Dr. Mehdi is a consumer researcher, beauty brand founder, and storyteller.
I’m fascinated by what drives people. Whether it’s why we’re drawn to dupe products or how we build loyalty to brands, I study the moments where psychology, identity, and culture meet. My work blends deep academic research with real-world application because insight should never stay in the ivory tower. It should shape how we live, shop, and feel.
Dr. Mehdi is a consumer behavior researcher and brand strategist with more than a decade of experience in marketing and aesthetics. Her work examines how people make decisions, especially in the beauty space, where trust, identity, and ethics intersect.
She earned her Doctorate in Business Administration from Temple University with a focus on behavioral research and market perception. Her dissertation, The Dupe Effect, explored the psychological and ethical drivers behind the rising demand for dupe products, offering new insight into how modern consumers navigate value, authenticity, and social influence.
Issra is also the co-founder of Arsina Beauty, a clinically inspired bodycare brand rooted in research and designed to bridge the gap between aesthetic treatments and everyday access. Her approach combines academic rigor with industry insight, bringing a data-informed, consumer-first lens to both product development and brand storytelling.