Feeling
Dot of Y
1960's
From the Caspian waters of Iran to the Mediterranean of Spain and to the shores of Lake Michigan, Mahtab Hariri, IY Founder, grew with an early curiosity for how life feels. Joy began at age three while holding a fuzzy yellow baby chicken gifted at her grandfather’s cotton farm in Rasht, Iran. At fourteen, she paused at a newsstand in Madrid to read ”La Vida Sana Y Natural” in broken Spanish. Nature felt healing. Emotions became the first intelligence she trusted.
Formation
Circle of Y
1970’s
Growing up with older brothers, a traditional nanny and modern parents, daily life was a dance of paradox with effortless adaptation to beauty and balance. Her altruistic mother; a teacher, artist and poet and her life-enthusiast father; an accountant and a ‘Caspian Sea Blue-Zoner’ who lived to 105; shaped her first sense of wholeness. After the political shift of 1979 Iran, Mahtab lived across many homes from East to West. Twenty-three years of caregiving for ailingparents became a living testimonial to maximizing wellness with practice & service and minimizing suffering with precision of care. Watching their light fade in 2023 and 2025 formed a quiet ‘white’ lesson.
Flow
Expansion of Y
1980’s
Expanding self to surroundings to society was stabilizing while immigrating. Her whys were answered in science and music: Molecular Biology and Pharmacy Bachelor of Science at Rutgers University, NJ; Pharmacy Doctorate, University of Maryland and Post-graduate at University of Illinois at Chicago. A decade later, Dr. Mahtab designed the first pharmaceutical care model for neurological disease management as an academician at UIC. With her best friend and physician husband of 34 years, She started her own family.
Foundation
Rooting of Y
1990’s
Serendipity struck when she founded Rutgers University Iranian Cultural Club (RUICC) with just one other friend who believed in her vision; a student-led, apolitical student organization created during tense political times to enrich local-global culture and preserve identity. The community quickly grew into its first humanitarian project: helping victims of the Lowshan, Gilan earthquake in Northern Iran – one of the century’s most devastating natural disasters – by building a rural school on mountains of Alborz. She learned that restoring dignity and community can create peace across borders.
Fusion
Sensory of Y
2000’s
Motherhood became Dr. Mahtab’s calling as an intuitive fusion of instinct and ambition to raise finer humans focusing on home. Her four children (a son, daughter & son twins and the embryo she lost) expanded her emotional being and architected a healing sanctuary of thriving and growth as a family. She called her kitchen a pharmacy where ingredients were compounded into “tasty medicine” and abundance of nature ignited sharing and generosity of togetherness and hospitality. At her peak of community service ; from school safety to working with under-privileged inner city clinics; poetry, music and acquiring body flow and motions remained her sensory-intelligence guidance, during all chaotic times of her womanhood growth.
Formulating
Failure of Y
2010’s
At her life’s peak: family-fitness-work-community service; Dr. Mahtab woke up one morning before her exercise ‘routine’ with a 240-bpm heartbeat, which changed her life perception of health & “heart-matters.” Modern Fitness became The Misfits. The fast-paced living with a western diet culture finally overran her biology. She was forced into a new way of life after a procedure and medical intervention. Her journey of “why her wellness failed” began and the answer revealed itself : artificial sweeteners. She observed with a scientific lens how her heart rate reacted in all personal and social situations including food. The vital “rhythms” became her focus. A playful passion for colors and physics of light led to a visual metaphoric living rhythm to her: yellow-light-wavelength of ‘slow and steady’. Wellbeing became happy ritualization of revitalizing deeper senses. She proposed “the E-motions in Motion” in 2015 as a rhythmic daily living.
Foresight
The Y Detour
2018-2022
As a “freelancer philanthropist,” she created IY Sphere in Chicago, like a university of EQ-provoking awareness. Women’s initiatives in voice-science-fashion- service became the first movement as the“wiser-living” series. The Pandemic of 2020 led to adding a wellness wing to research independently with scholars free from bias, shedding light on topics that were underpinned. The IY’s redefining life mission with more precision and practical in both health and humanity became the core. She envisioned Intrigue Yellow® as a future resource for creating human wholesomeness and higher quality of life for all hierarchy of living, so artificial intelligence would not replace. In five years The IY grew into a humanitarian entrepreneurial business model and lifestyle brand for wellness and wiseness.
Framework
Exploring iy
2022 – Now
The Intrigue Yellow® Foundation is the nonprofit, and Intrigue Yellow® Inc. is the entrepreneurial entity serving the nonprofit. The IY connects to talents of life from all fields of intelligence and builds mentorship and scholarships in order to collectively create a universal-cloud “Museum of Light for Health and Joy of Humanness” from Chicago, with an academy attached. This evidence-based, scientifically and artistically driven, ethically studied effort starts from the most ancient sources, a soft power often derailed due to politics or gender, for an avant-garde health and humanity. The IY signature concept and lifestyle brand is Art’a (from studying PersianNess Creative Phenomenon) and is empowered by PaLVn.
