Latest / Skin Anarchy / Hind Sebti, Founder of whind

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Hind Sebti, Founder of whind · Skin Anarchy

• 0:00
  SPEAKER_01: Hey guys, it's like that.
• 0:02
  SPEAKER_01: So I just wanted to pop in right before episode and share that if you go to wing.com and enter anarchy 10 at checkout, you will get 10% off any order that you place on the website.
• 0:13
  SPEAKER_01: This is a phenomenal line.
• 0:15
  SPEAKER_01: I think you guys are gonna love this episode coming up.
• 0:17
  SPEAKER_01: Um definitely check them out.
• 0:19
  SPEAKER_01: And also FYI, we do not get any commissions from this.
• 0:22
  SPEAKER_01: I just wanted to offer it as a treat to all of our listeners, and also so you can check out this crazy good line.
• 0:27
  SPEAKER_01: So Anarchy10, all one wordwind.com.
• 0:31
  SPEAKER_01: Stay tuned.
• 0:36
  SPEAKER_01: Hi guys, welcome back to Skincare Anarchy.
• 0:38
  SPEAKER_01: This is your host, Ekta, and today I have an awesome, awesome founder with me and her to talk about her brilliant line.
• 0:46
  SPEAKER_01: So without further ado, I want to introduce you guys to Hind Septi, who is the founder of Wind Skincare.
• 0:52
  SPEAKER_01: So welcome to the show, Hind.
• 0:53
  SPEAKER_01: I'm so excited you had the time for this.
• 0:56
  SPEAKER_00: Oh, hi guys.
• 0:56
  SPEAKER_00: Hi Ekta, thank you so much for having me.
• 0:59
  SPEAKER_01: It's truly my honor.
• 1:00
  SPEAKER_01: Um, I would love to get started if you could tell us a little bit about yourself and your background in uh beauty and skincare and just really what got you started.
• 1:09
  SPEAKER_00: All right, so I'll uh try and do not too much of um of a so I start with saying I'm Moroccan.
• 1:16
  SPEAKER_00: I was born in Morocco and I'm also French and British.
• 1:18
  SPEAKER_00: I've been kind of traveling around the world.
• 1:21
  SPEAKER_00: I've been in the beauty industry for 20 years, and beauty has always been my passion in a very early age, growing up in Morocco, where beauty is is everywhere.
• 1:32
  SPEAKER_00: Um, in not just how it makes you look, whatever that might be, but also how it makes you feel.
• 1:37
  SPEAKER_00: Uh so I was very lucky that I could start a career in the beauty industry.
• 1:41
  SPEAKER_00: I started first in Paris at Proctor and Gamble and then moved on to London.
• 1:48
  SPEAKER_01: Yeah, in my in undergrad.
• 1:51
  SPEAKER_00: All right, in Cincinnati.
• 1:53
  SPEAKER_00: I only visited once in Cincinnati.
• 1:55
  SPEAKER_00: I so yeah, I spent 10 years at Procter Gumble, all of it in Paris, and some of it actually in London as well.
• 2:00
  SPEAKER_00: And I worked into the beauty brands, so Olay, nice and easy, you know, Pantin, you name it.
• 2:06
  SPEAKER_00: And it was it was a great ride, and it was a fantastic company and fantastic brands.
• 2:10
  SPEAKER_00: And then I moved on to L'Oreal when I was in London, and again, more beauty brands and L'Oreal Paris, Maybelline, Redken, Puroogy, and I did the usual, you know, corporate career path.
• 2:22
  SPEAKER_00: I started as a product manager, then brand manager, and then general manager.
• 2:26
  SPEAKER_00: And my last role, I was general manager for Maybelline and Essie uh here in D UK.
• 2:32
  SPEAKER_01: Wow, that's that's really, really impressive.
• 2:34
  SPEAKER_01: And I feel like, you know, and correct me if I'm wrong, all the great ideas start in Paris, I feel like.
• 2:40
  SPEAKER_00: I mean, I mean, it's uh in in the big cities, I think, because this is where you have the the kind of the widest mix of people.
• 2:46
  SPEAKER_00: I think when there is uh quite a diversity of people together, this is where a lot of the ideas, the trends, and so on are born.
• 2:53
  SPEAKER_00: So yeah.
• 2:54
  SPEAKER_01: Yeah, yeah, absolutely.
• 2:56
  SPEAKER_01: Um, now I want to talk about your skincare journey because I want you to tell me what led you to really um the way that you created wind, you know, with the products that you created.
• 3:06
  SPEAKER_01: Like what were the like the concerns that you were keeping in mind?
• 3:10
  SPEAKER_00: Absolutely.
• 3:11
  SPEAKER_00: So in my in my career as kind of a beauty um industry, you know, person, I worked on all the categories, but I always loved skincare.
• 3:20
  SPEAKER_00: Skincare, we know we always have a favorite category, maybe because my first brand in beauty was Olay.
• 3:26
  SPEAKER_00: I don't know, but I always had this skincare is the category that always attracted me the most.
