She is determined to disrupt the beauty sector by improving upon antiquated industry norms. Her curiosity for sustainable agriculture merged with her love for beauty led her on a journey to pave the way for a new beauty standard rooted in strong values and principles.
Seda pursued a degree in chemistry with a minor in math before starting to work in the corporate beauty sector. She previously worked in skin care formulation and then at a leading Fragrance and Flavor corporation, Givaudan for a combination of over 15 years. Her experiences were diverse and included the laboratory, product development, and account management in both fine fragrance and consumer products. She managed a fortune 500 company, a leader in bath and body care, to become one of the company’s largest accounts.
Inspired by her parents hard work ethic and her grandparent’s love of all natural things, she has been creating products ever since she can remember. Spending time between NY, NJ and summers on her grandparent’s farm in Turkey, her whole life continues to be a fine balancing act of old meets new.
A proven leader, Seda is ready to evolve and transform the beauty industry into a modern and healthier era.