Our Story

The wisdom of generations is often whispered in the language of tradition, passed down through rituals and recipes that connect us to our ancestors. For those of us with Amazigh roots, this connection is particularly potent when it comes to skincare. Growing up immersed in the hammam tradition, with its fragrant hair masks, exfoliating scrubs, and softening body treatments, instilled a deep appreciation for the power of nature. These time-honored practices, crafted from the finest ingredients the earth provides, yielded skin softer than a baby’s and hair gleaming with health. Yet, in our modern world, the quest for such purity has become a frustrating endeavor.

The shelves are overflowing with skincare products, many claiming to be “natural” and “clean,” yet a closer look, often aided by apps like Yuka, reveals a disturbing truth: hidden within the alluring packaging are harmful chemicals and additives. This deception is not only disappointing but also deeply concerning. It highlights the urgent need to return to the ancestral wisdom that our grandmothers so readily shared. They understood the delicate balance of nature and harnessed its power without the need for synthetic, potentially toxic, ingredients.

My personal journey crystallized this realization. After the birth of Aaliya, my daughter, my heart’s purest joy, I developed melasma, a common pigmentation issue triggered by hormonal fluctuations during breastfeeding. Dermatologists offered little hope, and one even prescribed hydroquinone, a carcinogenic chemical banned in both Europe and Morocco. Outraged, I rejected this harmful solution. This wasn't healing; it was poison. Desperate, I remembered a face mask my stepmother had taught me, a blend of fenugreek powder and other simple ingredients. It was a recipe passed down from her mother, and hers before her, a thread connecting me to the wisdom of countless Moroccan women. The results were astonishing. The dark spots on my cheeks, a source of such frustration, visibly faded. It wasn't a miracle cure, but it was a testament to the power of nature, a whisper from my ancestors reminding me that the answers I sought were already within me.

In that moment, the seed of an idea took root. I envisioned a skincare line, born from the very recipes that had nourished generations of Amazigh women. It would be a sanctuary from the chemical bombardment of modern beauty, a return to the purity and potency of nature. It would be a tribute to ours grandmother, to all the women who had shared their wisdom, their secrets, their magic. It would be a legacy, a way to share the wonders of Amazigh skincare with a world desperately in need of authentic beauty, a beauty that comes from the earth, from the heart, from the wisdom of generations. It would be more than just skincare; it would be a story, a connection, a celebration of our heritage, and a promise: a promise to offer skincare as pure and potent as the love and wisdom that inspired it.