• 3:30
  SPEAKER_01: So both as a I love Oray, by the way, the classic Olay bottle on a vanity is like there's nothing like it.
• 3:37
  SPEAKER_00: I mean, it's an iconic brand.
• 3:38
  SPEAKER_00: I love the skin you're in and all that good stuff.
• 3:40
  SPEAKER_00: I I uh I really enjoy that's what I learned most of it, uh to be honest.
• 3:45
  SPEAKER_00: And yeah, so skincare has always been the category that always attracted me the most as a professional and as a consumer, and I think because it's kind of so it's the one of the most intimate beauty categories, I think, and one of that is this kind of bridge between how you look and how you feel, yeah.
• 4:01
  SPEAKER_00: And perhaps, and perhaps it is my also my Moroccan background.
• 4:04
  SPEAKER_00: I mean, I grew up in Morocco, I was there until I was 17, and and I said earlier in Morocco, beauty is everywhere, but it's also in it's it's everywhere in the ordinary things in life.
• 4:14
  SPEAKER_00: So even when it comes to beauty, so beauty is not is a ritual and it's something that is important, it's a moment for you, it's a moment of self-care.
• 4:24
  SPEAKER_00: I mean, I grew up, and uh you know, and I remember all those hamam moments.
• 4:28
  SPEAKER_00: I don't know if you've been to one is those Moroccan spas.
• 4:31
  SPEAKER_00: Oh, yes, yes, yes, yeah, or more like bathhouses back in the day, where you kind of go to and it's kind of a shared moment because you don't go alone, you go with your mom, your aunts, and and so on.
• 4:41
  SPEAKER_00: So, this moment of you know sharing, of warmth, of ritual, of taking time for yourself, I always had that with me.
• 4:48
  SPEAKER_00: So when I left Morocco and I went to to Paris and then London, I learned another kind of beauty, right?
• 4:55
  SPEAKER_00: Which was kind of more science-led and more ingredient-led and documented, and I loved that as well.
• 5:00
  SPEAKER_00: I'm also kind of my background is more in science, so I have a high respect for you know my the rational in me to go, yes, this product works because this is how it's formulated and this is what it does.
• 5:11
  SPEAKER_00: So I grew up and I built on the science thing as well.
• 5:15
  SPEAKER_00: And I think just a few years ago, uh I was looking at the kind of the landscape and the beauty industry, and I felt personally that something was missing.
• 5:23
  SPEAKER_00: And what was missing, uh, if I have to summarize, is I would I would say beauty has become all head and no heart.
• 5:32
  SPEAKER_01: Yeah, right.
• 5:33
  SPEAKER_00: So you would especially in skincare, you would look at shelves and you will have a lot of um, you know, it's a bit cold.
• 5:40
  SPEAKER_00: And by saying cold, it's not a negative at all.
• 5:43
  SPEAKER_00: It's kind of more of a statement of how it is, right?
• 5:45
  SPEAKER_00: It's more straightforward and functional.
• 5:47
  SPEAKER_00: Problem, solution, ingredients, benefits.
• 5:51
  SPEAKER_00: Um, this is the list of no-nos.
• 5:53
  SPEAKER_00: This is what this product doesn't have versus what it actually does for you.
• 5:57
  SPEAKER_00: And that was fine.
• 5:59
  SPEAKER_00: And I think it was, but it was capturing.
• 6:01
  SPEAKER_00: I think that part of consumers and the market that is looking for that was really very well captured for over the last um few years.
• 6:09
  SPEAKER_00: But I felt that the heart was missing, that beauty that would make you feel something was missing.
• 6:15
  SPEAKER_00: Yeah, and I was kind of personally almost like trying to mix two of my own personal histories.
• 6:23
  SPEAKER_00: One that is, you know, I believe in science and ingredients and formulations and stuff that works, right?
• 6:29
  SPEAKER_00: Yeah, and I also love the sensoriality of rituals, like in Morocco.
• 6:34
  SPEAKER_00: I mean, that delicious scent of orange blossom, the softness of that rasul clay, the time, you know, how you apply it.
• 6:41
  SPEAKER_00: And I thought, why would you compromise?
• 6:43
  SPEAKER_00: Why would you choose one or the other, right?
• 6:47
  SPEAKER_00: And that was also educated by something that I was told in those very early days when I was learning skincare with uh, you know, fellow uh chemists and doctors and so on.
• 6:56
  SPEAKER_00: And I asked the question 20 years ago to say, does do skincare products work?
• 7:01
  SPEAKER_00: And I remember this wonderful lady who said, doctor, who said, you know, the only skincare that works is the one that you actually use consistently.
• 7:10
  SPEAKER_00: Yeah, and that's stuck with me, right?
• 7:12
  SPEAKER_00: Yeah, it stuck with me.
• 7:14
  SPEAKER_01: Well, you're a scientist, you're a scientist, you know, so yeah, I get it.
• 7:18
  SPEAKER_00: But you know, it stuck with me.
