Diggn’it, the beard care brand hailing from Saudi Arabia which landed their first big break when featured on Shark Tank, takes men’s self-care one step further with its latest collaboration with startup Sophisticut, a bespoke male grooming home service, which will see the Arabian-inspired beard care products as an extension of Sophisticuts upscale services brought straight to your doorstep.
The exclusive partnership stems from Diggn’it’s mission to support local startups and make professional male grooming more accessible whilst providing all men with the necessary products they require to look and feel their best. The partnership will offer a new tailored service for Sophisticut’s clients, which will feature a beard style exploration session, paired with an informative discussion on what products are best suited for their individual needs, and a tutorial on how to apply the products, allowing them to ‘dig-deeper’ into the world of men’s selfcare. Going ‘mobile’ for Diggn’it has always been on the agenda for Founder, Wasseem Sendi, as part of his overall vision to promote and change men’s approach to self-care, while making grooming products more accessible in the Middle East.
Sophisticut was founded by Mohammed Awad, an award-winning barber in the UAE, who was given the title ‘Best Barber 2018’. Awad launched Sophisticut after noticing a gap in the market for ‘at-home’ men’s grooming services, as majority of such concepts that exist are geared towards women. Sophisticut was founded with the aim of providing convenience to those with busy schedules, bringing clientele impeccable services in the comfort of their homes. His passion for men’s grooming began when he noticed thow transformative a new hairstyle could be. “All men get haircuts, but not all men get their hair styled. Styling a man’s hair instantly boosts his confidence, and that’s my biggest motivation.”
Co-founded by Waseem Sendi, his wife and partner, Samya Fetyani, and partner Layal Ismail, the trio began Diggn’It with the aim to change the way the world sees the Arabian beard. Diggn’it began when founder Waseem Sendi was struggling with finding quality products for his own beard. It was then that he noticed the enormous lack of men’s grooming products in the Middle East. From there he started experimenting with different formulas in his own kitchen, and Diggn’it was born. To Waseem, his brand goes deeper than simply providing men quality products, he immediately saw the bigger picture, and wanted men everywhere to feel comfortable and confident with self-grooming, thus aiming to revolutionize Middle Eastern men’s approach to self-care.