LONDON — The smell of Morocco. 

Skincare brand Whind has expanded its beauty category by adding wonderful fragrances to its roster with six scents.

“I didn’t know I needed six fragrances. I used to be going to make only one, but I used to be told that within the fragrance business there’s different tastes. Some people like citrus, rose and others oud. A debut collection needs to inform the total story, especially whenever you’re inspired by a spot like Morocco,” Hind Sebti, founding father of Whind, told Beauty Inc on the phone from Morocco during her child’s spring break.

She enlisted the assistance of beauty veteran Roger Schmid and French perfumer Jérôme Epinette to develop the six scents, which incorporates Néroli Bronzé, Rose Saffron, Lalla La Rose, Oud Davana, Pomello Mint Tea Leaves and Amber Tangerine.

Sebti desired to pay homage to her motherland with the notes within the fragrances. The notes she’s used include orange zest, pomello, cardamom from North Africa in Néroli Bronzé; agarwood, crisp amber, vanilla beans in Rose Saffron and occasional, davana, jasmine petals with saffron, pistachio and black pepper in Oud Davana.

She’s been wearing Oud Davana for the last two years as a strategy to trial the success of it because the products were being developed.

The launch of Whind fragrances, as well skincare, was the antidote to the sweetness industry’s stride towards minimalism.

“I need something that’s super high performance, but additionally super indulgence. I don’t want any compromise on one or the opposite. We want more warmth and a few stability in beauty — it has sometimes been so stripped down that we’ve lost this decadence and indulgence,” said Sebti, who founded Whind in 2020 and sits on the Waldencast Acquisition Corp. portfolio, where she serves as a cofounder and chief growth officer.

Whind is a component of the Waldencast Ventures, a holding company and investment fund that “incubates and accelerates early stage beauty and wellness brands.”

The corporate acquired Milk and Obagi in 2021 in a take care of a combined value of $1.2 billion. Regulatory filings showed that Milk’s net revenue was around $47 million in 2021, up from $40 million in 2020.

Sebti’s mission at the corporate is to create, acquire and scale beauty brands which might be “consumer centric, purpose driven” with high growth, which she’s doing at Whind.

Whind fragrances, that are priced at $200, have been getting a gradual international rollout, nevertheless it was first launched in Dubai, United Arab Emirates a couple of weeks ago with 25 percent of stock sold out before the official launch with a second production on its way.

“I couldn’t say it’s a Moroccan and Arab-born brand without launching it within the region first. I wanted to construct a stronghold for the brand within the Middle East while also having a presence within the U.S. and U.K.,” said Sebti.

“But there [in the Middle East] it’s how quickly people have come to acknowledge themselves within the brands which implies I’ve had to clarify it less,” she added, explaining that the Whind fragrances have been rolled out into the shops within the Dubai region corresponding to Galeries Lafayette.