Hind Izaabel on Bringing Authentic Moroccan Hammam Rituals to Modern Self-Care

As part of the Morning Lazziness series that focuses on empowering women who are making a significant impact with their ideas, I had the pleasure of interviewing Hind Izaabel, the founder of Hammam Care.

Hind Izaabel is the visionary behind Hammam Care, a brand that was born out of her deep love for the timeless Moroccan traditions of the Hammam. Having grown up experiencing the cleansing rituals that not only cleaned the body but also provided a sense of connection, grounding, and rejuvenation, Hind Izaabel was inspired to share this piece of her heritage with others. She created Hammam Care to bring the essence of the Moroccan Hammam into modern homes through thoughtfully crafted products that are rooted in authenticity and inspired by tradition. Hind Izaabel is dedicated to helping people slow down, embrace self-care, and transform their shower routines into meaningful rituals.

In this exclusive interview, Hind reflects on the pivotal moments, hard-earned lessons, and defining victories that have shaped her journey in building successful online businesses.

What inspired you to start your business, and what problem were you passionate about solving?

I was raised with the Hammam as a weekly ritual that brought balance to the body and mind. When I moved away from Morocco, I noticed that my skin and hair issues would flare up without the regular Hammam routine. I began experimenting with pure argan oil from Souss, volcanic clay, and other traditional ingredients, and witnessed a transformation in myself and my friends. This led to the birth of Hammam Care, where I aim to make traditional Moroccan ingredients accessible for daily use without compromising their authenticity. My goal is to provide a sanctuary that is healing, communal, and practical, while also giving back to the community and supporting local artisans.

How has your company evolved since its launch, and what key decisions have contributed to that growth?

I initially started by sharing small rituals with friends, but now I offer a range of traditional, small-batch products with a scientific approach. Two key decisions have fueled our growth: directly sourcing ingredients from cooperatives and translating traditional rituals into modern, easy-to-use formats that maintain authenticity and safety.

What sets your brand apart in today’s competitive market?

Authenticity, fairness, and respect for tradition are the pillars of our brand. As an Amazigh woman, I honor the practices and the artisans who uphold them by sourcing Pure Argan oil, Ghassoul clay, Beldi soap, and Kessa tools from women’s cooperatives using sustainable methods. We aim to present Morocco not as an exoticized destination but as a place of ethical production that benefits both consumers and producers.

What has been your most successful marketing strategy, and why do you think it has been so effective?

Physical touchpoints such as samples, cards, and catalogs have been our most successful marketing tools so far. We believe that engaging the senses creates a lasting impression and deepens customer loyalty in an increasingly digital world.

How do you stay connected with your target audience and understand their needs and behaviors?

We prioritize listening and quick adjustments based on customer feedback. By inviting customers to participate in product development through samples and early feedback, we ensure that our offerings meet their needs and preferences. Many of our product improvements have been inspired by conversations with natural skincare and haircare enthusiasts who try our products before they are launched.

What branding movement or campaign has elevated your brand to a new level?

We have focused on creating a sensory experience in everything we do, from the texture of our packaging to the scents infused in every order. In a world where digital experiences dominate, providing a sensory grounding fosters brand loyalty and sets us apart from the competition.

What does success mean to you beyond just numbers, and how do you measure your impact?

Success, for me, is about introducing people to high-quality and authentic natural body care, skincare, and hair care products. It also involves redefining ‘Moroccan’ as a symbol of quality and authenticity. Moreover, success means using our brand to create tangible social and environmental impacts, such as supporting women’s cooperatives, promoting education and healthcare, and conserving and replanting endangered argan trees.

How do you define personal success beyond financial gains and growth metrics?

Personal success, to me, is about achieving peace of mind and leading a balanced, healthy life while making a meaningful contribution to a cause I believe in. Knowing that my work supports the community and the environment brings me a sense of fulfillment and inner balance that transcends conventional success metrics.

Can you share a challenge or setback that ultimately led to a breakthrough for your brand?

Navigating through the complexities of German bureaucracy was a significant challenge, but it ultimately strengthened our resilience and refined our processes. This experience taught us to prioritize and focus on what truly matters for our brand.

What daily habits or rituals help you stay focused, creative, and grounded as a leader?

Taking a daily walk in the forest with my dog allows me to clear my mind, breathe fresh air, and reset. This small ritual keeps me present, fosters creativity, and instills the calmness I need to lead effectively.

How do you approach innovation and risk-taking in your business strategy?

Innovation is at the core of our business, but we balance it with caution by taking calculated risks and validating them through testing and customer feedback before scaling up. This approach allows us to stay agile and responsive to changing market trends while maintaining our commitment to quality and authenticity.

What advice would you give to aspiring entrepreneurs in today’s rapidly evolving digital landscape?

Stay resilient and stay true to your values and mission. Trends may come and go, but your dedication to quality, community, and authenticity will sustain you through the noise and help you build a lasting brand that resonates with customers.