Feeling
Dot of Y
1960's
From the Caspian waters of Iran to the Mediterranean of Spain and to the shores of Lake Michigan, Mahtab Hariri, IY Founder, grew with an early curiosity for how life feels. Joy began at age three while holding a fuzzy yellow baby chicken gifted at her grandfather’s cotton farm in Rasht, Iran. At fourteen, she paused at a newsstand in Madrid to read ”La Vida Sana Y Natural” in broken Spanish. Nature felt healing. Emotions became the first intelligence she trusted.
Growing up with older brothers, a traditional nanny and modern parents, daily life was a dance of paradox with effortless adaptation to beauty and balance. Her altruistic mother; a teacher, artist and poet and her life-enthusiast father; an accountant and a ‘Caspian Sea Blue-Zoner’ who lived to 105; shaped her first sense of wholeness. After the political shift of 1979 Iran, Mahtab lived across many homes from East to West. Twenty-three years of caregiving for ailing parents became a living testimonial to maximizing wellness with practice & service and minimizing suffering with precision of care. Watching their light fade in 2023 and 2025 formed a quiet ‘white’ lesson.
Formation
Circle of Y
1970's
Flow
Expansion of Y
1980's
Expanding self to surroundings to society was stabilizing while immigrating. Her whys were answered in science and music: Molecular Biology and Pharmacy Bachelor of Science at Rutgers University, NJ; Pharmacy Doctorate, University of Maryland and Post-graduate at University of Illinois at Chicago. A decade later, Dr. Mahtab designed the first pharmaceutical care model for neurological disease management as an academician at UIC. With her best friend and physician husband of 34 years, She started her own family.
Serendipity struck when she founded Rutgers University Iranian Cultural Club (RUICC) with just one other friend who believed in her vision; a student-led, apolitical student organization created during tense political times to enrich local-global culture and preserve identity. The community quickly grew into its first humanitarian project: helping victims of the Lowshan, Gilan earthquake in Northern Iran – one of the century’s most devastating natural disasters – by building a rural school on mountains of Alborz. She learned that restoring dignity and community can create peace across borders.
Foundation
Rooting of Y
1990's
Fusion
Sensory of Y
2000's
Motherhood became Dr. Mahtab’s calling as an intuitive fusion of instinct and ambition to raise finer humans focusing on home. Her four children (a son, daughter & son twins and the embryo she lost) expanded her emotional being and architected a healing sanctuary of thriving and growth as a family. She called her kitchen a pharmacy where ingredients were compounded into “tasty medicine” and abundance of nature ignited sharing and generosity of togetherness and hospitality. At her peak of community service ; from school safety to working with under-privileged inner city clinics; poetry, music and acquiring body flow and motions remained her sensory-intelligence guidance, during all chaotic times of her womanhood growth.
At her life’s peak: family-fitness-work-community service; Dr. Mahtab woke up one morning before her exercise ‘routine’ with a 240-bpm heartbeat, which changed her life perception of health & “heart-matters.” Modern Fitness became The Misfits. The fast-paced living with a western diet culture finally overran her biology. She was forced into a new way of life after a procedure and medical intervention. Her journey of “why her wellness failed” began and the answer revealed itself : artificial sweeteners. She observed with a scientific lens how her heart rate reacted in all personal and social situations including food. The vital “rhythms” became her focus. A playful passion for colors and physics of light led to a visual metaphoric living rhythm to her: yellow-light-wavelength of ‘slow and steady’. Wellbeing became happy ritualization of revitalizing deeper senses. She proposed “the E-motions in Motion” in 2015 as a rhythmic daily living.
Formulating
Failure of Y
2010's
Foresight
The Y Detour
2018 - 2022
As a “freelancer philanthropist,” she created IY Sphere in Chicago, like a university of EQ-provoking awareness. Women’s initiatives in voice-science-fashion- service became the first movement as the“wiser-living” series. The Pandemic of 2020 led to adding a wellness wing to research independently with scholars free from bias, shedding light on topics that were underpinned. The IY’s redefining life mission with more precision and practical in both health and humanity became the core. She envisioned Intrigue Yellow® as a future resource for creating human wholesomeness and higher quality of life for all hierarchy of living, so artificial intelligence would not replace. In five years The IY grew into a humanitarian entrepreneurial business model and lifestyle brand for wellness and wiseness.
The Intrigue Yellow® Foundation is the nonprofit, and Intrigue Yellow® Inc. is the entrepreneurial entity serving the nonprofit. The IY connects to talents of life from all fields of intelligence and builds mentorship and scholarships in order to collectively create a universal-cloud “Museum of Light for Health and Joy of Humanness” from Chicago, with an academy attached. This evidence-based, scientifically and artistically driven, ethically studied effort starts from the most ancient sources, a soft power often derailed due to politics or gender, for an avant-garde health and humanity. The IY signature concept and lifestyle brand is Art’a (from studying PersianNess Creative Phenomenon) and is empowered by PaLVn.
Framework
Exploring IY
2022 - now
“To the creator of
better being – ja’an (جان) and
wiser living – xerad (خرد) beyond which the highest thought cannot pass”
Modern Interpretation by Mahtab Hariri pharm.d.
Human Wellbeing Project, 2020
به نام خداوند جان و خرد، کزین برتر اندیشه بر نگذرد
Ferdowsi Tusi, 940 -1020 AD Persian poet
Shahnameh (The Book of Kings)
