While Moroccan skincare launches have previously teased the global beauty community with variations on ingredients like the revered argan oil, the region’s potential for skincare hasn’t yet had its full share of the spotlight. On a mission to change this is Hind Sebti, launching her skincare brand Whind in the Middle East this month. The Moroccan entrepreneur spent 20 years working at global beauty groups including L’Oréal, and Procter and Gamble before developing Whind, launching earlier in 2021 with a five piece collection. Now available regionally at whind.com, the range includes a cleanser, a facial oil, and a nightly cream to oil mask, all to be used daily, plus two treatments – an exfoliator and a purifying mask.
“I created Whind to fill a gap in the market and address a pressing insight – that beauty has become all head and no heart,” explains Sebti. “Skincare has become a sea of sameness, problem-led as functionality has been elevated at the expense of experience. Whind’s purpose is to provide an alternative solution to this cold perspective of beauty – bringing high-performance skincare through joy.” She says that part of her reasoning behind the launch of Whind is to address why consumers stop using skincare, finding in her research that an unenjoyable experience with scent and texture can sink even an effective product.
Sebti says that she was inspired by the beauty and sensoriality of Morocco, and “the warmth of our Arab culture which has always treasured beauty rituals” to launch Whind with the concept of ‘warm science’. It was important to her to create a Middle Eastern brand that offers the insight of an Arab woman for a global audience. “Morocco taught me that beauty is not only about how you look, but how you feel,” says Sebti. “When it comes to personal care, Morocco taught me the importance of rituals, indulgence and connection – with oneself and others.” The region’s influence is apparent, from the formula that embraces Moroccan ingredients like orange blossom water, to the terracotta-hued packaging and warming amber fragrance. Most importantly, says Sebti, the skincare makes the user feel like they are bathed in the flattering glow of Moroccan light.