When Waseem Sendi started growing his beard, he struggled to find any Arab beard oil companies. After asking his grandma about traditional grooming, he decided to fill the gap in the market. Diggn’it – it means “beard” in Arabic and, well, “cool” in English – launched in 2015 and is available online and in boutique shops, from Faces to Number 9.
The 36-year-old entrepreneur identifies as a third-culture kid, having been raised in both Saudi Arabia and Canada. Travelling between the two countries over the years has made him realise that he wants Arab men to reclaim their beards.
“This is a part of our culture, identity and DNA. It’s about owning the look,” he says, while also acknowledging what he calls “a new dawn” in the country, and the opening up of possibilities in the kingdom.
“There is a lot of optimism, and a lot of questioning. Like, who do we want to be as individuals and as a nation?”
This Movember, which sees men grow moustaches to raise awareness about a range of men’s health issues, Sendi will partner with charities. Here, he chats curry, coffee and all things beard-related.
The biggest misconception about Riyadh is… That it’s quiet
People have a lot of things to talk about when it comes to Riyadh. One of the things is that everyone is covered up and hiding. It’s a party city – one hundred percent. The parties in Riyadh are envy of the Middle East. Everyone that visits Riyadh comments about the parties.
Right now I love shopping at… Boutiques
I love my boutiques. Obviously, for my beard products I go to Faces and Number 9. The stores speak to me. It’s nice to see products that capture the variety of experiences that are local to the country that we want to celebrate and love.
My favourite place to hang out in the city is… At people’s homes
As Saudis, we have a thing about homes and friends and families. This what is so interesting about Riyadh, and the food is off the hook.
The restaurant I really rate at the moment is… Maharajah East
Maharajah East has the best Indian food in the country, hands down. I would order the palak paneer – I have a soft spot for this. I cannot go to an Indian restaurant and not order palak paneer. I am a man of the people. I also like Al Tazaj – it’s all over Riyadh, there are always a bunch of people outside of it.
You’ll find me chilling in… The desert
What’s really nice about Riyadh is the surrounding area. You can go out to the desert. You think you have seen the night sky, but you haven’t seen it until you’ve gone out and seen it with a little fire. This is the most beautiful, poetic thing. It’s the most gorgeous experience ever, it’s transcendent.
If I could take one from thing from Riyadh with me wherever I travelled, it would be… Conversation
First of all, the people, but secondly they should bring Arabic coffee and dates. You want to get deep, you sit down and have some coffee and you sit on a plastic chair. That is where wisdom happens – right there.
Explore Diggn’it products at diggnit.com.
Looking for more inspiration? Here’s where you can find the top barbers in Riyadh.
