AZIZA EL WANNI HOLDS THE POTION TO LUXURY THROUGH BELONGING

Elias Jabbe spoke to Aziza El Wanni, who defines herself as an experienced marketing and communications strategist with a passion for social media, clean beauty, public relations, and beauty innovation. For El Wanni, luxury today “isn’t just about price tags or exclusivity—it’s about intentionality. It’s about the thoughtfulness behind the product, the craftsmanship, the experience, and the emotional connection a brand creates.” On a more personal level, “luxury is a sensory experience—from the ingredients in a formula to the way a product makes you feel when you use it. It’s about quality over excess and self-expression over status.”

El Wanni goes on to speak about her own The Potion Studio which make it to the Sephora Accelerate program, saying: “I wanted to bring luxury into haircare in a way that feels both aspirational and accessible. For textured hair especially, true luxury is having high-performance products designed with us in mind, rather than as an afterthought.”

El Wanni goes on to define her typical client as “someone who values beauty, self-care, and creativity. They’re busy, style-conscious, and mindful about what they consume—whether it’s skincare, fashion, or haircare. They’re looking for products that are effective but also indulgent—something that makes their routine feel effortless yet special.”

For The Potion Studio El Wanni says that “isn’t just about the product—it’s the entire experience.” She wanted “haircare to feel like a ritual, not a chore.” She wanted her clients to feel “pampered, empowered, and seen.”

El Wanni concurs about the idea that Gen Z rathers experiences over possessions, explaining that “Gen Z doesn’t just buy products—they buy stories, values, and experiences. They want brands that align with their lifestyle and identity, not just their closet or bathroom shelf.”

Going back to the philosophy of her brand, she says she sees it “as more than just haircare—it’s an extension of a lifestyle. From our clean, high-quality formulations to the way we show up in fashion, culture, and wellness spaces, we’re creating an experience. Gen Z wants to know: Where did this product come from? What’s the story behind it? How does it fit into my daily routine beyond just function?” El Wanni even gives her two cents with regards to luxury brands at large saying that they “need to think beyond the product and tap into the emotional experience they create—whether that’s through immersive retail, digital storytelling, or community-driven moments.”

El Wanni however is clear about it: “Luxury is absolutely a concept.” She explains further, “but that doesn’t mean it’s without value.” And for her, tying everything into one meaningful statement she goes, “branding, perception, and storytelling hold immense power.”

However, for her clearly, “the difference between true luxury and marketing gimmicks is that real luxury delivers on the promise. When you strip back the label, a luxury product should still offer superior craftsmanship, innovation, and exclusivity.”

At The Potion Studio, our products are backed by science, high-quality ingredients, and a deep understanding of textured hair needs. That’s what makes the difference between just good branding and something that’s actually worth the price.

The whole idea of sweatshop labor for luxury brands sets El Wanni ablaze, “i’s a betrayal of what luxury is supposed to represent. If a product is being sold at an ultra-premium price, the people behind it—the artisans, manufacturers, and workers—should be treated with dignity and paid fairly.” She ties everything in a neat ribbon saying: “True luxury is about quality and ethics, not just profit margins.”

Her own roots played a factor in how inflamed she got: “As someone with Middle Eastern and Caribbean heritage, I’ve seen how labor exploitation disproportionately affects communities of color, particularly in the beauty and fashion industries.” She focused on responsible sourcing and transparency in her own brand. “If we claim to be a luxury brand, that means every part of the process—from ingredients to labor—should reflect that integrity.”

As for the lost aspirational consumers that luxury houses lost with their exhuberant price increase, El Wanni tends to that “luxury needs to rethink its exclusivity model rather than just lowering prices” to attract said consumers back. “The pandemic shifted consumer values—people are more conscious, selective, and experience-driven. Simply making things more affordable won’t be enough to regain trust.”

Philosophically she adds, “instead of chasing old buyers, brands should connect with the next generation of luxury consumers on their terms—through community, personalization, and meaningful storytelling. That’s why I focus on creating a high-touch experience.”

At the end of the day El Wanni goes about her own line, “whether you buy one product or the whole line, you feel like you’re part of something special.”