The magical refresh. You know the look: a smooth forehead that’s not frozen, a tightened jawline, cheekbones that are neither too plump nor too deflated—all without any visible traces of surgery. That’s what everyone is after. But many fall into the trap of excessive cosmetic procedures, ending up with overly tight faces, altered eye shapes, and disproportionate features. Who’s to blame? Likely a mix of impatient patients chasing youth and heavy-handed practitioners. And with an ever-growing industry, the temptation is strong. Let’s stay positive—some procedures, surgical or not, are incredibly well-executed. Dr. M, an expert in reconstructive surgery, explains the why, the how, and most importantly, the dos and do-nots.

An exponential demand and pseudo-experts 

The field of plastic surgery has been experiencing steady growth for years. In 2023 alone, the total number of surgical and non-surgical procedures increased by 3.4%, reaching 34.9 million, according to the International Society of Aesthetic Plastic Surgery (ISAPS). That’s a 40% surge over the past four years. The most in-demand procedures? Liposuction, breast augmentation, eyelid surgery, along with Botox and hyaluronic acid injections.

Social media has largely fueled this popularity by normalizing these treatments. But the open access to information has also made patients more knowledgeable. “Thanks to the abundance of before-and-after images, people are more informed. They’ve become more critical and can distinguish well-executed procedures from botched ones. This pushes the profession to modernize techniques for more natural-looking, subtle results,” says Dr. M, a plastic surgeon specializing in facial procedures. Today’s goal? Less drastic, more harmonious transformations. Because according to experts, overly visible or unbalanced results often signal poorly executed work.

The telltale signs of surgery

 “A well-done plastic surgery procedure should be undetectable,” Dr. M states. But there are some red flags. A face that appears overly tight and expressionless is often the result of an outdated facelift technique that only tightens the skin. “Facelift techniques have improved significantly in recent years. With the deep plane facelift (which we covered in detail in a previous article—editor’s note), we reposition the deeper structures of the face,” he explains. Other common signs of a poorly performed facelift include hairlines that have been pulled back too far, earlobes stretched downward, visible scars, or a neck that hasn’t been properly tightened.

When it comes to eyelid surgery, known as blepharoplasty, older techniques involved cutting the skin and muscles to remove fat pockets, often resulting in a rounded eye shape. Today, the procedure is performed from the inside of the eyelids to maintain their natural contour. “For a long time, traditional blepharoplasty was about removal—taking away skin and fat. Now, we understand aging-related volume loss and muscle weakening much better. Instead of just removing tissue, we add volume with fat grafting and tighten the muscles, making the eyes appear larger, more open, and less tired,” Dr. M explains.

As for rhinoplasty, an unnatural-looking nose is often a telltale sign of poor plastic surgery. “A well-done nose job should blend seamlessly with the face, without looking operated on,” says Dr. M. “This applies to all procedures—whether it’s the breasts, abdomen, or buttocks. It’s always about balance. The moment you disrupt natural proportions, it becomes obvious.”

What about injections? 

While injections aren’t permanent, they can also reveal poorly executed work. The most commonly used products are hyaluronic acid and Botox. “Modern hyaluronic acids are excellent products and are well tolerated in most cases—provided they’re used in the right dosage. Too much volume can distort facial proportions,” warns Dr. M. Many patients keep topping up their injections to maintain the same look, forgetting that hyaluronic acid doesn’t fully dissolve. Depending on the person, it can linger for 12, 18, or even 24 months. “Some areas break down faster than others. Under-eye fillers last longer, while temples lose volume more quickly. That’s why it’s important to avoid over-treating the same areas repeatedly. Always ask yourself if it’s truly necessary before getting another injection, and opt for small amounts,” he advises. The good news? Hyaluronic acid has an antidote—hyaluronidase, which can dissolve excess filler.

https://www.instagram.com/docteurvalentinchabbi/?utm_source=ig_embed&ig_rid=681cd782-17de-48fb-87ef-b26cc9c8f303

On the other hand, Botox completely wears off within four to six months, making it safe to repeat treatments multiple times a year. However, an overzealous doctor can freeze the forehead and eyes, creating an unnatural look. “One common sign of poorly injected Botox is the ‘Mephisto effect,’ where the outer eyebrows arch unnaturally high. This happens when only the center of the forehead is treated, allowing the brow tails to lift. If this occurs, a small additional Botox injection can balance it out,” explains Dr. M. Unlike hyaluronic acid, Botox has no antidote—if you don’t like the results, you’ll just have to wait it out.

