Hiba Abuk has created a cosmetics collection together with the French brand ETC Beauty with diversity and sustainability as priorities. The Spanish-Tunisian actress is a curious woman, open to the world and to others. Also she is a young mother who desperately has no time in the morning. As she talked to her community, she realized she wasn’t the only one looking for an effective alternative to… endless beauty routines. To meet this need for simplification, Hiba created hybrid formulas, which serve as skin care and make-up. We talked to her about beauty and much more!
What does beauty mean to you?
Beauty for me has to do with harmony. Feel good, in balance and take care of yourself inside and out. In this case with the capsule I made for ETC.
Why did you decide to partner with ETC.?
Their values are so aligned with mine: their community is at the center of their process, and they are constantly engaging with their community to understand their needs, interests, and more.
In addition, as a consumer of beauty products, clean and natural products are very important to me, so their approach to product development is something I really appreciate: everything contains at least 90% natural ingredients, is vegan, cruelty-free and no questions asked. It’s nice to work with a brand that is so close to the things that are so important to me and my family.
What do you think ETC. is it different from other brands?
etc. it’s a co-creation brand and they have a really strong mission statement at the heart of what they do. It’s all about two-way conversation and dialogue, not just with the talents they work with, but also with their shared communities.
Everything will be released in limited edition small batches initially, allowing them to learn, iterate and improve for future releases. This means that there is constant innovation and that no two releases are the same.
What is your favorite branded product?
It’s hard to choose because we carefully design everything to be complementary, but if I had to choose I’d say ‘La bouche qui dit oui’, I call it my ‘magic balm’. The product reacts to your skin’s natural pH levels to give each user a totally unique shade of pink.
In addition, you can also apply the product to your cheeks for a subtle color rinse. It really is a great multitasker to carry in your bag!
How did the “creative” process go?
etc. have a rigorous creative process, in which the conversation with me and my audience was always central. We really dig into the questions I get from my audience about their beauty routines, and we consider my own needs and use that as a starting point.
Every step of the way, I worked very closely with the ETC team. to select every detail: from determining the said concept, to choose the formulas, the textures, the fragrances, the packaging (or lack thereof, in this case!), the color duo and finally the creatives of the campaign. The process culminated in a product workshop, the time where we really tested and played everything to finalize all the details.
In this case, we were specifically looking for a collection with a few key features:
- A simplified routine without too many steps.
- Hybrid products that have properties and benefits for both treatment and make-up.
- A range that is universally flattering for anyone who wants to wear it, something that is truly inclusive and for everyone.
What are your beauty tips?
I like to put “Oh, les yeux” in the fridge to chill the formula, which helps with the anti-inflammatory effect. Because the product has a metal treatment head, the application process feels so good too!
When I’m not working, I don’t wear too much makeup., so I really like using “A fleur de peau” as much as possible. Apricot pigment works great to neutralize dark circles, when I’m short on time I do this instead of worrying about foundation and concealer.
What is the essential step that should never be missing from your beauty routine?
in my beauty routine never lack of hydration, especially around the eyes. It is a fundamental product for me.
Source: Marie Claire
