BEAUTY FROM BOTH SIDES

Hind Sebti, Cofounder and Chief Growth Officer of Waldencast, is both leading a Nasdaq-listed company and developing her own beauty startups. While pursuing her own life-long love of the industry, she’s now focused on mentoring others.

BY NANCY BAHMAD

While many female founders of beauty brands are well-versed in the challenges and rewards of becoming entrepreneurs in an industry they love, few are also able to view the journey from the perspective of an investor and head of a listed company. This cannot be said of Hind Sebti, Moroccan Cofounder and Chief Growth Officer of Waldencast, a Nasdaq-listed holding company that aims to build a global best-inclass beauty and wellness operating platform by developing, acquiring, accelerating, and scaling conscious, high-growth, purpose-driven brands. “Understanding the problem, envisioning different solutions, and executing flawlessly are key elements of achieving success in the beauty industry. It’s not just about having a great idea; it’s about bringing that idea to life,” says Sebti. Having been established in 2019, with offices in New York and London, Waldencast had a market cap of over $1 billion as of June 16, 2023.

whind, one of Waldencast’s brands, was also established by Sebti in the U.K. in 2021, creating skincare products that marry highly-effective science-led formulas with natural ingredients and sensorial textures inspired by Sebti’s Moroccan Heritage. In 2023, the brand launched a new line of fragrances featuring six distinct scents, each crafted to suit a wide range of tastes and moods. One of these fragrances, Rose Saffron, which captures the essence of Moroccan rose, hot Kashmiri saffron, and the invigorating aroma of freshly-milled coffee using fragrance oils, has already become a sensation among celebrities like Halima Aden and Olivia Palermo.

“What I like the most about whind is the sensorial experience associated with each of its products. The textures and the scents really have a surprising way of transporting us into their universe that is inspired by Moroccan landscapes,” says Maya

Ahmed, Beauty Vlogger and Content Creator. “Consumers today are looking for something more than just product benefits and performance, they are looking for brands that are able to bring a bit of emotion into their beauty routine, and whind has been successfully able to do that.”

Born and raised in Morrocco, Sebti was captivated by the beauty industry from a young age, but she began her journey on a different path. After completing her scientific baccalaureate in Morocco, she went on to study industrial engineering at the Institut National Des Sciences Appliquées (INSA Lyon) in France, which gave her a foundation in technical and strategic skills. However, she never stopped dreaming of going into the beauty sector. “After finishing my scientific baccalaureate, I knew that my calling was in the beauty industry. I was captivated by its power to connect people and evoke emotions,” she remembers.

Sebti worked at Procter & Gamble (P&G) from 2002 to 2013, honing her skills and understanding of the industry’s dynamics, before joining L’Oréal for five years, where she learned about brand positioning and scaling. “Working in logistics and supply chain at P&G allowed me to understand the inner workings of the industry. But it was my transition into marketing that truly ignited my passion for brand building and business leadership,” she explains.

In 2019, Sebti joined forces with Michel Brousset, a fellow former P&G and L'Oréal alumni, to establish Waldencast Ventures in the U.K. The company began work on its growth strategy immediately. In February 2021, Waldencast Acquisition—a blank check company (SPAC) formed in 2020 by Waldencast Ventures and the former CFO of Anheuser-Busch InBev—filed its intentions with the SEC to raise $250 million through an IPO. On March 16, 2021, the SPAC began offering 30 million units at a price of $10 per unit on Nasdaq—the upsized IPO closed two days later, having raised up to $678 million in cash proceeds and forward share agreements.

By November 2021, the company was looking to grow further and announced a $1.2 billion three-way business combination with skincare company Obagi Skin Care and cosmetics and skincare company Milk Makeup. Having been approved by the SEC, the combined company was finalized in July 2022 and began trading on Nasdaq, led by Brousset and Sebti. In April 2023, the company announced that it had acquired 60% of its South-East Asia distributor and was delaying the release of its 2022 Annual Report pending an independent review of the sale of Obagi products in the Vietnam market. The company recorded $78.9 million in net sales in Q3 2022, with $256.3 million forecast in net sales for the 2022 fiscal year.

As consumers seek products that align with their values, Waldencast’s portfolio of purpose-driven brands aims to offer a fresh perspective on beauty, challenging conventional norms and empowering individuals worldwide. Other well-known brands under its umbrella include Glaze, which was also founded by Sebti and offers products that covet shiny, healthy, and salon-worthy hair, and organic luxury makeup brand Kjaer Weis.

“I believe there is a big need to identify, invest, and grow the brands that have the potential to become the new super brands of the future. Waldencast understands that to give these brands a chance to succeed, they need to offer undivided attention and expertise. This would be very hard for the other established players to do when all their resources are already dedicated to the super brands of today,” says Rania El Khatib, Founder of design consultancy, The RMK Collective. “Hind comes with the eye, the expertise, and the vision to make Waldencast a player to watch for in the beauty sector.”

Sebti’s deep understanding of the industry, spanning various categories, channels, and consumer touchpoints, has made her a force to be reckoned with.

“My career has been a continuous journey of learning and growth within the beauty industry. I’ve had the opportunity to explore various aspects of the business, gaining valuable insights into consumer behavior and trends,” she admits. Her professional success can be attributed to her strategic approach to overcoming obstacles and achieving her goals. She believes in fully understanding the problem at hand, envisioning alternative outcomes, and keeping a steadfast focus on the ultimate objective. However, she emphasizes that execution is paramount. In the beauty industry, where consumers judge success based on the final product, flawless execution is a testament to the thorough thinking behind it.

Balancing personal and professional responsibilities, Sebti’s love for the beauty industry extends beyond her work. She views her career as a constant source of growth and personal gratification and is a strong advocate for empowering women in the business world. As a mentor and sponsor, she is dedicated to guiding women and helping them navigate the challenges they face in their careers, saying, “Mentorship and sponsorship are crucial in empowering women to achieve success. By guiding and supporting them, we can break down barriers and create opportunities for future generations.”

Looking to the future, Sebti’s goals and aspirations revolve around building Waldencast into a global powerhouse in the beauty and wellness industry. With plans to grow its portfolio and acquire new, high-growth, purposedriven brands, the team’s vision aligns with values of inclusivity, diversity, sustainability, and transparency, ensuring that Waldencast remains a driving force in the industry.

The CGO also plans to establish a Waldencast Foundation to support female entrepreneurship in developing countries, providing both financial assistance and educational opportunities. “For me, mentorship is a reciprocal gift,” she adds. “While I strive to empower and guide aspiring entrepreneurs, I also gain valuable insights and inspiration from the individuals I mentor.”

For women aspiring to start their own businesses or pursue leadership roles, Sebti’s advice is clear. Finding the right balance between pursuing personal aspirations and leveraging existing structures can lead to fulfilling careers. “Never be afraid to ask for what you want, and don’t limit yourself based on preconceived notions. Entrepreneurship may not be the path for everyone, but there are countless ways to achieve success and make a meaningful impact,” she stresses. “Don’t be afraid to dream big and work hard to make those dreams a reality.”

In

100 Most Powerful Businesswomen 2023, released in February, these were the three highest-ranking Moroccans.

Akhannouch founded AKSAL Group in 2004. In 2017, she launched her cosmetics and beauty brand Yan&One. The group also created the AKSAL Academy and the AKSAL Social Initiative.