Sweet smell of success for Saudi creator of male-grooming products with an Arabian twist

The fragrances of Diggn’ It  are very familiar to the Arab region, ranging from musk and oud to rose and amber. (Supplied)
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The fragrances of Diggn’ It are very familiar to the Arab region, ranging from musk and oud to rose and amber. (Supplied)
Sendi says his aim is to help men feel confident in their own skin. (Supplied)
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Sendi says his aim is to help men feel confident in their own skin. (Supplied)
Sendi says his aim is to help men feel confident in their own skin. (Supplied)
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Sendi says his aim is to help men feel confident in their own skin. (Supplied)
Sendi says his aim is to help men feel confident in their own skin. (Supplied)
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Sendi says his aim is to help men feel confident in their own skin. (Supplied)
Sendi says his aim is to help men feel confident in their own skin. (Supplied)
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Sendi says his aim is to help men feel confident in their own skin. (Supplied)
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Updated 09 December 2020

Sweet smell of success for Saudi creator of male-grooming products with an Arabian twist

Sweet smell of success for Saudi creator of male-grooming products with an Arabian twist
  • Waseem Sendi, creator of an Arabian beard-oil range, sees no reason why locally inspired brands cannot compete with global ones
  • Sendi and Samya Fetyani started out with a small budget, concocting beard oils in their kitchen with distinctive Arabian fragrances

DUBAI: It was five years ago when Waseem Sendi, 35, began growing his beard. Although a coiffed set of whiskers has long been considered fashionable in his native Saudi Arabia, grooming products to tame and perfume his new-found face furniture proved surprisingly hard to come by.

When an order of beard oil from Australia took three weeks to arrive, Sendi caught the whiff of a business opportunity.

“My friend had also ordered some and it never arrived because shipping oil can be difficult,” he recalled in a video interview with Arab News. “We noticed many beard oil companies around the world, so I looked up the Arab equivalent and there were none. Which was shocking to me, because of the association of Arabs and beards.”

So, to tame his wayward bristle, Sendi and his wife Samya Fetyani began concocting their own homemade oils, experimenting with all kinds of ingredients, including cactus, sweet almonds and castor oils — many of which Arabs have used for generations to maintain healthy hair.




Diggn’ It products now encompass oils, brushes, kits, soaps and balms that are free of preservatives and chemicals. (Supplied)

“We went over to my grandmother’s, and she would tell us what was good for hair,” Sendi said.

Soon enough, after a bit of research, the couple came across their future business partner, Layal Ismail, a chemical engineer who loved their idea. Over the next six months, Sendi tested 60 samples of his product on the willing chins of volunteers to determine the most popular scents. And that is how the beard care line Diggn’ It was born.

“We had a name, a concept and it was important for us to do it ourselves,” Sendi said. “It started with us coming together in our home kitchen in Jeddah making formulations and going out to try them. Our kitchen always had the smell of oil.”

In the process they created something locally inspired that — perhaps most importantly — did not take weeks to arrive from abroad.

“We produced a traditional-inspired natural Arabian brand,” Sendi said. “We don’t have to import this. Why can’t we build our own male beauty brands? There’s no reason why we can’t and it’s a self-defeating ideology to think we can’t.”

The fragrances they have on offer are very familiar to the Arab region, ranging from musk and oud to rose and amber. Their male-grooming products now encompass oils, brushes, kits, soaps and balms that are free of preservatives and chemicals, making them gentle and eco-friendly.

Sendi says his aim is to help men feel confident in their own skin. “We believe, on a greater scale, that if men are allowed different emotions like beauty and care instead of just anger being the only expression we are allowed, that it’s better for our community, our society and for us as individuals and that’s how we all get better,” he said. “This is the mission of Diggn’ It and the impact we want to have.”




Sendi would like to see more mentorship, support and understanding around young entrepreneurs. (Supplied)

Born in Canada, Sendi and his family moved to Jeddah soon after he finished school. He then returned to study anthropology and religion in Toronto, before hopping to South Korea to teach English for a year. After a stint studying economics in Canada, he worked in a hospital helping children with cancer, a job he found extremely fulfilling.

Two years later, he moved to New York to pursue a master’s in social work and non-profit management, before he married and moved back to the Kingdom in 2013. Disillusionment with the corporate world had set in, however, and a desire to return to Saudi Arabia to serve people had grown.

So what is the appeal of facial hair?

