In fact, that creative eye is everything--and keeping it tuned is exactly why Dineh needs the space to lead a life outside the business (although that doesn't include medical school, which Dineh has put on hold for now). She reads fashion magazines and tracks trends. But more important, she lives the life of her target market. She appeals to 12-to-25-year-old women because she is a 12-to-25-year-old woman. She likes to hang out with friends and go to movies. She follows the music scene.
In the future, Dineh envisions a more complete line of Hard Candy cosmetics. Already, the company has 16 shades of lipstick to complement its nail colors. Says Pooneh: "I think clothing is something Dineh could do really well, and who knows what else? I don't limit what Hard Candy can do."
As well she shouldn't. Like its founders, Hard Candy is still young enough to grow and inspire and even change directions if necessary. Already, it's weathered more trials and triumphs than the average start-up. Success has been sweet, but it hasn't been easy. Apparently, they don't call it Hard Candy for nothing.