Although her goal was to challenge stereotypical beauty standards and uplift other women in the Arab world who look like her, she was met with major backlash. Unfortunately, Sinder was no stranger to the ignorant criticisms and racist comments that ensued. In 2018, she founded SNDR, a hair and beauty boutique/brand (also referred to as which offers wigs, extensions, products for textured, curly, “natural” hair, etc. The brand is part of her effort to fill gaps in the market for beauty solutions for people whose hair texture and skin tone are poorly served by mainstream beauty industries in the region.
She has participated in campaigns with major beauty brands. For example: a campaign with MAC Cosmetics in 2023. She was also involved in influencer trips and beauty events (e.g. with Tarte Cosmetics) and has been invited to discussions/panels on beauty standards. The Saudi model announced that she experienced bullying because of her skin color, which caused her depression, and she tried so much to change the color of her skin, but eventually surpassed all these circumstances and her skin color became part of her reputation.
