Growing up in beautiful Morocco, Hind’s love of beauty date back to her fascination with indulgent Hammam rituals.

Starting a career that spanned over 20 years at L'Oréal and Procter and Gamble in various management roles, Hind led iconic brands such as Olay, as well as cult ones such as Redken to better connect with consumers and deliver market-leading success.

Throughout her time in the beauty industry, Hind concluded that when it comes to skincare, there is no performance without consistency, and there is no consistency without joy in using the product. As she saw beauty become cold and soulless with functionality elevated at the expense of joy, she was inspired to create a warmer vision of beauty that puts sensoriality at the service of performance. This was the beginning of whind.

Sebti developed whind under the Waldencast incubator in 2019 where she brought her unique perspective of spotting and investing in the most promising consumer-centric purpose-driven brands of tomorrow.

With whind, she delivered a new form of a beauty brand, one that embraces the power of modern science to create extremely effective formulas that are imbued with sensorial ingredients from sun-kissed climes.

whind embodies a new kind of beauty. One that is both effective and evocative. Its high-performing actives have the proven ability to transform, while its tantalizing textures and blissful scents magically transport those who walk barefoot in the sand and dance high-heeled under the stars, to lands blessed with warm golden light.

Use our promo code ANARCHY10 to get 10% off your whind products at checkout!

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