Despite her successful careers in both marketing and advertising, the natural skincare brand founder Imane always knew that one day she would return to her roots, and share her Moroccan Berber heritage and grandmother’s legacy with the world.
Once a week, the women of the Erazan village paid a visit to her grandmother’s bathhouse called “Hammam”, where they gathered to undergo a ritual based cleansing treatment and catch up on the gossip. The ultimate hammam experience though is the bridal ritual, “an ancient purification ceremony that has both healing and transformative powers” she said.
She has been making her skincare products from scratch since a very young age, as she stated, “I didn’t have dolls, I had Argan oil and Ghassoul clay”. Not only is her craftsmanship part of her cultural identity, her heritage considers caring for your skin as a duty.
She also added a degree in skincare formulation science to her beauty secrets passed down by generations. And today the skin chef creates each formula that she likes to call a recipe from scratch, using only food-grade ingredients and botanical actives for her artisanal and natural skincare brand “erazan”, named after her grandmother’s village in the Atlas mountain.
Both skin loving and completely free from toxins, erazan skincare products are a true experience to the senses. “I believe that beauty begins with self-love and self-care! erazan is beyond organic skincare. It’s a joie de vivre ritual” Imane states.
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