Something in the whind

We catch up with Hind Sebti, 44, from Morocco, who created a beauty brand that doesn’t compromise

Tell us about the inspiration behind whind
The idea of creating a brand like whind has been with me forever; it just took the right time for me to start it. When I did, I actually started two businesses.

whind is a brand born out of a desire to shake up the world of beauty where there always seems to be a trade-off between having high-performance products but with relatively unimaginative experiences, or a sensorial experience without effective, visible results. whind sets out to create products that do not compromise on either performance or experience and using the best of what I learned in my 20 years as a beauty executive as well as the essence of indulgent rituals and natural ingredients inspired by my home of Morocco. whind exists to expand the way the world sees beauty, and spotlight our rich and warm Arab heritage, which deserves visibility on the global stage.  

As I was starting whind, a chance conversation with my now co-founder and partner led to Waldencast, that creates, acquires, and scales the next generation of high-growth, purpose-driven beauty and wellness brands. It is the perfect home for indie brands and is also the home of whind. 

What were your biggest business challenges and how did you overcome them?
I work in a fast-moving consumer market and business challenges appear daily. I think the only way to overcome them is to recognise the challenge quickly and create a strategy for the best outcome in the short and midterm, accepting that sometimes there are trade-offs.

What do you think are the keys to creating a profitable business?
Keeping the end in mind and constantly iterating as we learn. When we start a business, it begins with an idea which needs a business plan that clearly supports that vision of what needs to be realistically achieved to break even, and by when. Every week matters, so KPIs should be set up with a clear understanding of what does and doesn’t work, and iterate constantly until you get the right balance.

What good advice were you given when you started?
When I started my career, I read a quote that changed me and my life: “Only those that dare go too far can see how far they can go.” It became my life motto.

How do you manage the daily stress that comes with running a business?
I remind myself of how grateful I am to be doing something I love, on my terms, with people I love.

More practically, I strategise my time and efforts and accept that plans change all the time. I go with the flow to solve new problems as they arise and allow time for the things that recharge me – from a break in the day for a little walk and a mood-boosting hot chocolate, to a regular spa session to quality time with my son. 

Looking back over your life and career if you were given the opportunity to do anything differently would you?
I grateful to be exactly where I dreamed to be. I believe we make our opportunities and the universe answers positively and fulfils them. I started my career as an industrial engineer in France, but I had the dream of building something in beauty. I believed and I worked hard, and I asked. I was lucky to find people who answered. It wasn’t easy, it wasn’t fast, but it was fun, and here I am. 

Have your priorities changed as you have matured? If so, how?
I don’t think they changed much, they simply matured and softened with me. But, I did change how I prioritise my time when it comes to people. I am extremely selective in spending my time with people that bring positive energy – be it professionally or personally.

What 3 pieces of advice would you give to the younger generation that might want to follow in your footsteps?

• When the world asks “Why?” the only answer is “Why not?” The world will always be limited because until it’s done nobody believes it can be done.
• Find what you are good at and become excellent at it. It is hard work and when you love it and are good at it, you will enjoy the ride as much as the destination.
• Trust your own timing. When you are ready you will know it.

Get in touch:
@waldencast | @whind