The shift towards a more natural look

By now, it’s clear that aesthetic enhancements can be subtle and natural-looking. In fact, some people who have gone overboard with plastic surgery are now reversing the effects. Demi Moore and Lindsay Lohan are prime examples. Both recently appeared looking noticeably younger. So, what’s their secret? “Demi Moore had overdone hyaluronic acid injections, resulting in overly inflated cheekbones. She likely used hyaluronidase to dissolve the excess filler and then had a very well-executed facelift,” analyzes Dr. M.

Lindsay Lohan, on the other hand, appeared with overly plumped lips, heavy eyelids, and a somewhat bloated face. “From what I can see, she probably also used hyaluronidase to dissolve excess hyaluronic acid. To rejuvenate her look, she has clearly undergone a blepharoplasty. This is a high-quality cosmetic surgery procedure because it has truly enhanced and rejuvenated her appearance without altering her expression,” explains Dr. M. “Some people also speculate that she had a facelift, but in my opinion, that seems unlikely. Lindsay Lohan is still young—she’s only 38—and she has naturally well-defined facial features. It seems more likely that she has lost a significant amount of weight, possibly with the help of the well-known GLP-1 agonists (Ozempic, Mounjaro, Wegovy, etc.). Finally, in older photos, the actress had visible skin texture issues, with dilated pores and minor vascular spots, resembling rosacea. Today, her complexion appears much more even, and her skin texture seems refined. This suggests that she has undergone deep skin cleansing treatments using modern technologies and lasers to achieve a more uniform look,” he adds.

It indeed appears that combining facial treatments, aesthetic medicine, and cosmetic surgery is becoming increasingly common to achieve better results. “The aesthetic toolbox is much more extensive than it was a few years ago. Surgery has advanced, but we now also have devices that tighten tissues, thread lifts, a variety of injectables such as exosomes, mesotherapy, lasers, and more. While surgery primarily targets deeper layers, it’s also essential to treat the skin’s surface,” explains the expert. It is therefore the physician’s role to offer patients comprehensive, tailored treatment plans.

Treatments for every age

While cosmetic surgery may seem like a miraculous way to achieve a youthful appearance quickly, preparatory treatments and a healthy lifestyle are necessary to improve skin quality and enhance results. “I often see patients in their 50s or 60s who have barely done anything and suddenly want a facelift as a miracle solution. But they need to do other things first. They should start by balancing their hormones because menopause affects skin quality, maintain a healthy weight, focus on proper nutrition and sleep, quit smoking, and take care of their skin with deep treatments. When all these steps are followed in the right order and finished with a facelift, the rejuvenation effect is much more harmonious and natural,” concludes Dr. M. Before taking the leap into cosmetic surgery, it is crucial to research different techniques, be certain of your decision, and seek multiple professional opinions.

*Our source wished to remain anonymous.

Picture (c) : Vogue 

While today’s beauty landscape champions self-acceptance and natural aesthetics, aesthetic medicine is far from fading into obscurity. According to the International Society of Aesthetic Plastic Surgery (ISAPS), the total number of surgical and non-surgical procedures increased by 3.4% in 2023, reaching 34.9 million worldwide. Among the most popular treatments are Botox and hyaluronic acid injections, laser hair removal, non-surgical skin tightening, and non-invasive fat reduction.

Facial rejuvenation remains a top priority, but the trend is shifting towards more natural-looking enhancements, steering away from overly frozen results. The focus is now on gentler, less invasive methods. This year, three procedures, in particular, are generating buzz: salmon sperm injections, Korean silk thread lifts, and exosome therapy.

Salmon sperm injections

Celebrity-approved and social media’s latest obsession, salmon sperm injections are making waves in the beauty world. Though this Korean technique has existed since 2015, it recently made a comeback thanks to Jennifer Aniston and Kim Kardashian. In July, the reality star revealed on her show that she had tried the treatment. Then, in October 2024, Aniston confirmed on Jimmy Kimmel Live that she, too, had undergone the procedure—both praising its anti-aging effects.

