In 2008, Mouna Abbassy joined one of the largest beauty corporations in the world, where she fed her passion for the world of beauty and cosmetics. However, Mouna’s passion became a longing for a connection with mother nature that would celebrate inner beauty. She sought the feeling of empowerment and confidence in her own beauty as a woman. And so, from this hunger to pursue her passion, izil was born.
Mouna‘s ardour to curate clean beauty products was fuelled by her own struggle of not finding natural and effective products. As part of the growing clean beauty movement, izil is a passion project curating high-quality, planet-conscious organic skincare that does not compromise product performance or efficacy.
The unique heritage of natural beauty rituals carried out by generations of Moroccan women was the initial inspiration for izil. From the indigenous ingredients that izil uses to the Amazigh design principles guiding its brand identity, Moroccan values are imbued into izil’s DNA.
The izil name is derived from Amazigh, meaning pure, which encapsulates the brand’s philosophy of relying on nature’s purest ingredients, as is the legacy of ancient Morocco, and perfecting them into highly effective formulas.
Founder Mouna Abbassy believes that Moroccan nature is so rich and diverse that it’s impossible to pick a favorite ingredient. Argan, Prickly Pear Seed Oil, Blue Nila, and Ghassoul Clay are just a handful of ingredients indigenous to Morocco that are frequently featured in izil products and highly coveted by its consumers.
When Mouna was a child, her mother, sisters, and friends would bring their own natural recipes prepared at home with the ingredients unique to the region and share them. The rituals provided both sensory and aesthetic pleasure. So she learned young how essential natural textures are to elevate the experience and enjoyment of raw beauty rituals. Hence, it is natural that izil design elements reflect this harmony with nature, in line with the Amazigh culture.
Mouna Abbassy created izil with the ambition of revealing Moroccan beauty secrets to the world, and the Hammam is the pinnacle of Moroccan beauty rituals. Izil’s flagship store and Hammam at The Dubai Mall are designed to reflect the organic and natural architectural values of the Amazigh, and its product packaging kept minimal to bring back the natural origins of the products to mind.