Argan oil has long been embedded in Middle Eastern culture – and is now catching the eye of the world.

The strip of land between Morocco’s Atlantic coast and the Atlas Mountains is home to the argan tree. Its fruit is harvested by more than two million people, the majority being Amazigh women, who rely on it as an important source of income. Peeled open, the fruit reveals an almond-shaped nut. This is then cracked open with much skill, and force to open up its ultimate secret: one to three small seeds. Inside lies argan oil, a thick golden liquid with a subtle nutty aroma – and one of beauty’s most potent ingredients.

The oil is embedded in Moroccan culture and has been used for centuries for culinary and cosmetic purposes. ‘This oil is so rich in antioxidants and anti-inflammatory properties, including vitamins A,C, and E, fatty, and omega 6’, says Asma El Mernissi, founder of luxury beauty spa Maison d’Asia in Casablanca. A native of Tunisia, El Mernissi moved to Casablanca in 1986 and discovered the wonders of argan oil on a trip to the Amazight city Tafraoute. ‘The women had traditional face tattoos and no sign of irritation despite the extremely hot weather. I wanted to know how this was possible and was told about argan oil as a cosmetic product’, she shares.

It is magic’, says Lebanese image consultant Maya Eltal, who began using it at a young age. ‘I use it for my hair and my skin too. I instantly felt the change’. El Mernissi incorporates it in facial treatments, hair masks, massage oil, and nail cures. In the early 2000s, she opened her own spa with argan oil as the star ingredient, right around the same time the international market started taking note. As the demand for argan oil rose, so did corruption, with exports being diluted to the disadvantage of local farmers.

Moroccan – British May Hamid created the skin label Argan Liquid Gold to combat this. As a facialist and makeup artist, she used argan oil on her clients. There was a high demand for it but it was almost impossible to find pure argan oil outside of Morocco. ‘When it’s diluted, it loses all of its benefits’, she explains. Having used the ingredient her whole life, she understood the importance of not only finding the right supplier but also safe transport and storage. After shipping the fair trade argan oil to the U.K., it’s  bottled in dark glass. ‘Argan oil that is packaged in a clear or light bottle begins to oxidize’, Hamid explains.

There are many ways to adopt argan oil into your routine. Hamid advises applying a few drops to slightly damp skin after cleansing and toning. Massage it in and then apply moisturizer, SPF, and makeup. You can also use argan oil as a hair or a styling products. Anyone can use argan oil, Hamid says. ‘It’s anti-inflammatory, it’s anti-aging, and it’s great for people with acne-prone skin. It’s an all-router for everything’.

THE POVER OF INFLUENCE | Tiffany & Co. Is Pledging Another US$2 Million To Vulnerable Communities Affected By Covid-19

The luxury jeweler Tiffany & Co. its commitment to Covid-19 recovery efforts with its Tiffany Infinity Collection. In celebration of the continued re-opening of its boutiques worldwide, Tiffany & Co. has announced the launch of its Tiffany Infinite Strength campaign, an effort which will further the jewellery’s commitment to Covid-19 recovery efforts. From July 1to … Continue reading THE POVER OF INFLUENCE | Tiffany & Co. Is Pledging Another US$2 Million To Vulnerable Communities Affected By Covid-19

ROYALS | Meghan Felt ‘Unprotected’ By U.K. Royal Family While Pregnant: Court Papers

Meghan, the Duchess of Sussex, felt ‘unprotected’ by the British Royal Family while she was pregnant with her son Archie, according to London High Court documents filed as part of her legal action against a tabloid newspaper. Meghan, wife of Queen Elizabeth’s Grandson Prince Harry, is suing publisher Associated Newspapers over articles its Mail on … Continue reading ROYALS | Meghan Felt ‘Unprotected’ By U.K. Royal Family While Pregnant: Court Papers

THE POWER OF INFLUENCE | Naomi Campbell Sees Black Lives Matter Altering Fashion And Beauty Industries

Worldwide protests about the treatment of Black people will alter the global fashion and beauty industries by creating job opportunities and products catering for a broader range of consumers, model Naomi Campbell told Reuters in an interview. The fashion world has long been criticized for its lack of diversity. Some firms are already making product … Continue reading THE POWER OF INFLUENCE | Naomi Campbell Sees Black Lives Matter Altering Fashion And Beauty Industries

BUSINESS | L’Oréal To Drop Words Such As ‘Whitening’ From Skin Products

L’Oreal, the world’s biggest cosmetics company, will remove words referencing ‘white’, ‘fair’ and ‘light’ from its skin-evening products, a spokeswoman said on Friday, a day after Unilever made a similar announcement in the face of growing social media criticism. Unilever and L’Oreal are two big players in the global market for skin whitening creams used … Continue reading BUSINESS | L’Oréal To Drop Words Such As ‘Whitening’ From Skin Products

FASHION | Travel In Style With Automobile Lamborghini & Principe’s New Collection

Automobile Lamborghini recently teamed up with Principe, an Italian company specializing in fine leather goods, shoes and fashion accessories, to design and distribute a few bespoke leather goods that will be sold under the Automobili Lamborghini brand. The collection includes several backpacks and trolleys that are perfect for traveling, stylish satchels, cross body bags, belts … Continue reading FASHION | Travel In Style With Automobile Lamborghini & Principe’s New Collection

BUSINESS | Lamborghini Will No Longer Be Attending Auto Shows Like The Geneva Motor Shows

Lamborghini Head of Marketing Katia Bassi has revealed the Italian supercar automaker will not be attending future auto shows as part of their strategy moving forward. It looks like Lamborghini are set to abandon traditional motor shows in favor of more tailored experiences for their customers. While this is sad news for the enthusiasts simply … Continue reading BUSINESS | Lamborghini Will No Longer Be Attending Auto Shows Like The Geneva Motor Shows

ROYALS | Confirmed: Meghan Markle And Prince Harry Sign With Obamas’ High-Profile Speaking Agency

The Duke and Duchess of Sussex have signed on with a high-profile agency in the United States for speaking engagements, who represent Michelle and Barack Obama and Hillary and Bill Clinton. As first reported in the Los Angeles Times, Prince Harry and Meghan have chosen the New York – based Harry Walker Agency to represent … Continue reading ROYALS | Confirmed: Meghan Markle And Prince Harry Sign With Obamas’ High-Profile Speaking Agency

PILGRIMAGE| Saudi Arabia To Hold ‘Very Limited’ Hajj Due To Virus

Saudi Arabia said Tuesday that because of the coronavirus only ‘very limited numbers’ of people will be allowed to perform the annual Hajj Pilgrimage that traditionally draws around 2 million people from around the world. The kingdom’s Ministry of Hajj only people of various nationalities already residing in the country would be allowed to perform  … Continue reading PILGRIMAGE| Saudi Arabia To Hold ‘Very Limited’ Hajj Due To Virus

BEAUTY | 5 Hair And Beauty Rituals Asian Women Have Been Doing For Generation

With more and more people dedicating an increasing amount of time to their beauty regime whilst in isolation, it’s worth nothing that looking your best doesn’t have to be complicated or expensive. Here at AMALLAS, we have turned towards ours sisters across the pond in South Asia, a part of the world well known for … Continue reading BEAUTY | 5 Hair And Beauty Rituals Asian Women Have Been Doing For Generation

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s