Salmon sperm is said to be rich in polynucleotides, small fragments of DNA and RNA. “When injected into the skin, they stimulate the production of new blood vessels, collagen, and keratinocytes (which make up 90% of the epidermis), promoting cellular regeneration,” explains Dr. Richard Westreich, a New York-based plastic surgeon, in an interview with The Guardian. Of course, it’s not raw sperm but purified extracts. The result? Plumper, more hydrated, and visibly healthier skin.

On paper, it sounds like the ultimate anti-aging solution. However, scientific studies on its efficacy are mixed. While some report “significant improvements in skin elasticity and hydration,” others find the benefits minimal, if not negligible. As for side effects, opinions are divided. Some experts claim the treatment is safe when administered by professionals, while others report redness, bruising, or post-injection swelling.

Beyond its questionable effectiveness, this method raises environmental and ethical concerns. With salmon already at risk due to overfishing, PETA has denounced the extraction process as extremely painful for the fish. Bottom line? This trend is a hard pass.

@vakitamedia

S’injecter du sperme de saumon dans le visage, ça vous paraît fou non ? C’est pourtant la nouvelle mode en chirurgie esthétique. Une tendance qui (une fois encore) exploite les animaux.

♬ son original – Vakita – Vakita

Korean Silk Thread Lift

As the name suggests, this aesthetic treatment also hails from Korea. But unlike traditional lifts, it smooths wrinkles and signs of aging without needles. Known as the “hiko” lift, it involves infusing silk protein threads, soaked in a serum containing hyaluronic acid and marine collagen, into facial creases. The skin absorbs them instantly, delivering an immediate tightening effect.

This revolutionary approach offers several advantages. It’s non-invasive, completely painless, free from side effects, and suitable for all skin types. Silk proteins are natural and biocompatible with the epidermis.

The real wow factor? Results are visible instantly—wrinkles are filled, and skin appears firmer. Even better, just one session per year is enough to maintain long-lasting youthful effects. Still skeptical? A quick search for before-and-after photos on social media speaks for itself. While this treatment is still relatively rare in Morocco, it’s only a matter of time before it becomes widely available in aesthetic clinics. In France, several beauty institutes already offer the hiko lift.

Exosome Therapy

Here’s another game-changing innovation—one that doesn’t involve injections. Meet exosome therapy. While still relatively unknown in France and Morocco, this treatment is booming in South Korea and the U.S., with a certain celebrity leading the charge… Yes, Kim Kardashian (again!). Exosomes are naturally occurring components in the body that facilitate cellular communication.

These nano-vesicles (tiny sacs) transport proteins, lipids, growth factors, minerals, and vitamins, acting as messengers that promote cellular renewal. However, as we age, the number of healthy cells declines, and their communication weakens.

Exosome therapy involves applying these nano-vesicles directly to the skin to kickstart cellular regeneration. The practitioner then uses microneedling to create micro-channels, allowing the exosome-rich serum to penetrate deeply. This stimulates collagen, elastin, and hyaluronic acid production while strengthening the skin barrier.

The results? Tightened pores, smoothed wrinkles, a more radiant complexion, faded scars, and firmer skin. Unlike Botox, exosomes work on the entire skin surface for a holistic anti-aging effect. This method can also be used on the scalp to boost hair growth.

For lasting results, three to five sessions spaced 15 days apart are recommended, with maintenance every six months. Derived from plants, exosomes are suitable for all skin types and have no contraindications. The only potential side effect? Mild redness post-treatment. They can even be used preventatively from the age of 30. Notably, Exomide-brand exosomes have recently entered the Moroccan market and are now available through select aesthetic doctors and dermatologists.

Not ready to take the plunge? You can start with at-home skincare. Brands like Skin Diligent and Dr. Barbara Sturm now offer serums and creams enriched with plant-based exosomes—though their concentrations are significantly lower than in professional treatments.

Bonus: The Notox Trend

For those reluctant to dive into aesthetic medicine, there’s another anti-aging trend making waves: Notox—a blend of “no” and “Botox.” This approach relies on skincare and techniques that naturally stimulate cellular regeneration. Think: hyaluronic acid-, peptide-, vitamin C-, and bakuchiol-enriched cosmetics, LED light therapy, and a daily facial massage routine. Sometimes, the simplest solutions are the most effective.