• 7:19
  SPEAKER_00: And I thought, you know, and then when I looked at the data, I mean, over the years, and we know that the number one reason for skincare to work is compliance, and also the number one medicine, right?
• 7:30
  SPEAKER_00: Like all medicine, yeah, like everything, yeah.
• 7:33
  SPEAKER_00: And and and at the same time, the number one reason why people stop being compliant in their skincare routine is because they don't like the experience, they don't like the texture, they don't like the scent, oh, this mask is too sticky, I don't want to go to bed with it every night.
• 7:49
  SPEAKER_00: This serum smells a bit odd.
• 7:51
  SPEAKER_00: I don't enjoy having it on my face every day, and therefore you never see the results, and there's a dissatisfaction, and so on.
• 7:57
  SPEAKER_00: So, really, what I wanted to create from a product point of view is the best of both worlds, high performance products that are formulated the right way to deliver a specific benefit and infuse them and dress them up in the right delivery system, right?
• 8:11
  SPEAKER_00: The right um texture, the right scent.
• 8:15
  SPEAKER_00: So you not only enjoy using them on the spot, and it's a moment of self-care.
• 8:20
  SPEAKER_00: And I believe that self-care is key to how you look and feel beautiful as well.
• 8:25
  SPEAKER_01: Yeah.
• 8:26
  SPEAKER_00: Also, you will like them so much that you will use them every day till the last job.
• 8:31
  SPEAKER_00: And by using them every day till the last job, you will see even better results.
• 8:34
  SPEAKER_00: So that was the philosophy, and we called it warm science, because I didn't want to say we're just doing indulgence.
• 8:42
  SPEAKER_00: There are brands that are doing indulgence and sensority very well.
• 8:45
  SPEAKER_00: I want you to do both.
• 8:47
  SPEAKER_00: I wanted to say this product works, and on top of that, we'll give you an amazing experience to actually see, get a chance to see it really work for you because you use it consistently.
• 8:57
  SPEAKER_01: Well, you know, Hind, I I want to say this that, you know, when it comes to brands that are founded on this cultural foundation, right?
• 9:05
  SPEAKER_01: Of a different culture, um, I think it's very important for us to like stay true to that culture.
• 9:10
  SPEAKER_01: And I think that you've done a beautiful job with with your brand because, you know, when I think of Morocco and my experiences, I think of, you know, just beauty, like beautiful oils, beautiful, like luxurious, simple things that work, you know what I mean?
• 9:26
  SPEAKER_01: And I I feel like every time I use your line, that feeling comes out.
• 9:30
  SPEAKER_01: And so I want to talk to you about how you preserve that cultural aspect um and then also create a product that everyone can identify with.
• 9:39
  SPEAKER_01: Like how how was that, that journey?
• 9:41
  SPEAKER_00: Yeah.
• 9:41
  SPEAKER_00: I mean, and it's and it's a and and thank you for this question because often when people ask me, is wind a Moroccan brand, I say wind is a more is a brand by a Moroccan woman for the world, right?
• 9:53
  SPEAKER_00: Yeah, yeah.
• 9:53
  SPEAKER_00: It's not a Moroccan brand in a sense where I didn't, you know, this is not my grandmother's recipe that I'm giving you in a bottle or Moroccan like beauty secrets, like here's pure argan oils, or here's orange uh blossom water, and so on, right?
• 10:10
  SPEAKER_00: There are brands that are doing that.
• 10:12
  SPEAKER_00: I wanted to do something a bit different.
• 10:14
  SPEAKER_00: I wanted to bring a new point of view in beauty that is born in Morocco, but for the world, you might not know Morocco or not, it doesn't make a difference.
• 10:22
  SPEAKER_00: But if you're looking for a joyful beauty ritual, skincare ritual that works for you, this brand will do it for you.
• 10:29
  SPEAKER_00: And the inspiration, how we infuse this um this into it, and it's and it's quite odd because, and I have to confess that after 20 years in the industry when I launched Wind, I thought I was ready.
• 10:42
  SPEAKER_00: I thought I was ready because I've done the operational side of things many, many times over.
• 10:47
  SPEAKER_00: But what I was not ready for the emotional side of it, how it made me feel, you know, really something so personal.
• 10:55
  SPEAKER_00: Because 20, like all my career, it's it's head, right?
• 10:58
  SPEAKER_00: Is you make decisions, it's rational, you know what works, and so on.
• 11:01
  SPEAKER_00: And when I was creating wind, I was putting, you know, some of me in it as well, what I believe, my vision of beauty, my own personal experience, and so on.
• 11:11
  SPEAKER_00: And it made me and it surprised me because it made me feel vulnerable, it made me feel emotional, and um and I think it's just and I had to do this own arbitrage between my head and my heart, right?
• 11:26
  SPEAKER_00: And go, this is what I think and this is what I feel, and then come to a place where this is what's the right thing to do.
• 11:33
  SPEAKER_00: So that's kind of uh, you know, that was the surprising element of the journey.
• 11:37
  SPEAKER_00: But going back to the formulation, for me, the first negoti non-negotiable has always been performance, right?
