From left: Nour Arida, Founder of SORBÉ; Ghassan Kayed, Founder & Creative Director of Burgers & Hoodies.Burgers & Hoodies, a creative and production agency with presence across the region, has announced its partnership with multi-effect skincare SORBÉ.
The brand, founded by international model and women’s right advocate Nour Arida, has tasked Burgers & Hoodies with strategic communications, creative execution, and storytelling.
Under this partnership, Burgers & Hoodies will be responsible for translating SORBÉ’s creative vision – led by the brand’s Chief Creative Officer – into powerful narratives that challenge conventional beauty standards and celebrate the full spectrum of human emotion.
“Burgers & Hoodies understands that beauty today is about truth, not perfection”, said Nour Arida, Founder of SORBÉ. “I am so pleased and so happy and looking forward to this partnership, as I have had my eye on B&H’s work for a couple of years now”.
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SORBÉ embraces the belief that emotions don’t need permission, and that beauty is not diminished by vulnerability, contradiction, or complexity. From joy to grief, confidence to doubt, SORBÉ invites every emotion to exist openly and unapologetically.
Launching intentionally with lip care first, SORBÉ highlights the often-overlooked parts of skincare rituals – reinforcing the idea that self-care is holistic, and no part of the body or self should be neglected.
“SORBÉ is not just a skincare brand; it’s a point of view,” said Ghassan Kayed, Founder & Creative Director of Burgers & Hoodies. “Nour has built a brand that speaks to emotion, humanity, and modern identity. Our role is to give that belief system a visual and narrative language that feels honest, elevated, and globally relevant.”
Through this collaboration, SORBÉ aims to deepen its commitment to emotion-led beauty, using storytelling as a powerful extension of its skincare philosophy.
