Spotlight on WHIND
Inspired by her birthplace of Morocco, Hind Sebti has created a range that gives skin and soul a feelgood glow, says Gillian Davies
Travelling the world ‘wherever the wind takes me - no pun intended’, Whind founder Hind Sebti is a proud global citizen. A former general manager at L’oréal Paris, Sebti is based in London but her heart belongs in the hammam. It was there, as she was being scrubbed and pummelled on a trip to her birthplace city of Meknes, that the idea behind her new beauty line was born. ‘As I lay there, taking in the smell of the mint, honey, rose and orange blossom, I could feel my emotional baggage dropping away with my exfoliated skin cells. I left with the trademark hammam glow, not just on my skin but in my soul. I realised then that functionality should never be elevated at the expense of joy. The skincare that works best is the skincare you love enough to use consistently.’
Sensorial but rigorously science-led, Whind is a brand that’s happy in its contradictions. ‘A phrase kept springing to mind – to be barefoot and high heeled. With my background, I was never going to make something that doesn’t perform. As much as
I love rosewater, it doesn’t have all the actives my skin needs.’ Sebti’s skincare combines hypnotic scents and melting textures (‘cream transforms into oil, jelly becomes milk and oils turn to air’) with high-performance formulas. Pomegranate enzymes sound more romantic than the average exfoliator, but when used in Sahara Silk Vanishing Cream Exfoliator, the data says they’re as effective at resurfacing the skin as 5% glycolic acid, with ‘an excellent safety profile that doesn’t affect the microbiome’, says Sebti. Marrakech Light Illuminating Magic Oil captures ‘the liquid sunlight of Marrakech at dawn’ but has a carefully calibrated velvet finish that won’t look or feel greasy on the skin. ‘When you enjoy something enough to use it regularly, high performance becomes hyper-performing,’ explains Sebti. ‘We call that “warm science”.’
Future launches will look to other sun-kissed climes, but for now the influence is Moroccan. A deliciously scented orange blossom cleansing gel features brightening niacinamide and plumping glycerine, and a fast-absorbing overnight face mask blends super-hydrating argan oil with botanical antioxidants. ‘I want to recreate the look and feel of a holiday abroad, when you’re basking in a magical slice of afternoon light and the sun curls like butter on your skin. That’s the Whind glow; it can be seen, but also felt.’
Shining a light on artisans is also important to Sebti, who wants to use Whind’s website to introduce businesses such as the women-run Moroccan Birds Jewellery to a wider audience. ‘The idea of an item not looking too perfect because it’s been lovingly handmade appeals to me,’ says Sebti. ‘I chose recyclable packaging to echo that thought. The texture means it looks imperfect, but that doesn’t mean it’s not beautiful.’
If you really want to boost your beauty routine, a serum is essential. Designed to deliver a powerful hit of active ingredients, they use a lightweight, water-based formula that can sink through the epidermis to target specific skin needs – No7’s age-defying ingredients can penetrate your skin 10 surface layers deep. When slotted into your everyday regime, a serum works in harmony with your moisturiser and eye cream to give long-lasting, skin-enhancing results. Not sure where to start? Here’s how to find the one.