• 11:43
  SPEAKER_00: Yeah, and I was like, and we start as you know, you know, formulas start with what do we want this to deliver, right?
• 11:50
  SPEAKER_00: So I don't say I want this ingredient in it, I say I would love this oil, if I have to quote Mahrakesh oil, to say I want a super fast absorbing oil that's immediately sinks into the skin, no residue that is non-comedogenic, but but also kind of gives you that nourishment that lasts and that kind of sheer glow that you can see but that you cannot feel sitting on your skin.
• 12:15
  SPEAKER_01: Right.
• 12:16
  SPEAKER_00: All by having this subtle scent that is not too earthy that some oils can have, like argan and so on, but something that gives you a bit of that warmth and kind of a bit of that spice.
• 12:27
  SPEAKER_00: Same for the exfoliance, which is a bit more complicated formulation.
• 12:31
  SPEAKER_00: We said, you know, what we want is an exfoliance that is gives you the softest, um uh brightest skin, but also a nourished one.
• 12:42
  SPEAKER_00: How can we deliver that end benefit for the consumers?
• 12:45
  SPEAKER_00: And the chemists we work with go and formulate, and part of the ingredients that they look at for efficacy, some of them are Moroccan-born.
• 12:53
  SPEAKER_00: So, for example, Sahara silk is, I mean, we call it a triple action exfoliant because you have rice bran who gently kind of remove uh polish the surface of the skin.
• 13:04
  SPEAKER_00: You have uh pomegranate enzymes uh at concentration that is equivalent to 5% glycolic, who lose on the skin, dead skin bones and and so on, and help shed kind of those uh dead skin cells.
• 13:15
  SPEAKER_00: But it also has Rasool clay, which is native to Morocco, and it's a clay that is super powerful or super strong, super good actually.
• 13:23
  SPEAKER_00: Yeah, I've actually I've heard of this clay.
• 13:25
  SPEAKER_00: Yeah, it's it's yeah, it's a beautiful ingredient.
• 13:27
  SPEAKER_00: Yeah, yeah, and you know, Rasul, the name is the Arab word, is clean, is to clean.
• 13:31
  SPEAKER_00: So it's it's a super deep cleanse.
• 13:34
  SPEAKER_00: So you're having an exfoliant that's you know polishes, loosens kind of um dead cells, bones, and also uh deeply cleanses.
• 13:42
  SPEAKER_00: So it does all of this, so that's why we call it triple action exfoliant.
• 13:46
  SPEAKER_00: And the inspiration, they were like, we have this amazing ingredient, Rasul.
• 13:49
  SPEAKER_00: How can we include it in the formula?
• 13:50
  SPEAKER_00: And this is why how it's made it a triple action exfoliant.
• 13:54
  SPEAKER_00: And then as we're looking at nourishment, I was like, I personally love, you know, the I love the benefit of using exfoliants, but I don't like how the skin sometimes feels uh like stripped down or slightly attacked.
• 14:07
  SPEAKER_00: And I said, I would love to have an exfoliant that makes also your skin look nourished because if it's nourished, it will be even more glowy.
• 14:13
  SPEAKER_00: And this is where in the formulation the chemist was like, What about argan oil?
• 14:17
  SPEAKER_00: How do we make this base that is oil rich so you have the nourishment where you have your mask on?
• 14:23
  SPEAKER_00: And uh and I loved that story.
• 14:25
  SPEAKER_00: And when they formulated it, it was um, I was like, that that is a great, uh, that is a great texture, it is a great experience, and it's a great end result.
• 14:34
  SPEAKER_00: So it's one where starting with the formulation, they included some ingredients that are more native to Morocco.
• 14:41
  SPEAKER_00: And when it came to the rest of the sensoriality, because of course it's about the texture and so on, they were like, which scents should we like um should we infuse it with?
• 14:51
  SPEAKER_00: And I was thinking, and for these two first products, I really wanted to bring this feeling of warmth.
• 14:57
  SPEAKER_00: So I thought of amber, which is very iconic in this part of the world and very, very used at skincare.
• 15:03
  SPEAKER_00: I said amber is soothing, um, you know, amber is warming, it's hype, it's hypnotic, it's a bit magical.
• 15:08
  SPEAKER_01: Yeah, even when I think of the word amber, you know what I mean?
• 15:11
  SPEAKER_01: Like the association in my mind, it's just calmness, beautiful, radiant.
• 15:16
  SPEAKER_01: You know, I love it.
• 15:17
  SPEAKER_00: I love it.
• 15:17
  SPEAKER_00: Yeah, and I thought, you know, and how can we have like a natural scent of that in the formula to give that experience?
• 15:23
  SPEAKER_00: So this is how we when we formulate, we look at, you know, what is the best formulas and ingredients and blunts to do it?
• 15:31
  SPEAKER_00: Sometimes we use local ingredients like argan, rasulke, and so on.
• 15:35
  SPEAKER_00: Sometimes we use ingredients that are more evocative of the sensoriality, right?