“Beards are a male accessory,” Sendi said. “We can lose a lot of hair on our heads over time, but our beards can grow with us and it’s a real symbol. It carries you and becomes your identity and it has created a community of people.”

Diggn’ It landed its first big break when it was featured on Shark Tank Arabia last year, and officially launched in the UAE last month. “It allows people to be more of who they are and find comfort in who they are,” Sendi said.

Although his wife is now a full-time mother of two, the company continues to grow — not bad for a startup launched with just SAR 5,000 ($1,330) on the table. With two new scents — Smoke & Pine and Citrus — just launched, the team now ships to 26 countries around the world.

“What’s beautiful about entrepreneurship is there’s no friction between you and the market,” Sendi said. “The market doesn’t care about you. It’s a brutal but honest teacher and that’s refreshing.”

 




Diggn’ It landed its first big break when it was featured on Shark Tank Arabia last year. (Supplied)

He spoke of a general misconception that local brands are not up to par with international standards — a theory he views as self-defeating. “You have to get creative and become a leader if you want to be an entrepreneur,” he said.

“For young Saudis and young people in the region and in the world, it’s a big card game and everybody has their deck. You team up with people who have cards you don’t have — this is very empowering.”

For others to succeed, Sendi would like to see more mentorship, support and understanding around young entrepreneurs, although he thanks technological innovations for a lot of his own success. “We don’t have offices. We do everything digitally,” he said. “It makes us think in a different way.”

In a changing region, the future looks bright. “Whenever an Arab man started growing his beard, the comments were about him being a terrorist and shaving before going to the airport,” Sendi said.

“In some circles today, it’s changed and overall it’s changing. It’s part of the trend. Men are taking more care of themselves.”

Twitter: @CalineMalek


Luxury publisher Assouline celebrates Dubai in latest tome

Luxury publisher Assouline celebrates Dubai in latest tome
Updated 20 October 2021

Luxury publisher Assouline celebrates Dubai in latest tome

Luxury publisher Assouline celebrates Dubai in latest tome

DUBAI: From Ibiza to the Amalfi Coast, Marrakech to Mykonos, luxury publisher Assouline is known for a collection of globe-trotting titles. For the latest addition to its Travel Series, the publisher is putting the spotlight on Dubai. 

Titled “Dubai Wonder,” the new 296-page coffee table book was authored by Dubai-based arts consultant and editor Myrna Ayad, the brain behind Assouline’s retrospective on the late UAE ruler, “Sheikh Zayed: An Eternal Legacy,” which came out last year. 

While it was the arts consultant who initially pitched the idea to the luxury publisher, for her latest book, Ayad shares that it was Assouline that reached out to her.

Titled “Dubai Wonder,” the new 296-page coffee table book was authored by Dubai-based arts consultant and editor Myrna Ayad. (Supplied)

“After publishing my first book with Assouline, the house asked if I’d like to author a book on Dubai as part of its iconic Travel Series,” shared Ayad to Arab News.

An avid collector of Assouline books and a Dubai resident for four decades, Ayad did not have to think twice before agreeing to take on the project.

Taking readers on an immersive journey through the UAE’s bustling metropolis, the book delves into the beauty, diversity and rich culture of Dubai through a collection of images and text that show the city has plenty more to offer beyond the world’s largest shopping mall and tallest skyscraper.

An avid collector of Assouline books and a Dubai resident for four decades, Ayad did not have to think twice before agreeing to take on the project.

“Dubai is a tourism destination, that’s for sure; however, I wanted to portray that it is also a cultural hotspot, a city that is home for so many, and a city that constantly gives,” says Ayad.

Assouline describes Dubai as “one of the most important metropolises in the Middle East.”

Indeed, it is hard to imagine that only 50 years ago, the futuristic city was but a humble desert oasis that relied on pearl diving, fishing and trade.

Luxury publisher Assouline is known for a collection of globe-trotting titles. (Supplied)

With “Dubai Wonders,” the author hopes to also capture the side of Dubai that you will not typically see in a 90-second tourism advert.

“Because I have lived in Dubai for 40 years, it is important for me to show audiences the city’s urban evolution. Part of that means showing another side to Dubai, a side which is perhaps not seen as much, but forms the city’s identity,” says Ayad. “Some of those places include the Khor Dubai, which I feel is the very pulse of the city; the ever so charming Jumeirah district; the wondrous Deira Fish Market, the timeless Gold Souk and historical Al-Shindagha.”