Picture (c) : Vogue

It’s not always easy to get back into the swing of things and resume the work rhythm after the summer holidays. So, to make this return smoother, we take some time for ourselves and indulge. How? By discovering a new skincare routine with concentrated active ingredients, indulging in a more autumnal fragrance, or splurging on a luxurious lipstick. Here are the must-see 2024 beauty launches you don’t want to miss.

Skincare that’s more minimalist than ever

You might think the cosmetics market is saturated with such a vast range of options. Yet, this hasn’t stopped young brands from launching in hopes of competing with industry giants. They stand out by offering minimalist skincare with short ingredient lists, perfectly balanced with effective active ingredients. And the success is real! Take PERS and Mimétique, two French labels that were launched in October 2023 and are already thriving. new beauty releases 

The most intuitive: PERS

Created by a doctor, PERS stands out for its commitment to simplifying skincare routines to the essentials. The routine consists of 4 steps: Protect in the morning, Enhance anytime during the day, Repair in the evening, and Stimulate the following evening (hence the name PERS). Repeated daily, this routine  restores the skin’s natural cycle and helps protect its integrity.

PERS offers six essential products: a 10% Vitamin C serum, SPF 50+ care, a healthy glow balm, a hydrating cream in rich or light formulas, and a concentrated retinol serum. Each product contains carefully dosed, renowned active ingredients, with highly effective formulas that provide the skin with only what it needs—nothing more, nothing less.

The most scientific: Mimétique

Behind Mimétique is a young chemist, Fabienne Sebaoun. Her philosophy? Mimic the skin to regenerate it. In other words, she sought to understand the skin’s natural biological mechanisms to develop products based on biomimicry. The brand has created the SMR-C5 complex, composed of five active ingredients naturally present in the skin, chosen for their ability to strengthen it and boost cellular regeneration. There is no overdosing of active ingredients here, as over-stimulation of the skin barrier can lead to irritation and exhaustion. Mimétique’s routine is also simple, featuring five essential products: a makeup-removing balm that soothes and nourishes, a hydrating cream that plumps and firms, a lifting and decongesting eye cream, a serum for smoother, brighter skin, and a face oil for nighttime use. new beauty releases 

Read also : BAKUCHIOL: THE STAR INGREDIENT OF NEW ANTI-AGING TREATMENTS

The most concentrated: Kuora

Among 2024’s skincare launches, another standout brand this season is Kuora, recently introduced to Morocco. This Spanish brand focuses on doing more with less, offering minimalist skincare routines where the superfluous is eliminated. Only natural active ingredients that the skin truly needs are included, at optimal, effective concentrations. Bestsellers include the anti-wrinkle serum with biomembranes and hyaluronic acid, the body cellulite-correcting gel, and the SPF 50+ sunscreen. Tested and approved!

PERS and Mimétique products are available in France, online or at Le Bon Marché Rive Gauche in Paris.
Kuora products are available in Moroccan pharmacies.

Bold olfactory creations. NEW BEAUTY RELEASES
The most elegant: Barénia Eau de Parfum by Hermès
In the world of 2024 beauty launches, perfumery is not lagging behind. Hermès, in particular, is unveiling Barénia this September, a refined feminine cyprus  fragrance. It’s been several years since the brand launched a completely new olfactory creation, but it was worth the wait. Inspired by Barénia leather, an iconic material from Hermès, this composition by perfumer Christine Nagel celebrates cyprus,  one of the most beautiful ingredients  in perfumery. new beauty releases 

The fragrance opens with a citrus note brought by bergamot and miracle berry, a small red fruit from Ghana. At the heart of the scent, the softness of butterfly lily is enveloped by the woody, sensual notes of oak and patchouli, resulting in a bold yet delicate fragrance. The bottle design is inspired by Hermès’ iconic Collier de Chien bracelet.

Price: 1,656 MAD for a 100 ml bottle.
Available in selective perfumeries.

The most eclectic: Les Éternels collection by Balmain Beauté

Balmain Beauté has just launched its first collection of mixed niche perfumes this September. Entitled “Les Éternels,” it comprises eight references divided into four different olfactory families: musks, ambers, florals, and woods, each representing a distinct facet of the brand’s universe. This project has been a long time coming for Olivier Rousteing, Balmain’s artistic director, who has been working on it for two years. To prolong the summer, we recommend Vent Vert, a reinterpretation of the classic created by Pierre Balmain in 1947. Inspired by nature, this eau de parfum combines the zesty freshness of green mandarin with a sensual blooming jasmine. Basil, mint, and fig leaf notes enhance the fragrance’s green aspect, while the base settles into a woody finish, accented with a touch of blackcurrant.