• 15:39
  SPEAKER_00: In terms of this is orange blossom or rose water, and it's supposed, you know, it's inspired by a ritual, and we just modernize it.
• 15:48
  SPEAKER_01: Yeah.
• 15:49
  SPEAKER_01: Yeah.
• 15:50
  SPEAKER_01: But how do you like how does modernization work though for ingredients?
• 15:55
  SPEAKER_00: Uh it's it's how you use it.
• 15:56
  SPEAKER_00: So it's inspired by a ritual.
• 15:58
  SPEAKER_00: If I if I use one, I would say we have um rose water, right?
• 16:04
  SPEAKER_00: Which is kind of a staple of, you know, we use it to refresh, we know it's kind of very soothing, and you would splash it.
• 16:10
  SPEAKER_00: The way we use it in Morocco is you splash it to kind of refresh throughout the day.
• 16:14
  SPEAKER_00: And I was thinking this whole refreshing is great when you have a mist or something like that.
• 16:19
  SPEAKER_00: But could we have, I wish this first burst or first splash of rose water that I put on my skin in the morning would last all day long.
• 16:27
  SPEAKER_00: And I have that long-lasting dewiness and hydration.
• 16:31
  SPEAKER_00: So we take the inspiration from rose water and we turn it into a day cream, for example, right?
• 16:37
  SPEAKER_00: Oh and that's how I call modernizing is getting inspired by something, by a gesture, and and put it in a format that is more adapted to um, I would say, day-to-day life.
• 16:49
  SPEAKER_01: I love that.
• 16:50
  SPEAKER_01: I really love that.
• 16:50
  SPEAKER_01: And I think I can appreciate it more than the average consumer because you know, having an Indian background and you know, I've traveled the world and I've I've loved so many different cultures in that area, you know, of the world that I hate seeing brands, beauty brands, take from a culture and not give credit.
• 17:08
  SPEAKER_01: So I want to really commend you on the fact that, yeah, okay, you know, everything is it it's very, very, you know, derived in the like from the heart sense from this culture of Morocco, but you're also adding to it, but you are staying true to that culture and you're you're paying homage to that culture.
• 17:24
  SPEAKER_01: And that's so important to me, you know what I mean, as a consumer.
• 17:27
  SPEAKER_01: Like, I don't want to see a random, you know, person make a Moroccan-inspired product that has no idea about the culture, that has no idea about the beauty rituals in that country.
• 17:37
  SPEAKER_01: You know what I mean?
• 17:38
  SPEAKER_01: So, like that for me as a consumer, I think that's an extremely um, you know, huge point that I think is very important.
• 17:45
  SPEAKER_01: And now, you know, I want to ask you because I know you don't have a lot of products in your range, and I really love that because um, you know, and I a lot of consumers these days are are gravitating towards a minimum minimalistic approach to their skin health.
• 17:59
  SPEAKER_01: So um one of my favorite products that I've tried is obviously, you know, um your the the exfoliator that you have.
• 18:06
  SPEAKER_01: So, how long did it take you to make that?
• 18:08
  SPEAKER_01: Because it's the best exfoliator.
• 18:10
  SPEAKER_01: Like, like I I absolutely love it.
• 18:12
  SPEAKER_01: My skin feels like a baby soft skin after I use it.
• 18:15
  SPEAKER_00: So I want I want to know all about that product.
• 18:17
  SPEAKER_00: Oh, that product I am obsessed with.
• 18:20
  SPEAKER_00: Um I have to say, that product I was very lucky to uh partner with a chemist that is also a poet, you know, that got me.
• 18:30
  SPEAKER_01: So I love that.
• 18:33
  SPEAKER_01: That reminds me of Urdu.
• 18:34
  SPEAKER_01: Like Urdu, when I think of Urdu, I think, anyways, I'm I'm gonna go all the way.
• 18:37
  SPEAKER_00: But yeah, but for me, that was that was amazing because, like I said, this brand is very personal to me.
• 18:44
  SPEAKER_00: So I, you know, when we do the brief, like when I did the brief of the product, it was literally that I was like, listen, bro, exfoliant is super important to me and is a key step in uh in that wind the glow that we want to create, right?
• 18:57
  SPEAKER_00: If you I mean it's it's the converse, right?
• 19:00
  SPEAKER_00: And and I said, and you know, I want something that is and that works, that is gentle enough that you could use every day, but it still works amazingly well if you just use it once a week.
• 19:11
  SPEAKER_00: So the gentleness was important.
• 19:14
  SPEAKER_00: The um the the kind of the multi-benefit action of it was important because I wanted to be like a one-stop shop, not a product that you add on top of something else that it's sufficient by itself.
• 19:24
  SPEAKER_00: And also, I wanted the sensoriality.
• 19:28
  SPEAKER_00: I was like, I want to exfoliate and maybe just use that, right?
• 19:32
  SPEAKER_00: Not have to, you know, have to put kind of some um you know cream just after that because my skin is a bit uh feels a bit uh a bit tight and things like that.
• 19:41
  SPEAKER_00: And we brainstorm, and he was a poet in a sense where he thought about the formulation.
