
Philanthropy is important to us. We partner with causes that support arts education and work to increase access to creative resources. Our ongoing collaboration with Art Start provides underprivileged youth with artistic workshops.
We aim to minimize our environmental impact. Our office, fulfillment center and stores uphold sustainable practices. We use recyclable packaging materials and partner with suppliers dedicated to ecological manufacturing.
The Smith & Cult Team
Smith & Cult was founded by beauty industry trailblazers Dineh Mohajer and Jeff Forney.
As an Iranian-American immigrant who arrived in the US at age 5 not speaking any English, Mohajer embodies the American dream. Her decades of experience developing innovative cosmetics that engage consumers provides the strategic vision for Smith & Cult.
Forney’s 30+ year career creating standout color cosmetics brings technical expertise in shade development and formula innovation. His keen eye for spotting trends keeps Smith & Cult on the leading edge.
Together, their complementary skillsets unite to shape the brand’s unique DNA. Mohajer focuses on identity, packaging and positioning while Forney oversees product development. Their shared passion for cutting-edge beauty concepts comes through in every Smith & Cult creation.
Our product development team consists of highly experienced chemists, trend forecasters, shade matchers and product testers. Located at our Los Angeles headquarters, their expertise ensures our products achieve maximum performance and quality.
Our NYC-based creative team handles branding, marketing, social media, photography and content. They collaborate with Mohajer to define the brand vision and bring it to life visually. Their keen instincts and immersion in culture provides a pulse on what’s next in beauty.
The Smith & Cult Customer
Smith & Cult is designed for the beauty obsessed. Our customer is high energy, urban and creative. They have an edgy style sensibility and crave standout looks.
Color is our customer’s form of self-expression. They use makeup to transform themselves daily. Whether going for a daring editorial look or enhancing natural beauty, color cosmetics are key to defining their identity.
Our customer expects high performance payoff from their beauty products. They want intense color, maximum shine, flawless wear and striking effects. Smith & Cult is engineered to over-deliver on those expectations.
Trend focused experimentalists, our customers are eager to try the latest innovations and hottest looks. They want to be on the cutting edge, not followers of the pack. Smith & Cult fuels their passion for what’s new and next.
Beauty is an outlet for play and creativity. Our customer embraces the transformative power of cosmetics. Smith & Cult provides the tools to create showstopping looks that amplify confidence and self-expression.
Individuality is what our customer values most. They use makeup to manifest their unique sensibility. Smith & Cult celebrates identity and provides products for self-invention.
The Smith & Cult Experience
Our Products
We create high-payoff cosmetics that saturate nails, lips and skin in vibrant color. Bold hues, rich pigments, brilliant effects and striking packaging make our products Instagrammable must-haves. We utilize advanced polymers, saturating pigments, light-reflecting pearls and innovative textures to deliver show stopping beauty.
Our Content
Our social channels, website and email content inspire creativity and engage our community. Vibrant imagery, tutorials, trend stories and interviews with our Smith & Cult muses provide a glimpse into the brand world we’ve created. We celebrate the many facets of our customer and provide ideas for self-expression through color.
Our Stores
Our retail stores in New York and Los Angeles provide an immersive Smith & Cult experience. With industrial chic design, they showcase our brand universe and entire product range. Beauty bars allow for experimentation and play. Knowledgeable staff enrich the customer journey with personalized tips, application assistance and makeup lessons.
Our Service
We strive to pamper our customers at every touchpoint. Our customer service team provides personalized assistance via chat, email or phone. We offer free shipping, hassle-free returns and samples with online purchases. In store, our staff provides an exceptional level of service tailoring makeup application, recommendations and cosmetic lessons to each individual.
We want our customer’s interaction with Smith & Cult to be as daring, vibrant and memorable as our products. Our mission is to inspire creativity while fueling their passion for cosmetics and cultivating beauty obsession. We embrace those who celebrate individuality and self-expression.
Join the Smith & Cult community by following us on social media and signing up for our newsletter. Discover your next favorite shades and get new product launches delivered to your inbox. We can’t wait for you to experience the world of Smith & Cult.
