Mouna Abbassy
Advances Moroccan Heritage Through Science
By Alhanouf Mohammed Alrowaili
In the heart of Morocco, Izil Beauty was born not just as a brand, but as a bridge connecting centuries-old beauty traditions with modern science and lifestyles. At its core is Mouna Abbassy, a Berber woman who redefines beauty as a return to self-care rather than societal pressure. The name Izil means “pure” in Amazigh, the native language of the Berber people. It honors Mouna’s heritage, and the rituals of Moroccan women passed down through generations involving natural ingredients like rosewater, ghassoul clay, and argan oil.
These ingredients are not fleeting trends but acts of care, imbued with love and intention. Mouna’s journey began far from traditional skincare. With a background in brand management at multinational companies like L’Oréal and Mondelez and formal studies in cosmetic science, she witnessed how modern beauty often felt disconnected from ancestral wisdom. This inspired her to create Izil in 2012, a brand harmonizing heritage and modernity. Her career initially centered on corporate communications and marketing, where she mastered building enduring brands.
Yet beneath that polished exterior was a deeper calling to create something authentic and meaningful. Drawing on her education and leadership experiences, Mouna returned to Morocco’s villages and cooperatives, learning from women who hand-processed argan nuts and upheld sacred hammam traditions. This journey grounded Izil in authentic Moroccan beauty rituals, reinforcing the idea that beauty is an act of care, not a societal mandate. Mouna faced many obstacles from formulating products and creating packaging to establishing a unique brand voice in a market unfamiliar with Izil’s mission.
To bridge ancestral knowledge with modern standards, she pursued cosmetic science studies, ensuring products were both natural and scientifically validated. Izil fills a unique niche by blending soulful beauty with scientific performance, challenging the choice women often face between heritage and efficacy or nature and results. The Moroccan hammam, a sacred space of cleansing, renewal, and communal care, became Izil’s core inspiration.
The brand reimagines traditional treatments. Iconic rituals like the Blue Nila treatment, once used by Amazigh brides to brighten skin before weddings, have been refined into luxurious, globally loved products. Izil also champions lesser-known ingredients like Aker Fassi and prickly pear, all ethically sourced and traceable. It is an invitation for all women to reconnect with their inner selves.
Authenticity is central to Izil’s ethos. The brand partners directly with Moroccan cooperatives, many women-led, ensuring ingredients are pure and ethically harvested. This approach preserves traditional methods and supports the dignity and livelihoods of local communities. Izil’s in-house production process gives full control over formulation and quality.
Each product is clinically tested and crafted with care to honor the land, cultural legacy, and the women who use them. Cult favorites include the Blue Nila Body Ritual, which exfoliates and brightens skin, and the Green Tea Ritual Set, praised for gentle purification.
These embody Izil’s philosophy of marrying cultural rituals with modern skincare science. Sustainability at Izil extends beyond environmental concerns to respect for heritage and future generations. From recyclable glass packaging to low-waste manufacturing, every choice reflects intentional care. Though still growing its community initiatives, Izil supports artisan cooperatives and women-led projects and aims to mentor emerging entrepreneurs.
Starting in Morocco, Izil has expanded across the Arab world and Africa, recently launching in the United States and opening flagship stores. A recent rebrand highlights the brand’s enduring values of purity, power, and presence, expressing who Izil has always been.
For Mouna, success is measured not by numbers but by the emotional connection Izil creates, as seen in the glow on women’s skin, the peace in their rituals, and the sense of belonging to a deeper cultural heritage. “If we build something meaningful, honest, and rooted,” she says, “we’re on the right path.” Izil Beauty is more than a brand; it is a movement, a celebration of Moroccan heritage and ancient wisdom that believes beauty is not about perfection but connection.