• 19:45
  SPEAKER_00: He said, I he he knew of Morocco uh quite a lot, and he said, you know, Rasul is an ingredient that is amazing, but is never used like that, it's never used in products like this.
• 19:55
  SPEAKER_00: How about we mix these ingredients together?
• 19:57
  SPEAKER_00: And the and I think the first submission he gave me, I fell in love.
• 20:01
  SPEAKER_00: I mean, we had to go through a few iterations to get just you know the concentrations right and all this kind of thing, but the foundation of it, which is the um you know the main ingredients was already there.
• 20:14
  SPEAKER_00: So yeah, the main thing we changed was rice brans because we tried other ingredients to give the same of that polish, you know, that's gentle polish.
• 20:23
  SPEAKER_00: But um, I think we went back to rice bran because it was really the gentlest, and I didn't want to have anything that would be even remotely aggressive um to the skin.
• 20:32
  SPEAKER_01: Yeah, and rice has been used for centuries in like different rituals across the world for beauty.
• 20:37
  SPEAKER_01: So I love that.
• 20:38
  SPEAKER_01: I love that you stuck to that.
• 20:39
  SPEAKER_00: Yeah, yeah, and I think and that's how we and how that's how we did this.
• 20:42
  SPEAKER_00: And I think every product was a bit like that, and it was an inspiration, even when I say about you know, um, about um about poetry, because I also was using my my head and my heart to say, okay, I want an exfoliant that does X, Y, and Z, which is you know, brightening, softening, also nourishing.
• 21:00
  SPEAKER_00: And at the same time, I would tell him, you know, what inspired me is like those Sahara, this, you know, the desert dunes, how soft they are, and that light.
• 21:10
  SPEAKER_00: Oh my gosh.
• 21:11
  SPEAKER_00: So that's why we call the product Sahara Silk, because I wanted to name it after a place, which is what you your point paying homage to the place that that inspired it.
• 21:20
  SPEAKER_00: So it's called Sahara Silk, and silk is the benefit, it makes your skin as soft as silk and as bright as Sahara morning.
• 21:29
  SPEAKER_00: So here's that.
• 21:30
  SPEAKER_00: Everything is in the name.
• 21:31
  SPEAKER_00: So um I love that.
• 21:33
  SPEAKER_01: I love that.
• 21:33
  SPEAKER_01: So that's really that truly is poetic.
• 21:35
  SPEAKER_01: That's beautiful.
• 21:36
  SPEAKER_01: I love that.
• 21:37
  SPEAKER_01: Um, you know, I know, you know, you you really, really need to make a body size version of that product.
• 21:44
  SPEAKER_01: I'm telling you, kids.
• 21:45
  SPEAKER_01: Honestly, I will be your first consumer.
• 21:47
  SPEAKER_01: I'm not gonna, because it makes my face like everyone listening out there, like you guys have got to try this product.
• 21:53
  SPEAKER_01: Like it's for me, it's replaced cleansing in such a unique way because, you know, like the you remember the whole double cleanse fat?
• 22:00
  SPEAKER_01: That was going on for a while.
• 22:01
  SPEAKER_01: Well, I don't do any of that.
• 22:03
  SPEAKER_01: So, what I do is like for me in the morning, I will use this product, and my skin is perfect.
• 22:08
  SPEAKER_01: That's all I need.
• 22:09
  SPEAKER_01: And it's nourished and it's soft.
• 22:11
  SPEAKER_01: And I don't feel like I need to add like a million serums on top.
• 22:14
  SPEAKER_01: You know what I mean?
• 22:15
  SPEAKER_01: And like to just to get it back to that buoyancy and that that feeling that us that your skin should have.
• 22:21
  SPEAKER_01: So, you know, when I find a product like this, I think, you know, obviously it's multi-use.
• 22:26
  SPEAKER_01: And I and I immediately think, well, where else can I use this on my body?
• 22:30
  SPEAKER_01: You know, and so like I think it would be really cool if you made a huge size of it.
• 22:35
  SPEAKER_00: Yeah, but this is, I mean, it's it's funny when you mentioned that, but one of the versions that um that we were working on that I um that we didn't launch because I thought the grain, like the this was not rice brands, it was another um another polishing ingredient.
• 22:48
  SPEAKER_00: I thought was amazing uh because of the story behind that ingredient and so on.
• 22:53
  SPEAKER_00: And I automatically told, you know, the conversations like this is a body product, this is the version for the body because you will need kind of slightly more um you know, more strength in the polishing and so on.
• 23:04
  SPEAKER_00: But absolutely, I am with you.
• 23:05
  SPEAKER_00: This is that was exactly my second thought after my absolute of this product.
• 23:09
  SPEAKER_00: How can I get a body, a full body size?
• 23:12
  SPEAKER_00: So watch this space.
• 23:13
  SPEAKER_01: Yeah, yeah.
• 23:14
  SPEAKER_01: No, I'm gonna keep an eye out for that.