Sel d’Ambre pays tribute to Africa and the shimmering nights of the desert with a radiant, sensual amber paired with the mineral and salty oceanic notes of gray amber.  We love the spicy, warm character of this fragrance, perfect as the weather cools. Finally, Carbone is the perfume that was most beloved by Olivier Rousteing’s close friends, including Beyoncé! A dark, musky fragrance infused with the softness of neo-absolute rose.

As for the design, the creator chose angular bottles to honor the brand’s first creations, while the round cap is inspired by Balmain’s 1970s Labyrinth motif.

Price: 500 euros for a 100 ml bottle (around 5,500 MAD).
Available on balmainbeauty.eu.

Designer makeup.    new beauty releases 
Celine launches its first cosmetics line

Earlier this year, luxury fashion brand Celine announced the upcoming launch of its makeup line. The first product, a lipstick from the “Rouge Celine” collection, debuted in early September at the brand’s store on Rue Saint-Honoré. Named “Triomphe,” in reference to Celine’s original logo, this bold red lipstick is encased in a cylindrical gold case adorned with the signature monogram.

In terms of formulation, it is composed of 89% natural ingredients, resulting in a soft and comfortable texture that coats the lips in vibrant color. A special mention goes to its scent, a blend of rose and rice powder, reminiscent of the house’s entire designer parfumerie collection. Available in mid-October on celine.com, the collection includes 15 different shades. The beauty line is expected to expand over time with products for the eyes (mascara, pencils, eyeliner), face (loose powders, blush), and nails. We can’t wait!

Available in mid-October on celine.com and at Le Bon Marché Rive Gauche in Paris.

Picture (c) : David Vasiljevic

For Hair: Botanical Repair Strengthening Shampoo, Aveda

Known for its vegan hair products formulated with naturally derived ingredients, Aveda is a trusted brand. For summer, we’re packing the Botanical Repair Strengthening Shampoo in our travel kit. Its silicone-free formula gently cleanses and repairs hair from within. It’s perfect for preventing your hair from getting too damaged during vacation from sun exposure and constant swimming. 

Price: 110 DH for a 50 ml bottle.
Available at Esthécare.

For the Face: Fleur de Vigne Foaming Cleanser, Caudalie

A bestseller from the French brand, this ultra-light lotion transforms into a creamy foam for gentle cleansing. Its soap-free formula is made with 98% naturally derived ingredients. It removes impurities while maintaining the skin’s natural balance. It leaves the skin feeling soft, fresh, and radiant. Special mention goes to its Fleur de Vigne scent, combining floral notes of white rose, watermelon, and pink pepper. Last but not least, its small 50 ml size fits perfectly in our travel kit!

Price: 85 DH for a 50 ml bottle.
Available at selective perfumeries.

For the Body: Concentrated Shower Gel, Yves Rocher

For many, Yves Rocher brings back memories of the first cosmetics we used as teenagers. If you’re feeling nostalgic, we recommend the Concentrated Shower Gel. What’s special about it? Its 100 ml size provides as many showers as a 400 ml bottle. Just a small amount is enough for the gel texture to transform into a rich foam. Sulfate-free, it cleanses without drying out the skin and leaves a delicate scent. This vacation, we’re taking the coconut-scented shower gel with us.It’s  perfect after a day at the beach.

Price: 69 DH for a 100 ml bottle.
Available in stores or on yves-rocher.ma.

For the Hands: Verbena Cooling Hand Cream, L’Occitane

In summer, we can suffer from both clammy hands and irritated  skin. To remedy this, it’s important to apply a dedicated hand cream daily. Our favorite? L’Occitane’s Cooling Hand Cream. Enriched with organic verbena extract and tapioca powder, it reduces the feeling of moisture and hand swelling while intensely moisturizing. We love the cooling effect upon application and its powdery finish that fights clamminess. Day by day, your hands will become softer and delicately scented.

Price: 95 DH for a 30 ml tube.
Available at selective perfumeries.