On a more contemporary level, spots like AlSerkal Avenue, Jumeirah Road and the Expo 2020 Dubai are also highlighted throughout the book.

Additionally, the opus features insight from international figures like English footballer David Beckham and Iraqi beauty mogul Huda Kattan who describes Dubai as “an incredible place that she is grateful to call home.”


Scream queen Kiernan Shipka sets off spooky season in Elie Saab look

Actress Kiernan Shipka is the reigning queen of all things creepy, with leading roles in several spooky shows. (Getty Images)
Actress Kiernan Shipka is the reigning queen of all things creepy, with leading roles in several spooky shows. (Getty Images)
Updated 20 October 2021

Scream queen Kiernan Shipka sets off spooky season in Elie Saab look

Actress Kiernan Shipka is the reigning queen of all things creepy, with leading roles in several spooky shows. (Getty Images)

DUBAI: US actress Kiernan Shipka took to Instagram in an all-black look by Lebanese designer Elie Saab this week — just in time for spooky season.

Shipka, who plays teenage witch Sabrina Spellman on Netflix’s hit show “Chilling Adventures of Sabrina,” opted for the chic look while on a press tour.

The actress showed off a below-the-knee cocktail dress by Saab, complete with a tulle skirt and lace detailing on the cap sleeves and high collar. The glamorous dress hails from the designer’s Fall/Winter 2021 ready-to-wear collection.

Shipka’s character is set to make an appearance on hit show “Riverdale” as part of a crossover event between the two popular series.

She will appear in five episodes of the sinister teen show, which showrunner Roberto Aguirre-Sacasa called “really fun and special.”

“We’ve been talking about having Sabrina visit ‘Riverdale’ since season 1, so it’s thrilling that this is finally happening as part of our ‘Riverdale’ special event. It’s also perfect that she shows up to help Cheryl Blossom during her hour of greatest need. Everyone on set lost their minds — I think fans will, too. It’s really fun and special,” he said in a previous statement, referring to one of the show’s lead characters.

Sabrina will arrive on “Riverdale” in season 6’s fourth episode, titled “The Witching Hour(s).”

Proving she is the queen of all things creepy, Shipka also stars in a Halloween podcast movie called “Treat,” which will debut on all major podcast platforms on Oct. 25. In it, she plays Allie West, a high school student in a seemingly perfect American town that makes a deal with a mysterious outsider possessing supernatural powers.

“I’m thrilled to be playing Allie — she’s a strong-willed, complex young girl with a true weight on her shoulders: She has to be the adult in her family, but she’s still just a teenager coming of age, and being able to play her and navigate her world is really fulfilling,” Shipka said in a previous statement reported by Variety. “‘Treat’ is a one-of-a-kind thrilling audio movie and story, and I’m so excited to be part of this experience with C13Features,” she added, referring to the studio behind the feature-length podcast.


El Gouna Film Festival screens award-winning films ‘Amira,’ ‘Feathers’ to mixed reactions

El Gouna Film Festival screens award-winning films ‘Amira,’ ‘Feathers’ to mixed reactions
Updated 20 October 2021

El Gouna Film Festival screens award-winning films ‘Amira,’ ‘Feathers’ to mixed reactions

El Gouna Film Festival screens award-winning films ‘Amira,’ ‘Feathers’ to mixed reactions

DUBAI: Egypt’s El Gouna Film Festival on Tuesday screened Egyptian director Mohamed Diab’s award-winning movie “Amira,” which made its global premiere at the 78th edition of the Venice Film Festival this year.

The film revolves around Amira, a 17-year-old Palestinian who has gone through life believing she is the biological daughter of a Palestinian prisoner serving a life sentence in an Israeli jail.

The film, which is set in Palestine’s West Bank, features a stellar pan-Arab cast, including Jordanian star Saba Mubarak, Palestinian-Israeli actor Ali Suliman and emerging Jordanian actress Tara Abboud, who landed her first leading role as Amira.

The film revolves around Amira, a 17-year-old Palestinian who has gone through life believing she is the biological daughter of a Palestinian prisoner serving a life sentence in an Israeli jail. (El Gouna Film Festival)

“Amira” won two prestigious awards at the Venice International Film Festival — the Lanterna Magica Award and the Interfilm Award.

It is competing for the Feature Narrative Award at El Gouna.