• 23:16
  SPEAKER_01: Um, now I know you guys are coming out with some amazing stuff in the near future.
• 23:20
  SPEAKER_01: Um, I don't know much about it, but I'd love for you to share any details you can with our with our listeners uh about what they can look forward to from the brand.
• 23:29
  SPEAKER_00: I think the the the brands I talked about, the product and kind of the the performance and some reality at the service of superior performance, so to speak, and this warm science, and it's very product.
• 23:40
  SPEAKER_00: But at the end of the day, with wind is the what is the benefit, what is the beauty point of view that we wanted to bring?
• 23:47
  SPEAKER_00: And that is a glow, right?
• 23:48
  SPEAKER_00: It's a glow inside and out.
• 23:51
  SPEAKER_00: And by um, so when we look at the products we have, uh we don't have any, I we will not gonna have any products, we're not gonna call out things like anti-aging, anti-dark spots, anti-anti um that's something I believe in.
• 24:06
  SPEAKER_00: Yeah, yeah.
• 24:08
  SPEAKER_00: I mean, after thousands and thousands, I mean, in the last 20 years, I talked to thousands and thousands and thousands and thousands of consumers.
• 24:13
  SPEAKER_00: Nobody's, I mean, what they say, what they fundamentally want, is they want to look good and feel good.
• 24:20
  SPEAKER_00: They want to have good skin.
• 24:21
  SPEAKER_00: And by good skin, they mean healthy skin, natural glow, and all those kinds of things.
• 24:27
  SPEAKER_00: And wind is a positive brand, so not want to prey on securities or create problems for consumers because I don't not believe in in uh in that in that kind of a narrative, so to speak.
• 24:39
  SPEAKER_00: So, our offer is we do these products so we deliver glow inside and out.
• 24:43
  SPEAKER_00: A glow, a functional benefit of glow, because this is how our products are designed.
• 24:47
  SPEAKER_00: We started with an exfoliance and an oil, because I believe that this combo is almost like a statement of what we would be offering to um to our consumers, right?
• 24:57
  SPEAKER_00: Like there's nothing as glowy as like a skin that has been just exfoliated, and then you add some kind of an amazing like oil on top of it.
• 25:06
  SPEAKER_00: So all the products we're gonna be bringing are building a routine for that consumer that is into that is into that glow.
• 25:14
  SPEAKER_00: So you can imagine how we're gonna complete, you'll need a cleanser, day cream, you know, so you can have um your wind glow ritual without overdoing it.
• 25:24
  SPEAKER_00: So we're not in the you know business of proliferation, it's just building the um, you know, following the light uh with no pun intended.
• 25:33
  SPEAKER_00: I always talk about warmth and light when it comes to wind.
• 25:36
  SPEAKER_00: What light is how the light is reflected on your skin and that glow, that sunlit glow, and how it and the warmth, like it's almost like heart and soul warming.
• 25:45
  SPEAKER_00: So these are the products that are coming, is to help build this routine.
• 25:48
  SPEAKER_00: The next one is gonna be a cleanser, and uh, which is an amazing product.
• 25:52
  SPEAKER_00: I'm so excited to to uh to talk to you more about, which follows exactly the same um philosophy in terms of you know, how can I have uh the most amazing experience while having the most um you know effective cleansing, yet gentle and nourishing for skin that looks bouncy and hydrated just after a simple cleanse.
• 26:16
  SPEAKER_01: Yeah.
• 26:17
  SPEAKER_01: Yeah.
• 26:17
  SPEAKER_01: I mean, I think you've definitely accomplished that.
• 26:19
  SPEAKER_01: And I think, you know, for for me as a consumer, like I when I look at beauty and skincare, I think this is such a great time where you know the two field, like the two areas are really merging into one.
• 26:31
  SPEAKER_01: And this idea of beauty is becoming this, you know, it's like people are realizing that natural beauty is worth talking about and it's worth investing in.
• 26:40
  SPEAKER_01: And, you know, I couldn't agree more.
• 26:41
  SPEAKER_01: And especially when I think of, you know, countries um, you know, such as Morocco and India and and you know, a lot of Asian countries, this idea of natural beauty has always been there.
• 26:51
  SPEAKER_01: You know, it's always been at the heart of um the cultures.
• 26:54
  SPEAKER_01: And and I love that you know, people like you are able to bring this to the West and introduce this like beautiful approach that shows you that you don't need a lot, but you know what you use has to matter.
• 27:04
  SPEAKER_01: You know what I mean?
• 27:05
  SPEAKER_01: Like instead of just blindly buying products as a consumer, like do your homework, do your research, make sure the founder is, you know, someone like you with a background in science, but a background in in this intern, you have an international background, you've seen the world, you've seen what people need for their skin, what they want.
• 27:21
  SPEAKER_01: And I think that that is so important um in terms of consumer decisions, right?
• 27:25
  SPEAKER_01: So it's like I urge everybody out there that's listening that you know, it's more than just skincare, it's it's a statement and it it's it's your own culture, your own culture of self-care that you're investing in.
