Roxana Saidi, Founder, Rx Social


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"Hi hi! I'm Roxana Saidi [@itstherocks]. I recently moved from West Hollywood to the West Village, and I'm the Founder and Creative Director of Rx Social. Before that, I was a fashion publicist, but PR and I were not meant to be. I wanted to work on social media, but at the time, social media agencies didn't exist. So I quit my job, applied to grad school, and secretly filed for an LLC. By the time the deposit for my tuition was due, I had six brands on my client roster.

Every morning before work, I wash my face with lukewarm water and a washcloth. Once a week I'll use Exfolikate to exfoliate, and then I'll use a toner. I'm still searching for the perfect one, but right now I'm using a Cowshed sample. Then I’ll use a serum. I love Sunday Riley's Good Genes because it wakes my face up. And because my eyes can use some waking up too, I use Clarins Eye Revive Beauty Flash around them.

I am crazy about moisturizers. Luxe to drugstore, light to heavy, all of it, any of it. Embryolisse Lait-Crème Concentré, Bobbi Brown Illuminating Moisture Balm, Dr. Hauschka Rose Day Cream Light, Crème de La Mer…I use them all for different things. But the most important step in my routine is SPF. I use Elizabeth Arden Pro Triple Protection Factor SPF 50 all over my face, neck, and décolleté.

Before I go out, I'll do a mask, watch Shark Tank, and drink a glass of Cabernet. I like to do the Glossier Mega Greens Galaxy Pack, then the Moisturizing Moon Mask, each for 20 minutes. I also love Dr. Perricone’s Chloro Plasma or an incredible hibiscus mask that I got from Alila Villas Uluwatu in Bali. After two or three shark pitches, it’s time for glass number two and makeup.

There are about four products that I need, and the rest are bonuses. Giorgio Armani Luminous Silk Foundation, Nars Radiant Creamy Concealer in Ginger, Tom Ford Brow Sculptor, and Nars Deep Throat Blush. If I'm going out, glow-y, dewy and lightly contoured is the goal. Tom Ford’s Shade and Illuminate gets a lot of credit in that department. I really like Armani’s Fluid Sheer in 3 because it’s subtle and not overly shimmery. You can mix it into your foundation, wear it over, or wear it alone. I use a Shu Uemura Eyelash Curler every day. I have dark, long, straight lashes so I don't really need mascara if they’re curled. At night I’ll use Diorshow Black Out or Kevyn Aucoin and always non-waterproof. Trying to get that off even with Bioderma…not interested. All my eyeliners are Chanel Le Crayon.

Jen Atkin has been cutting my hair for eight years—she chopped it all off two years ago, which I loved, but now it's getting long again so I want to do something with the color. I use Kérastase Fondant Fluidealiste and any shampoo I can find. I use Ouai Hair Oil on the ends, and I air dry, never blow dry. I’ve tried to learn how to do the s-curve with a flatiron but I’m about three lanes over from figuring that out."

—as told to ITG

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