The movie was also screened at the recent Toronto Film Festival. 

On Monday, the festival screened the Egyptian film “Feathers,” directed by Omar El-Zohairy. 

However, the film — which won the Grand Prize at the Cannes Film Festival’s Critics Week — sparked controversy at the event and on social media. 

Some Egyptian filmmakers and actors, including Sherif Mounir, Ahmed Rizk and Ashraf Abdel Baqi, left the screening of the film because they thought the movie offends Egypt. 

Some Egyptian filmmakers and actors, including Sherif Mounir, left the screening of the film because they thought the movie offends Egypt. (AFP)

“Feathers” tells the story of a mother who dedicates her life to her husband and children. When a magic trick goes wrong at her four-year-old son’s birthday party, an avalanche of coincidental absurdities befalls the family. The magician turns her husband, the authoritarian father, into a chicken. 

The mother is now forced to come to the fore and take care of the family while trying to bring her husband back. As she tries to survive, she goes through a rough transformation. 

In a phone interview with Egyptian host Amr Adib on his show “Al-Hekaya,” Mounir said: “When I left (the screening), I was followed by others right after me. What I saw, and the film’s picture, portrays us (Egyptians) in a negative way. It shows people suffering in an abnormal way.

“Even poor areas, that ‘were’ there, didn’t live that badly. I was disappointed to be honest. I was also disappointed that when it premiered abroad, it won awards,” he said. “I no longer see this picture (or these struggles) in our country.”

Egyptian film “Feathers” is directed by Omar El-Zohairy. (Supplied)

“I don’t know what the people who awarded the film liked in this movie,” he added.  

Egyptian news agency Al-Masry Al-Youm shared a released statement by the festival that says: “El-Gouna Film Festival values and appreciates all filmmakers in the world for their art and their outstanding cinematic experiences. The festival team selects films based on artistic and cinematic qualities, according to the standards of international film festivals.

“This year, in its fifth edition, the selection of the film ‘Feathers’ by Egyptian director Omar El-Zohairy is in line with the film selection process, based on his success in other international forums,” added the statement.  

Speaking about its Cannes award, the festival’s organizers added: “It is the first Egyptian film to receive such a prestigious award. It also won the Grand Prix of the Pingyao Festival in China yesterday. It will be screened at the next Carthage Film Festival.

“Regarding the views of many Egyptian and international critics, the film’s setting and time were not identified… the festival did not and will not show any film without obtaining official permits, to confirm that it does not bear any offense or grudge in any of its films,” read the statement. 


Six DIY resistance exercises to build muscle at home

Six DIY resistance exercises to build muscle at home
Updated 20 October 2021

Six DIY resistance exercises to build muscle at home

Six DIY resistance exercises to build muscle at home

DUBAI: Nora Hameidani, founder of Dubai’s Barre Effect fitness studio, shows you how to build and maintain strength in or out of the gym. Try these simple yet effective barre moves to help you build lean muscle in the comfort of your own home.

Pushups

Start with hands slightly wider than shoulders, fingers pointing forward. (Shutterstock)

Targets: Arms/chest/shoulders

Start with 10 reps, build up to 3 sets of 10

Start with hands slightly wider than shoulders, fingers pointing forward.  Place knees slightly behind your hips, tuck hips under.  Bend your elbows wide and slightly downwards, hips lower with chest, keeping abdominals engaged, then press arms to straight.  For a challenge, legs can lengthen.

Tricep Dips

Bend and straighten your elbows, lifting and lowering your hips, keeping your elbows pointing backwards and your chest proud. (Shutterstock)

Targets: Triceps/shoulders

Start with 15 reps, build up to 3 sets of 15

While sitting tall with your legs bent in front, place hands under shoulders, with fingers pointing towards your hips.  Bend and straighten your elbows, lifting and lowering your hips, keeping your elbows pointing backwards and your chest proud.

Forearm Plank

Keep your legs straight and a hips distance apart, keep hips in line with shoulders or slightly above shoulder height. (Shutterstock)

Targets: core/arms/shoulders

Holding still for 30 sec, build up to 3 sets of 30 sec

Lying on your front, place your elbows under shoulders, pointing your fingers forward and keeping your forearms parallel.  Keep your legs straight and a hips distance apart, keep hips in line with shoulders or slightly above shoulder height. 