• 27:36
  SPEAKER_01: So, you know, look into the brands that you're buying because that that makes a huge difference.
• 27:42
  SPEAKER_00: I think there's also that moment of for me, skincare, and what always loved about it is this how it makes you not just look but feel, and it's that moment of connection with yourself.
• 27:52
  SPEAKER_00: And when we look back at the last year we've all had, uh, I mean, I'm lucky enough that I um don't live in Morocco, but I can go back quite frequently.
• 28:00
  SPEAKER_00: Well, I used to go back quite frequently to see my family, but I obviously I couldn't over the last year, and I felt it, right?
• 28:05
  SPEAKER_00: Because this is what I used to, you know, to recharge myself and so on.
• 28:10
  SPEAKER_00: But that moment of skincare, I think was very meaningful to me.
• 28:13
  SPEAKER_00: Those five minutes when I'm there with my products and I take the time and I use it and I feel it working and I smell it and I and I feel that I'm doing something good for me was even more priceless the last 12 months than it has ever been before.
• 28:28
  SPEAKER_00: And now is something that I, you know, when I look back, I was like, why did I miss this?
• 28:33
  SPEAKER_00: Because, like I said, my grandmother would say, you know, beauty is not a chore, beauty is an enjoyment, it's not a slice, it's not a functionality, it's not something superficial, it's something that is part of who we are.
• 28:44
  SPEAKER_00: Beauty hasn't been invented by the beauty industry, it has been here for thousands and thousands and thousands of years.
• 28:51
  SPEAKER_00: It's one of the most human needs, right?
• 28:54
  SPEAKER_00: Is to take care of oneself.
• 28:56
  SPEAKER_00: And I think when you take care of yourself and you feel connected to yourself, you know, you this this inside out glow.
• 29:02
  SPEAKER_00: And when when people ask me what is the wind, you know, what the the for me if I have an image that I wanted to almost bottle up in wind is is you know, those summer like afternoons when you're like in Morocco or in any sunny place, whatever, and you take a selfie or somebody takes a picture of yourself, and you go and you look at you, it's like, oh my god, I look so beautiful, and I feel so beautiful.
• 29:24
  SPEAKER_00: I think it's because of two things is because of how the lights or the sunlight just hits rights and reflects on the skin, yeah, but it's also because it's a moment where you are relaxed and happy and grounded.
• 29:36
  SPEAKER_00: So you thank you so much for saying that.
• 29:39
  SPEAKER_01: Yes, absolutely.
• 29:40
  SPEAKER_01: I mean, you're you your whole body reflects in your skin, like it's it's so true.
• 29:45
  SPEAKER_00: Yeah, and that's what I wanted to bottle up and tell people with these products, you have to worry because they're formulated with all the good things you need for your skin and they're science-backed and so on, but they also are not and they also give you a bit of a they're dressed in um in a form, in a story that's also enables you to connect with yourself so you enjoy that moment of self-care, but also you enjoy it so much that you're gonna come back again, again, again, and that product will work with you for you even better.
• 30:13
  SPEAKER_01: So absolutely no, and it shows in your line, and I I've had the privilege of trying some of your you know, some things that are up and coming.
• 30:21
  SPEAKER_01: And I and I can just I honestly I can say that you know, everything that you create, and I can see the the immense amount of work and the the thought and the creativity because it shows it's it shows so easily in your products, and you know, I I haven't enjoyed like like I said, the exfoliation product.
• 30:39
  SPEAKER_01: I haven't enjoyed an exfoliator like that in I don't know how long, you know, and and for me to have to be able to say, okay, this is my daily exfoliator or my every other day exfoliator, I love being able to say that as a consumer because for me, that space has been filled.
• 30:54
  SPEAKER_01: You know what I'm trying to say?
• 30:55
  SPEAKER_01: Like I almost imagine, like as a skincare consumer, there's these like you know, um, the these spaces in my in my you know drawer where I want to put one product and I want to say that's my product that I use for this.
• 31:07
  SPEAKER_01: And I can honestly say you've created a line that lets consumers do that.
• 31:11
  SPEAKER_01: So, you know, I I I really urge everybody out there, you really need to check out Wind.
• 31:16
  SPEAKER_01: Leave us some comments, leave us some feedback.
• 31:19
  SPEAKER_01: If you have any questions for Hind or her team, leave them in the concept art and we will definitely pass them along.
• 31:24
  SPEAKER_01: But um, Hind, I want to thank you so much for your time and your your insight.
• 31:28
  SPEAKER_01: This has been amazing.
• 31:30
  SPEAKER_00: Thank you so much.
• 31:30
  SPEAKER_00: Thank you so much for having me.
• 31:32
  SPEAKER_00: It's been my pleasure and for your kind words.
• 31:39
  SPEAKER_01: Hey guys, so I hope you love that episode.
• 31:42
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• 31:47
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• 31:49
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• 32:04
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• 32:11
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• 32:21
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• 32:25
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• 32:30
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• 32:35
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• 32:42
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• 32:47
  SPEAKER_01: Thank you.