Hind Sebti is the founder of whind, whose pioneering new range of skincare products blends science-led innovation with a sensual, Moroccan approach. We talk revitalising jet-lagged skin, the time-honoured rituals of the hammam, and why the beauty industry is in need of a good dose of joy.
17 June, 2021
Light-therapy facial masks, abrasive skin peels, black diamond-infused moisturisers: high-tech beauty has a reputation for leaning towards the clinical, functional and (we think) downright intimidating. Which is where whind comes in. Conceived with the intention of elevating skincare to a joyful, sensual ritual, the sun-kissed brand is fighting the good fight to bring soulful self-care back to bathrooms everywhere.
Having worked at industry big-hitters including L'Oréal Paris, Maybelline and Essie over a career spanning 20 years, Hind Sebti realised that while the science of skincare had come on in leaps and bounds during that time, its clinical functionality had taken much of the fun out of self-care. Determined to celebrate an approach that values glowing from the inside out, Hind looked to her Moroccan heritage to create a range that nurtures both the soul and the senses, as well as the skin.
Here, she chats to us about her unique Warm Science™ formulation philosophy, her own daily beauty routine and the signature product that'll transport us to Marrakech in a bottle.
When it comes to the sensuality of the brand, my natural inspiration is Morocco. Everything from our warm terracotta packaging to our signature orange blossom scent is rooted in the visceral beauty of this immersive country.
In terms of our product formulation, my inspiration always comes from consumer insight, so we only use ingredients that have been clinically proven to be highly effective.
A desire to bring a happier, grounded and more positive vision of beauty to the skincare industry. Our mission is ultimately to elevate our customers' self-care routine to a joyful, sensual ritual that they will look forward to each day.
In Morocco, beauty is about glowing from the inside out, so just as much emphasis is placed on how a skincare product makes you feel as on how it makes you look. This positive self-care philosophy is what taught me that beauty has the power to connect us to ourselves, as well as to others.
We believe that when you enjoy something, you use it all the time, so our high-performance skincare is a powerful form of alchemy that's all about delivering superior performance through joy. The number one reason why customers stop using products is because they don't enjoy the texture or scent, so that's why we focus on the sensorial beauty of Morocco. By wrapping up rigorously science-backed formulas with joyful sensorial experiences, we create a range of hyper-performing products that our customers look forward to using each day.
Science, joy and performance.
I think it comes down to viewing skincare as an opportunity for self-care, rather than as a chore. By pausing and indulging in the sensuality of the experience, skincare can be elevated from a routine into a ritual.
Everything from the packaging of a product to its transformative texture plays such a crucial role in building a ritual, and once this is achieved, it's something that our customers will be excited to indulge in again and again - this consistency is when the real results are seen.
In the morning I wake up and cleanse with Oasis Fresh Dissolving Jelly Cleanser - it's so gentle and fresh. I dampen my face slightly first so that it lathers quickly, and then rinse. I'll then apply a Vitamin C serum, our Marrakech Light Illuminating Magic Oil moisturiser, and an SPF on top.
For my evening ritual, I cleanse with Oasis Fresh Dissolving Jelly Cleanser, but this time I massage it onto dry skin so that the jelly works more like a balm. I'll then add a splash of water to my face to lather the balm into a milk, and then I wipe everything away with a damp flannel or bamboo pad. I apply a toner and either our Sahara Silk Exfoliator for polished skin, or our Atlas Pure Purifying Whipped Clay Mask when I'm in need of a deeper cleanse.
Finally, I always follow this with some lip balm and our Kasbah Moonlight Transforming Cream-to-oil Nightly Mask.
This is a hard one, because all five of our products create the fundamental foundation for a good skincare routine. If I absolutely had to pick one, I would go for our Oasis Fresh Dissolving Jelly Cleanser. Cleansing is one of the most important steps in a routine, and this is a super-gentle formula that is as luxurious and nourishing as a balm, but as effortless to wash off as a gel. Its orange blossom scent also makes it a dream to wake up with.
Yes, definitely. I would say my top four tips are:
My advice would be to exfoliate, nourish and renew. Shed the old and brighten your skin with our Sahara Silk Vanishing Cream exfoliating mask, then nourish with our Marrakech Light Illuminating Magic Oil magic oil, an illuminating and fast-absorbing facial product, before renewing your skin with our Kasbah Moonlight Transforming Cream-to-oil Nightly Mask night treatment.
Consistency is key. Find a product you love - for your skin and your soul - and use it every day.
Marrakech Light Illuminating Magic Oil. Its luxurious, lightweight texture and hypnotic scent leaves you feeling as though you've been kissed by Marrakech's universally flattering light.
