After years representing luxury giants in fashion and beauty ranging from Audemars Piguet to Sephora, content creator Nour Arida is launching her own vision, one that rejects perfection in favor of presence.
On Nov. 16, Arida will unveil her first drop from her band Sorbé, a skin care line built on the philosophy that true beauty emerges from authentic self care, not a performance.
“We’ve spent years performing,” Arida told WWD. “We painted over exhaustion. We pushed through discomfort. We chased perfection. But something is shifting. Today women are rejecting putting on that performance. They’re embracing boundaries, pleasure, rituals and presence.”
The brand centers on “inclusivity of emotions,” Arida said. “Brands are inclusive with body shapes and race. To us that’s a given. What we are celebrating is the woman and all of her emotions. Women are supposed to always look perfect and happy. To us, inclusivity is that every emotion is OK. Every woman goes through a million thoughts and feelings per day; we want to demonstrate that it’s OK to show it all.”
The brand’s launch campaign is committed to showing women in all states: stressed, joyful, angry, vulnerable, powerful. The imagery presents a stark departure from traditional beauty advertising.
“Personally I can’t see anymore this very perfect girl doing her skin care,” Arida said. “It’s frustrating. I felt like I have to look like this girl. We’re not that. I’m very messy.”
This aligns with Arida’s persona. The 14-time cover star, who commands over 17 million followers, has built her influence on authenticity rather than aspiration. Her activism, including championing the Middle East‘s largest sexual violence campaign which reached 45.3 million people, demonstrates her ability to channel visibility into cultural conversation.
Sorbé will launch with an initial focus on Europe and the Middle East, where Arida has cultivated significant influence. The Middle East beauty and personal care market, valued at about $52 billion, is one of the fastest-growing globally, with consumers known for high spending on premium skin care. The region’s beauty enthusiasts have increasingly embraced skin care-first routines, moving away from heavy makeup — a shift that aligns perfectly with Sorbé’s philosophy.
Positioned as “on-the-go, multi-effect skin care,” Arida hopes to combat “beauty burnout.”
“People are burning out. You see girls waking up at 4 in the morning doing their seven-step skin care routine. Just watching this on social media is stressful.”
She plans to launch the products, which are all manufactured in Italy and Greece, in phased drops via a direct-to-consumer strategy every two months over the course of the year. “I want people to fall in love with the world of Sorbé one product at at time,” Arida explains. “I want them to understand, go into our world, feel it.” The price range will be $25 to $30.
Arida envisions the brand’s success as more than commercial. “I want to be sitting somewhere seeing women using the products; women, especially in the region starting to embrace their womanhood,” she said. “I want women to finally say openly, ‘I’m tired, I’m depressed, I’m not feeling OK. But I take care of myself.’”
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