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Founder Of The Middle Eastern Male Grooming Brand, Diggn’It, Shares Letter Addressed to Men; Live Your Vibe!

Men Do Cry And It’s Okay!   Diggn'It, the Arabian beard care company hailing from Saudi Arabia, launched its range of grooming products that promote a strong message of male individuality, confidence, & pride.   Diggn'It founder Waseem Sendi

Men Do Cry And It’s Okay!


Diggn’It, the Arabian beard care company hailing from Saudi Arabia, launched its range of grooming products that promote a strong message of male individuality, confidence, & pride.


Diggn’It founder Waseem Sendi believes men face an immense amount of pressure to conform to societal standards of traditional masculinity. While some of these standards are beneficial, others put an unfair amount of stress on them. There’s an unspoken assumption that men are to remain seemingly firm and unemotional as “real men don’t cry”. We hear the words ‘Man Up”, meaning to lock away emotions, since strong men compartmentalize. When men express their emotions, they are often met with scrutiny and rejection for not being “manly” enough.


In recent years, the notion that men shouldn’t use grooming products has slowly receded and it’s evident that the men’s personal care segment has begun to gain momentum.



Sendi realized that the vast majority of society had previously emphasized that male cosmetics were fringe, or not necessary. In fact, the research is the exact opposite; “the men’s personal care market is expected to hit $166 billion in 2022”, according to Allied Market Research and “nearly 40% of adults aged 18-22 have shown interest in gender-neutral beauty products”, according to NPD’s iGen Beauty Consumer report.



Waseem Sendi is an advocate for self-expression, personal freedom and individuality. Diggn’It embodies this mission – his letter is a global call to men to confidently admit they prioritize self-care, they possess emotion, and are of no less in significance for being comfortable with this.



My dearest Gentlemen,



You may not know me, but like you, I’m a man trying to make his way in this world. Before starting an Arab Beard Care Company in 2015, I was making my rounds in the corporate world, but ultimately felt dissatisfied with the pressure to conform. I did not have a background in entrepreneurship, nor a career within the male grooming sector, but I had decided that I wanted to do something meaningful and impactful with my life. it was now or never- and I chose now!



It’s uncommon that a founder would openly say his top priority is not sales, or simply promoting his products, but rather focusing on the impact his venture has on the community. I do this by openly declaring my support to men around the world who feel alone, and afraid to express their emotions.



According to the Men’s Health Forum, “just over three out of four suicides (76%) are by men, men are less likely to access psychological therapies, and men have measurably lower access to the social support of friends, relatives and community”. Knowing this, drives me to continue spreading this message although oftentimes I feel as though it falls on deaf ears.



There is a vast amount of pressure to conform, to be the same, and in certain circumstances, it may be a good thing, to display qualities and values that society deems admirable, but on the other hand, conformity stands in the way of colour, innovation, and of individuality.



There comes a point in every man’s life where he must make a life defining decision; to follow in the footsteps of those who came before him, or to forge a new way. I knew male cosmetics were unorthodox, but sometimes it is precisely within the unorthodox that you discover something unique, different, and exciting. It is natural to be afraid of new things, whether that is discovering something new about yourself, or starting a new venture you may not know much about. But leaning into that which scares you is the key to being vulnerable, the source of things that are new. The beard care products would provide a gateway to discuss vulnerability and feelings of inadequacy. One’s appearance is a form of expression as fundamental as speaking and writing. By being deliberate and paying attention to that part of a man’s identity, it gives us the courage to step out into the unfamiliar and the areas of infinite potential.



When I started Diggn’It, I did it to contribute to this conversation. To dance around the idea of standards of masculinity by introducing myself, an Arab that takes care of his beard using cosmetics. A male who wasn’t afraid to stand up and say he takes pride in his appearance, who wasn’t afraid to express emotion,to be open, and receptive to individuals from all walks of life.



Male cosmetics make up only 10% of the entire cosmetics industry. Is that because men are less interested in their looks? – I think not, it’s simply because we are told we shouldn’t have the desire to enhance our looks. That a man who has any type of regard for his physical exterior is automatically deemed feminine and outside the tradition of masculinity. That type of thinking prevents a man from expressing his full potential and dooms him to an unnoticed dissatisfaction. We have to confront society when it tells us that acting like a man means to be a stoic, unfeeling person who is always in control, that there is no room for softness let alone shedding a tear. There’s no room for the varieties of expressions of the male experience. We aren’t born without feelings, we have them, and usually when those feelings are ignored or suppressed it leads to us lashing out when under pressure, it leads to the muting of our artistic, creative and innovative abilities. It is a matter of social responsibility for individuals to address these concerns across all industries.



 In a world where most people stick to the status quo, I feel it is more important than ever that we as a society step up to make a permanent change, while I know this is a tall order, I feel assured that if I can help just one man- I’ve done my part.






Waseem Sendi

Founder – Diggn’It

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