Casablanca – The 9th edition of Cosmetista Expo North & West Africa wraps up its four-day run today in Casablanca, with the final day putting Moroccan beauty in the spotlight with the Cosmetista Awards by celebrating “Made in Morocco” brands.
The Cosmetista Awards brought a special spotlight to “Made in Morocco” labels that were present throughout the exhibition. Names like Argalia, Zia Beautech, Yello, and Inermis, among others, moved across skincare, lip care, perfumery, and beauty innovation, each reflecting a different side of Morocco’s growing beauty scene.
More than a recognition of products alone, the moment felt like a celebration of how far local beauty has come, highlighting the rise of Moroccan beauty entrepreneurship, local innovation, and the growing ambition of brands that now sit comfortably alongside international names.
Speakers repeatedly returned to that idea, describing Moroccan beauty not just as products on display, but as stories shaped by craft, identity, and ambition. The tone throughout leaned into pride, but also momentum, as the sector continues to grow into something more structured and more visible.
Without turning it into a competition of winners and titles, the awards instead framed the brands as part of a shared movement, one where Moroccan beauty is not only participating in the global conversation, but slowly defining its own voice within it.
“We are not only celebrating products today, but we are also celebrating entrepreneurs, know-how, innovation and a real dynamic in the cosmetic industry,” said Hajar Inouss, jury member and Secretary General of Association Cosmétiques Maroc (COSMEM), during the ceremony.
“The ‘made in Morocco’ really deserves to be valued and encouraged, not only for its assets or its identity, but because the Moroccan cosmetic industry will meet the requirements or a high level of quality and will bring the image of Morocco outside our borders.”
A closer look at Moroccan brands
MWN Lifestyle magazine took the opportunity to speak with several brands bringing a distinct edge to the Moroccan market through innovation.
Inermis, for instance, stands out for its strong local anchoring, building its identity around henna sourced from Tazzarine in southeastern Morocco. The brand revisits traditional uses of henna, from care rituals passed down through generations to contemporary cosmetic formulations, turning heritage into a structured beauty concept.
Founder Nezha Ouallal explained the brand’s vision, an exclusive interview with MWN Lifestyle magazine, stressing how it is rooted in both place and memory. “The idea came to us to pay homage to our village of origin, Tazzarine,” she said, adding that Inermis was also inspired by ancestral practices of henna care used by grandmothers and mothers.
One thread stayed constant across the exhibition floor: Moroccan beauty is no longer only about products on display, but about stories being built, refined, and shared in real time.
From heritage ingredients to new formulations and emerging brands, Cosmetista Expo closed this edition with a clear sense of direction, where local creativity continues to evolve while finding its place on a broader global stage.