Bicycle Crunches

Start lengthening one leg at a time to the high diagonal, simultaneously rotating your chest, shoulders and arms towards the opposite, bent leg. (Shutterstock)

Targets: abdominals/obliques

Alternating sides for 30 sec, build up to 3 sets of 30 sec

Lying on your back, bring your legs to a tabletop position with your knees bent 90 degrees on top of your hips.  With your hands behind your head, elbows wide, engage your abdominals to lift your head, neck, and shoulders off the floor.  Start lengthening one leg at a time to the high diagonal, simultaneously rotating your chest, shoulders and arms towards the opposite, bent leg.

Wide 2nd Pulses

Pulse hips at knee height, in small, controlled movements for only about an inch. (Shutterstock)

Targets: Inner and outer thighs/glutes

Pulsing for 30 seconds, build up to 3 sets of 30 sec

Place your feet out wide, bending your knees so they stack on top of your heels. Externally rotate your feet so that your knees track through the middle of your foot. Pulse hips at knee height, in small, controlled movements for only about an inch.

Lunges

Keeping front leg still and stable, pulse back knee in small, controlled movements, only about an inch, toward the floor. (Shutterstock)

Targets: Thighs/hamstring/glutes

Pulsing 1 set of 30 seconds on each leg, build up to 3 sets of 30 seconds per leg

With your feet parallel, hips distance apart, bend both knees and step right leg directly back.  Bend both knees to a 90-degree angle, front knee on top of heel, back right knee bending slightly behind the torso. Keeping front leg still and stable, pulse back knee in small, controlled movements, only about an inch, toward the floor.


From Beyonce to singer Tinashe, Arab label Marzook snaps up celebrity fans

From Beyonce to singer Tinashe, Arab label Marzook snaps up celebrity fans
Updated 19 October 2021

From Beyonce to singer Tinashe, Arab label Marzook snaps up celebrity fans

From Beyonce to singer Tinashe, Arab label Marzook snaps up celebrity fans

DUBAI: Kuwaiti label Marzook is continuing to snap up celebrity fans, with US singer Tinashe and superstar Beyonce spotted sporting its curved creations in recent days.

Tinashe, famous for her hit song “2 On,” showed off a pill-shaped bag by the brand during a photoshoot for A Book Of digital and print magazine this month.

The singer was photographed in a retro look, complete with a white hairband, larger-than-life hair and a sleek cat eye. Styled by Wilford Lenov, the ensemble featured a glittering Marzook bag called the Pill Dusty Pink.

Meanwhile, Beyonce was photographed with the Kuwaiti arm candy in Italy over the weekend.

The world-famous singer was photographed outside Alexandre Arnault’s wedding to Geraldine Guyot in Venice, Italy, on Saturday. Guyot is the founder of the French brand D’Estrëe, while Arnault is the son of one of the world’s richest men, LVMH CEO Bernard Arnault, and the executive vice president of product and communications at Tiffany & Co.

The singer showed off a bag by Marzook during a recent photoshoot for A Book Of magazine. (Instagram)

For the occasion, Beyoncé opted for a Tiffany-blue silk gown and heels with a Dolce & Gabbana double-breasted wool coat. She accessorized the look with a Marzook crystal orb purse and Lorraine Schwartz diamond jewelry.

Helmed by Kuwaiti siblings Fahad and Shouq Al-Marzooq, the Beirut-based accessories brand was established in 2014. The brother sister duo started off in the fashion industry by designing pieces for their family and friends and quickly went on to garner worldwide attention and sign celebrity collaboration deals.

In 2019, US influencer and model Sofia Richie, singer Lionel Richie’s daughter, collaborated on a new line of handbags with the label.  

 “When you’re one of social media’s most popular style stars, your style influence is extremely crucial.  Sofia’s style is very much aligned with the Marzook girl, who rather than follows trends, creates trends,” the fashion label wrote on its website at the time.

The collaboration featured Marzook’s perennial favorite, the spherical Lucid Classic bag, in a new set of neon shades — “Powerful Pink, Neon- Z Green and Traffic Cone Orange.”

And those are not the only celebrities who have shown love for the Arab brand.

Kylie Jenner showed off a crystal-covered orb bag by the label on her birthday in 2018, triggering many a newspaper headline.

The accessories house’s bags have been sported by the likes of human rights lawyer Amal Clooney, actress Lupita Nyong’o and model Cara Delevingne.

The label’s line of accessories consists of exotic leather and skins, precious metals and resins in pill or spherical shapes.