Morocco might be known for its sensual scents of orange blossom and rose-water, but it's the country's rich heritage of traditional beauty rituals that first motivated Hind Sebti to create her own skincare brand. Confronted by the 'all-head, no-heart' ethos apparent in the skincare products she encountered during her 20-year career in the beauty industry, Hind saw an opportunity to create a range of science-led formulas that elevated self-care into joy-filled and result-producing routines. She seized the opportunity and whind was born.
Armed with her vast experience in the industry, plus her intimate knowledge of Morocco's beauty, Hind created a range of transportive and sensual skincare formulas that celebrate the joy of skincare routines while delivering highly effective results. Here she tells us about the places she always makes a beeline for when in Morocco, where to find the best mint tea in Tangier and the traditional Moroccan beauty tips we should be giving a whirl on our trip.
Discover Morocco's best-kept beauty hotspots with whind founder Hind Sebti
What do you love about Morocco?
It's my home. The country gave me everything and has made me who I am. Morocco is also where I learnt about beauty: the beauty of architecture, craftsmanship, heritage, tradition and ritual. From Morocco's breathtaking coastal towns, imperial medinas and ancestral modernity to the famed generosity and happiness of its people, the magic of my native country has left a warm imprint on my soul that I'll always carry with me.
How has Morocco inspired you?
My vision of beauty as a happy and grounded glow "from the inside out" was inspired by Moroccan culture and traditions. When it came to the sensorial experience of our products, Morocco was also my natural inspiration. I wanted to incorporate soul-lifting scents like amber, orange blossom and rhassoul clay that were familiar to me and would create a transportive experience.
How would you describe your beauty brand?
We stand as an antidote to cold, functional and soulless skincare products by promoting a warm glow that radiates from the inside out. In crafting high-performance formulas that blend science-led innovation with tantalising textures and intoxicating scents, we built a range of products that are both addictive to use and which deliver extraordinary results.
Talk us through an ideal day in your spiritual hometown, Tangier. Where should we stay and where should we stop for a mint tea?
I love Tangier. I spent all of my summer holidays there until I was 19, but I haven't been back in years. I miss it hugely.
To sleep, I would recommend La Maison de l'Eléphant Blanc for its spectacular views of the sea and stunning Moroccan-Mediterranean interiors.
For the sweetest mint tea in town, head to the iconic Al Haffa Café, which overlooks the Bay of Tangier. It boasts superlative views of the city and always draws an eclectic mix of people, spanning rock stars to politicians and everyone in between.
What are your must-visit markets in Tangier? Is there a secret stall we should know about?
I always look out for the old bookshops hidden in little openings in the walls of the old medina's maze of streets. They sell treasured old English, French and Spanish books that tell wonderful stories of the people of Tangier, with many of them having been handed down over generations.
What's the best day trip within easy reach of the city?
The wild and seemingly endless Mediterranean beaches.
You grew up in the imperial city of Meknes, a former capital of Morocco. What should we do here for a culture fix?
The old town is a Unesco World Heritage site and has been preserved very well. It's definitely worth getting lost in the endless warren of small streets in the medina, with a mandatory stop at the spice market. Merchants will offer you a glass of mint tea or a handful of dates as you stop to catch your breath and watch the world go by.
How has Morocco influenced your groundbreaking concept of Warm Science™?
Growing up in Morocco taught me that beauty is just as much about how it makes you feel as about how it makes you look. It shouldn't be a chore, but a ritualistic moment of self-care that allows you to glow from the inside out. This mindset is what inspired me to add the warmth to our science-led formulas in order to create products that people will love, and therefore use every day.
Talk us through your ideal wellness weekend In Morocco. Where are your favourite spas?
I love Mazagan Beach Resort on the Atlantic coast. It's conveniently only about an hour south of bustling Casablanca - the beaches there are often deserted and the resort's spa has blissful views across the ocean.
A traditional Moroccan hammam treatment is also unmissable - I love the Carita Hammam & Spa in Casablanca for a truly indulgent experience.
Any other tips for a rejuvenating weekend?
Escape to Ifrane, one of the loveliest villages in the Atlas Mountains. It's snowy and picture-perfect in winter, and delightfully refreshing in summer.
Where can we find the best hammam in Morocco?
There are so many wonderful hammams across Morocco, but La Mamounia in Marrakech is particularly magical.
We're on the hunt for traditional Moroccan craftsmanship. Where should we go?
I'm also very excited about a new generation of young entrepreneurs we've been featuring in our whind spotlight - a programme we've set up to showcase local talent carrying the torch for timeless Moroccan craftsmanship with a contemporary edge.
Where's next on your Morocco hit list?
Dakhla, in southern Morocco.
One beauty tip we must try on our next trip to Morocco?
Buy a fresh bottle of orange-blossom-water and splash it generously onto your skin when in need of a pick-me-up, or soak some rose-water onto your eyes with bamboo pads for a moment of pure relaxation.
A whind beauty product we shouldn't forget to pack in our makeup bag?
Marrakech Light Illuminating Magic Oil - a multitasking oil that nourishes the face and hair and highlights cheeks, lips and eyelids for the perfect makeup base.
Finally, which whind products should we pop in our carry-on for our next Moroccan getaway?
Our dreamy Oasis Fresh Dissolving Jelly Cleanser, for a super-effective yet gentle cleanse. I'd also recommend our Sahara Silk Vanishing Cream Exfoliator to detox pores and polish your skin ready for the magical Moroccan light. Our highly sensual and nourishing Kasbah Moonlight Transforming Cream to Oil Nightly Mask is another travel must-have - stash it in your carry-on and apply generously on long- and short-haul flights.