As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Hind Izaabel, founder of Hammam Care.
Hind Izaabel is the founder of Hammam Care, a brand born from a deep love for the timeless Moroccan rituals of the hammam. Growing up, she experienced firsthand how these traditions offered not only cleansing, but also connection, grounding, and renewal. Wanting to share that piece of her heritage with others, Hind Izaabel created Hammam Care to bring the essence of the Moroccan hammam into modern homes. Through carefully crafted products rooted in authenticity and inspired by heritage, Hind Izaabel is passionate about helping people slow down, embrace self-care, and turn their shower routines into meaningful rituals.
In this interview, she reflects on the pivotal moments, hard-earned lessons, and defining wins from her journey in building thriving online ventures.
What inspired you to start your business, and what problem were you passionate about solving?
I grew up with the hammam as a weekly, a practice that balanced body and self.
When I left Morocco, the difference was immediate: my skin and hair problems would flare up whenever I was away from that routine. I began bringing back pure argan oil from Souss, Volcanic Clay, and other ingredients, and I watched them quietly transform me and my friends.
Hammam Care grew from that conviction: to share a refuge that is at once healing, communal and practical. My aim is to make traditional Moroccan ingredients accessible and reliable for everyday life, without diluting their integrity. At the same time, this work is a commitment to give back to the land, and support the people.
How has your business evolved since its launch, and what key decisions helped drive that growth?
I started by sharing small rituals with friends; today I offer a combination of artisanal, and small-batch craft with scientific rigor. Two decisions shaped my growth: sourcing directly and fairly from cooperatives, and translating ritual ingredients into modern, easy-to-use formats, making them products that fit into a quick shower without sacrificing authenticity or safety.
In your view, what truly sets your brand apart in today’s competitive market?
Authenticity, fairness, and respect for tradition. As an Amazigh woman, I honor the practices and the people who sustain them: pure argan, ghassoul, Beldi soap and kessa tools sourced from women’s cooperatives and produced with sustainable methods. I don’t exoticize Morocco, I present a living, ethical craft that benefits both users and makers.
What has been your most effective marketing strategy to date, and why do you think it worked so well?
Physical touchpoints: samples, cards and catalogs, have worked best so far. I am still exploring.
How do you stay connected to your ideal audience and understand their needs or behaviors?
I listen and adapt quickly. I invite customers into development through samples and early feedback, and I respond. Many product improvements have come directly from those conversations with natural skincare and haircare enthusiasts who try things before they launch.
What’s one branding move or campaign that helped elevate your business to the next level?
Making everything a sensory experience. From the texture of packaging to the scent tucked into each order. In a distracted, digital world, where people are so much “into their heads” that sensory grounding deepens loyalty and distinguishes the brand.
What does success look like for you, not just in numbers, but in purpose or impact?
Success is getting people to reconnect with natural body care, skincare, and haircare of quality and integrity. Success is also making “Moroccan” connote with high quality and authenticity. Using the business to create real social and environmental impact: better pay and opportunities for women, support for education and healthcare, and programs that protect and replant the endangered Argan trees.
How do you personally define success, beyond revenue and growth metrics?
Peace of mind and healthy balanced living, while contributing to a cause one cares about
Peace of mind: living a balanced, healthy life while knowing my work offers high quality natural skin care and hair care, as well as uplifts my community and preserves the land. That sense of contribution and inner balance is my truest metric.
Can you share a challenge or setback that ultimately became a turning point for your brand?
Navigating German bureaucracy was hard, but it reinforces resilience. That friction refined the processes, clarified priorities.
What daily habits or rituals keep you focused, creative, and grounded as a leader?
A daily walk in the woods with my dog, throughout the seasons, gives me space to breathe and reset. It’s a small ritual that keeps me present and fuels the creativity and calm I need.
How do you approach innovation and risk in your business strategy?
The business is a creative outlet and innovation is essential, but it’s tempered with prudence. I take calculated risks but always validate with testing and customer feedback before scaling.
What advice would you give to someone starting a business in today’s fast-changing digital world?
Be resilient and remain rooted in purpose. Trends change quickly; your values and your commitment to quality and community will carry you through the noise.
