52 Faces: Sheiva Shideh

Sheiva Shideh

As an account manager for a PR agency specializing in beauty brands, Sheiva Shideh can be found experimenting with coveted beauty products, touring lipstick factories, and even rubbing elbows with the beauty elite backstage at Fashion Week (!). All this to say she knows a thing or two about game-changing beauty products. Today, she shares her insider knowledge, including backstage beauty tips and a DIY makeup brush cleanser.

What skin care products do you usually use?

I have really sensitive skin so I try and stick with a routine as much as possible. I take off my makeup with the Honest Beauty makeup remover wipes and then use the Fresh Soy Face Cleanser to wash my face and take off any leftover makeup. I use the Ole Henriksen Sheer Transformation as moisturizer because it's oil-free and really lightweight — I try to stay away from anything too heavy. I finish with Fresh's Rose Gel Cream on my eyes and the Sara Happ Lip Slip Lip Balm on my lips. I'll use Sara Happ's Brown Sugar Lip Exfoliator or BITE Beauty's Agave Lip Mask during the colder months in New York.

Sheiva Shideh

What makeup do you wear daily?

I try not to wear too much makeup during the week to let my skin breathe. So, I don't wear foundation — I just apply Hourglass Hidden Corrective Concealer where needed. Then, I'll apply Stila Convertible Color in Peony and a bit of Guerlain Terracota Bronzing Powder. I use e.l.f.'s Brow Comb & Brush to quickly tame my brows. For my eyes, I curl my lashes with the Sephora Collection Eyelash Curler. Then, swipe Marc Jacobs Velvet Noir Major Volume Mascara on my top lashes and Marc Jacobs Feather Noir Mascara on my bottom lashes. For lips, I typically opt for Marc Jacobs Enamored Hi-Shine Gloss Lip Lacquer in French Tickler or Hourglass No 28 Lip Treatment Oil.

My go-to makeup on the weekend is lots of mascara and red lipstick. My favorite products are the Marc Jacobs Velvet Noir Major Volume Mascara and Kat Von D's Everlasting Liquid Lipstick in Outlaw — it stays on all night! I also always take off my makeup before bed—no exceptions!

it's a beautiful day to fall in louvre #topSZN 👌😏

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What do you do when it comes to hair care?

My hair is naturally really curly and it used to take forever to blow dry, so I did the Kenra Smooth treatment which really helped calm my hair. I also use the Tangle Teezer brush to comb through my hair when it's wet — it's the only brush that gets through my curls and doesn't pull out my hair! To style my hair, I blow-dry and either curl with the ghd 1" curling iron or straighten with a 1" flat iron. If I don't have time to do my hair, I'll either throw it up into a top knot or part it down the middle and do a low bun. I spray any flyaways down with a Joico hairspray and pull my front layers back with bobby pins. I also love spraying my hair with the Elizabeth and James Nirvana Black Dry Shampoo — the smell is amazing!

day 1 with my day 1s ✌🏽

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Do you have any beauty splurges?

I'm surrounded by beauty products every day, but I did splurge on a Clarisonic that I use twice a week to exfoliate. I also definitely splurge on manicures — I'm oddly obsessive about having my nails done. If I'm feeling fancy, my favorite nail salons in NY are Paintbox and Vanity Projects.


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Tell us a little bit about your work! What's it like working with beauty brands?

I work at a PR agency that specializes in beauty, health and lifestyle brands. I work specifically with cosmetics, skin care and nail polish brands to introduce their new products to the media, plan press events and promote their existing products. Each day is different, but it's always exciting when we have a successful launch event or when we see a story we worked on months prior come to life in a print magazine. I am lucky that I work with really fun and innovative brands, and a few of my favorite work perks include touring a lipstick factory to show editors how each product is handmade and all of the great activations we do during awards season. I love working in beauty because it's an industry that appeals to everyone — whether you love trying new products to experiment with your look or if you're interested in the science behind certain products or treatments.

🌷 GIRL POWER 🌷 x @glossier

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Have you learned any backstage beauty tips?

It's always exciting being backstage at Fashion Week to watch the top makeup artists, hair stylists and manicurists create the incredible looks you see on the runway. I'm always blown away by the makeup and nail looks at Marc Jacobs every season. You can always learn or pick up tricks from artists backstage, including everything from mixing a foundation with serum to make your skin glow to adding translucent powder (or baby powder) with a brush onto your eyelashes before mascara to really give them more volume. It's interesting to see how the looks you see backstage translate into bigger beauty trends for the next season.

Awards SZN with @marcbeauty #velvetnoir 👀💄💋

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What's the last product you used until there was nothing left?

I use the Hourglass Veil Mineral Primer until the last drop! I'm also obsessed with NYX Cosmetics' The Curve black liquid liner and use it until there is nothing left — the shape of the liner makes it so easy to hold and apply.

about nachos.

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Have you made any beauty choices that you later regretted?

Tweezing my eyebrows too much in high school and my side bangs in college!

Do you have a DIY beauty treatment you love?

I mix tea tree oil, clarifying shampoo and water to clean my makeup brushes. I also remove my gel manicures at home with a nail file, acetone, cotton balls, aluminum foil and orange stick. I put on FORMULA X's Quench Nail Cuticle Oil after taking off the gels to prevent my nails from getting dry. Ole Henriksen's Power Peel is also great for creating your own little spa night at home — it has three steps to act as a microdermabrasion and peel treatment.

current mood. 🎃

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Who are your beauty inspirations?

My mom will always be my beauty inspiration! She wears sunscreen religiously so her skin is amazing and she is pretty natural when it comes to makeup, which I think she passed down to me. As far as celebrities, I love Emily Ratajkowski, Lily Aldridge, Rosie Huntington Whiteley and Rihanna's beauty looks.

Sheiva Shideh

Thanks, Sheiva! Check back next week for our latest installment of 52 Faces, a weekly series that spotlights a real woman's beauty routine. If you missed last week's feature, we spoke with rose theodora, a professional astrologer who's changing the beauty industry with horoscope-inspired nail art. Check out her best beauty advice here. In the meantime, here are some simple ways to reduce puffy eyes naturally and tips for wearing a bold lip color.