Roots & Wings: The Founder’s Story
Intrigue Yellow® began with a yellow bird—a symbol of resilience and creativity that inspired founder Mahtab Hariri throughout her life. This bird and a childhood memory of nurturing baby chicks from the Caspian Sea became metaphors for Mahtab’s journey as an immigrant and visionary. Those tiny creatures, adapting to a new environment, mirrored her experience of building a life in America while staying connected to her Persian roots. A doctor of pharmacy and biologist by training, Mahtab combined her scientific knowledge with a passion for creating remedies—not just for health but for life itself. In 2019, she launched Intrigue Yellow® as a platform to uplift underrepresented women’s stories and talents. Her approach blended humility, creativity, and a fierce dedication to designing a lifestyle brand that feels both timeless and fresh. When the pandemic hit, Mahtab’s mission sharpened: to redefine happiness and resilience. Her independent research uncovered timeless Persian insights, shaping her philosophy of Wellness Wisdom. At its core, Intrigue Yellow® isn’t just a brand—it’s a way of living that connects heart, mind, body, and home, creating a ripple effect of joy and wholeness.
From Vision to Vitality: The Birth of Intrigue Yellow®
Every great story starts with a question. For Mahtab, it was this: Why has ancient Persia—a cradle of innovation, diversity, and culture—been reduced to stereotypes? With roots in a civilization admired by leaders like Thomas Jefferson and celebrated in the Cyropaedia, Persia’s true essence felt too precious to remain hidden. Raised between Iran and Spain, and now thriving in the U.S., Mahtab set out to bridge the brilliance of the East with the creativity of the West. Her vision became Intrigue Yellow®, a brand designed to revive Persia’s cultural DNA while embracing the energy and diversity of modern living. The result? A lifestyle platform that’s part cultural revival, part life hack. With its “Lifeitude Capsule” concept, Intrigue Yellow® reimagines how we approach health, happiness, and connection—making ancient wisdom cool, accessible, and chic.
Building Bridges, Inspiring Lives: The Foundation’s Purpose
Intrigue Yellow® isn’t just about products or campaigns—it’s about creating a movement. At its heart is the philosophy of Art’a: living in harmony with nature and wisdom. For Mahtab, this means building bridges—between past and present, East and West, individuals and communities. The foundation thrives on storytelling, design, and impact. It brings Persian culture’s timeless principles into modern conversations, advocating for health, unity, and service. From empowering women to inspiring slow, intentional living, Intrigue Yellow® invites everyone to connect, thrive, and rediscover life’s deeper essence. This isn’t about nostalgia. It’s about reimagining the future—one that’s healthier, more connected, and more human. Intrigue Yellow® is Mahtab’s way of saying: This is our moment to shine.
Roots & Wings:
The Founder’s Story
Intrigue Yellow® began with a yellow bird—a symbol of resilience and creativity that inspired founder Mahtab Hariri throughout her life. This bird and a childhood memory of nurturing baby chicks from the Caspian Sea became metaphors for Mahtab’s journey as an immigrant and visionary. Those tiny creatures, adapting to a new environment, mirrored her experience of building a life in America while staying connected to her Persian roots. A doctor of pharmacy and biologist by training, Mahtab combined her scientific knowledge with a passion for creating remedies—not just for health but for life itself. In 2019, she launched Intrigue Yellow® as a platform to uplift underrepresented women’s stories and talents. Her approach blended humility, creativity, and a fierce dedication to designing a lifestyle brand that feels both timeless and fresh. When the pandemic hit, Mahtab’s mission sharpened: to redefine happiness and resilience. Her independent research uncovered timeless Persian insights, shaping her philosophy of Wellness Wisdom. At its core, Intrigue Yellow® isn’t just a brand—it’s a way of living that connects heart, mind, body, and home, creating a ripple effect of joy and wholeness.
From Vision to Vitality:
The Birth of Intrigue Yellow®
Every great story starts with a question. For Mahtab, it was this: Why has ancient Persia—a cradle of innovation, diversity, and culture—been reduced to stereotypes? With roots in a civilization admired by leaders like Thomas Jefferson and celebrated in the Cyropaedia, Persia’s true essence felt too precious to remain hidden. Raised between Iran and Spain, and now thriving in the U.S., Mahtab set out to bridge the brilliance of the East with the creativity of the West. Her vision became Intrigue Yellow®, a brand designed to revive Persia’s cultural DNA while embracing the energy and diversity of modern living. The result? A lifestyle platform that’s part cultural revival, part life hack. With its “Lifeitude Capsule” concept, Intrigue Yellow® reimagines how we approach health, happiness, and connection—making ancient wisdom cool, accessible, and chic.
Building Bridges, Inspiring Lives:
The Foundation’s Purpose
Intrigue Yellow® isn’t just about products or campaigns—it’s about creating a movement. At its heart is the philosophy of Art’a: living in harmony with nature and wisdom. For Mahtab, this means building bridges—between past and present, East and West, individuals and communities. The foundation thrives on storytelling, design, and impact. It brings Persian culture’s timeless principles into modern conversations, advocating for health, unity, and service. From empowering women to inspiring slow, intentional living, Intrigue Yellow® invites everyone to connect, thrive, and rediscover life’s deeper essence. This isn’t about nostalgia. It’s about reimagining the future—one that’s healthier, more connected, and more human. Intrigue Yellow® is Mahtab’s way of saying: This is our moment to shine.
” Humanity is an unfinished project, as is evolution; yet a simple understanding of wellness wisdom, designed in a slow-living, healing lifestyle, is all we need to manifest the beauty of a happy DNA- with no doubt! “
~Mahtab Hariri Pharm.D.
