When a seasoned biologist, pharmacist and passionate mother dives deeper into her identity as a Persian-American, she becomes unstoppable in asking “why.” This relentless pursuit became her path to recycling herself into an updated version and rediscovering life’s true purpose after facing a heart-health challenge. Her blend of curiosity and the vibrant color yellow transformed into a remedy-driven lifestyle brand, designed to serve as a resource for functional optimism beyond medicine and “fictions”. From a burst of happier dreams to a nonprofit foundation, Mahtab Hariri, Pharm.D., describes the formation of Intrigue Yellow®️ as “lucky strokes of serendipity.”
By blending art and science with creativity. IY evolved from a grassroots humanitarian business focused on women’s initiatives in Chicago in 2019 into an innovative entrepreneurial philanthropy for all humankind by 2024. Its mission became architecting a lifestyle system that emphasizes human intelligence and fulfills basic happiness needs for living well on clean Earth. This ambition promotes global health and stronger human connections by uplifting talents over shadowed by politics or gender. Through internships and scholarships, IY fosters a global vision of diversity and inclusivity, advancing its mission.
As all foundations need a strong founding, Intrigue Yellow®️ set out to uncover the most ancient source of human rights from ancient Persia and study its lifestyle without bias. Untold stories were decoded from literature and evidenced and unified science, leading to a reimagining of emotional intelligence to promote health and redefine humanness in the face of modern stresses and the epidemic of loneliness in the information age. This avant-garde effort gave rise to a lifestyle-as-medicine resource called Art’a, an ancient Persian term meaning the order and beauty of natural law.
I am IY!
When a seasoned biologist, pharmacist and passionate mother dives deeper into her identity as a Persian-American, she becomes unstoppable in asking “why.” This relentless pursuit became her path to recycling herself into an updated version and rediscovering life’s true purpose after facing a heart-health challenge. Her blend of curiosity and the vibrant color yellow transformed into a remedy-driven lifestyle brand, designed to serve as a resource for functional optimism beyond medicine and “fictions”. From a burst of happier dreams to a nonprofit foundation, Mahtab Hariri, Pharm.D., describes the formation of Intrigue Yellow®️ as “lucky strokes of serendipity.”
By blending art and science with creativity. IY evolved from a grassroots humanitarian business focused on women’s initiatives in Chicago in 2019 into an innovative entrepreneurial philanthropy for all humankind by 2024. Its mission became architecting a lifestyle system that emphasizes human intelligence and fulfills basic happiness needs for living well on clean Earth. This ambition promotes global health and stronger human connections by uplifting talents over shadowed by politics or gender. Through internships and scholarships, IY fosters a global vision of diversity and inclusivity, advancing its mission.
I am IY!
I am IY!
Y...IY?
IY asks Y.
As all foundations need a strong founding, Intrigue Yellow®️ set out to uncover the most ancient source of human rights from ancient Persia and study its lifestyle without bias. Untold stories were decoded from literature and evidenced and unified science, leading to a reimagining of emotional intelligence to promote health and redefine humanness in the face of modern stresses and the epidemic of loneliness in the information age. This avant-garde effort gave rise to a lifestyle-as-medicine resource called Art’a, an ancient Persian term meaning the order and beauty of natural law.
Be+Live = Believe
Just because happy is in You!
The Y!
Why a New Happiness?
At Intrigue Yellow®, we believe happiness isn’t a fleeting trend; it’s a timeless essence rooted in Jaan and Xerad—concepts simplified as wellness and wisdom. These Persian principles form the foundation of an intelligent humankind, creating a harmonious heaven on Earth. Inspired by the archetype of PersianNess, one of humanity’s earliest and most influential civilizations, this vision extends from the teachings of Ferdowsi’s poetry to Cyrus the Great’s Charter of Human Rights, written nearly 2,600 years ago. But why is this legacy not a cornerstone of global education? Why are these transformative ideas locked away in museums and libraries, misunderstood or forgotten? This is where Intrigue Yellow began. Fueled by curiosity, we traced the timeless blueprints of Persian living and reimagined them as an accessible, evidence-based roadmap for modern life—a clever resource for living well and wisely.
The Y!
Why a New Happiness?
At Intrigue Yellow®, we believe happiness isn’t a fleeting trend; it’s a timeless essence rooted in Jaan and Xerad—concepts simplified as wellness and wisdom. These Persian principles form the foundation of an intelligent humankind, creating a harmonious heaven on Earth. Inspired by the archetype of PersianNess, one of humanity’s earliest and most influential civilizations, this vision extends from the teachings of Ferdowsi’s poetry to Cyrus the Great’s Charter of Human Rights, written nearly 2,600 years ago. But why is this legacy not a cornerstone of global education? Why are these transformative ideas locked away in museums and libraries, misunderstood or forgotten? This is where Intrigue Yellow began. Fueled by curiosity, we traced the timeless blueprints of Persian living and reimagined them as an accessible, evidence-based roadmap for modern life—a clever resource for living well and wisely.