For the Lips: Lip Sleeping Mask, Laneige

This is a product you’ve likely seen on social media. Praised by many celebrities and influencers worldwide, this nourishing lip mask by the Korean brand Laneige is a must-have. Apply it overnight to remove dead skin cells, leaving lips soft and nourished thanks to its antioxidant-rich formula. Vitamin C helps protect the delicate skin of the lips, while coconut oil offers long-lasting hydration. It’s available in vanilla, berry, mango, and even watermelon flavors. Kendall Jenner, Kate Moss, Sofia Richie, and Sydney Sweeney can’t live without it! How about you?

Price: 350 DH for a 20g jar.
Available on ma.joahbox.com.

For Everyday Bumps and Scrapes: Multi-purpose Balm, Egyptian Magic

We’ve already introduced you to the Egyptian Magic balm. You might have even taken our advice and made it a bathroom staple. This natural balm, inspired by an ancient Egyptian recipe, is known for its many benefits. Made with just six ingredients, including olive oil, honey, beeswax, and propolis, it nourishes, heals, and soothes sensitive skin. It can be used as a moisturizer for the body and face, and even as a hair mask. At the editorial team, we like to apply it on sunburns, redness, irritations, cuticles, and cracked heels. Thanks to its rich texture, a small amount goes a long way. With this mini jar, you can treat the whole family, including babies. In short, it’s a travel kit essential!

Price: 80 DH for a 7.5ml jar.
Available at Beauty Success or on beautysuccess.co.

Bonus: Discovery Travel Kits

Some brands also offer discovery kits containing various mini products for a complete beauty routine. This is the case with marocMaroc, which offers five body and face care essentials. It includes some bestsellers like the Caresse de Néroli cleansing milk that gently cleanses, soothes, and hydrates the eyes and face. Also included are the invigorating Infusion d’Orange shower milk and the Roses Velours body lotion for a velvety finish.

Price: 330 DH for a kit with 5 products of 40 ml each.
Available on marocmaroc.ma.

On the other hand, Moroccan cosmetics brand Hendiya has designed a travel kit containing all the essentials for the face. Exfoliating soap with prickly pear seeds, purifying tonic water, brightening cream, regenerating cream, and dry body oil. We love that each product contains prickly pear seed oil and at least 95% naturally derived ingredients.

Price: 325 DH for a kit with 5 products of 20g and 30ml.
Available on hendiya.com.

Picture (c) : Vogue

L’ORÉAL MAROC : 80 ANS D’INNOVATION ET D’ENGAGEMENT

It was this Thursday, May 16th, at the Villa des Arts in Casablanca, that L’Oréal Morocco invited its partners, friends, and collaborators to celebrate its 80th year  in Morocco. An elegant ceremony, rich in immersive and technological discoveries, aimed to highlight the group’s strong grounding in the development of the cosmetics industry and its impact on the Moroccan ecosystem.

Since its arrival in 1943, L’Oréal has continuously transformed the beauty sector. Today, as a leader in the market with its portfolio of 18 international brands, the group is driven by a clear mission: “Create beauty that moves the world forward.” To achieve this, several commitments have been made, aiming notably to address climate challenges, preserve natural resources, and build a more inclusive society. It remains a pioneering and historic group, resolutely focused on the future. But first, a bit of history!

From a kitchen to a global leader in cosmetics

Let’s start at the beginning. It was in 1909 that Eugène Schueller, a young chemist and entrepreneur at heart, developed in his kitchen-turned-laboratory the first formula for a harmless hair dye, called Oréal. Little did he know that by creating the French Society of Harmless Hair Dyes, he was laying the foundation for the future number one beauty company and embarking on the adventure of a lifetime. A few years later, the company diversified its offerings and in 1934 launched Ambre Solaire, the first filtering sun oil on the market, whose fragrance remains timeless even today.

In 1939, Eugène Schueller’s company changed its name to L’Oréal. Already present in various European countries, the company aimed to continue its international expansion and chose Morocco to establish its first subsidiary outside of Europe. It introduced its products in the territory under the name UFCI (French Union for Commerce and Industry) in 1943, starting with its flagship brand DOP. This marked the launch of the first soap-free shampoo sold on a large scale.

The adventure continued with the launch of several iconic products, such as the cold permanent wave Oréol, Garnier’s marrow shampoo, and the legendary Elnett hairspray. The group entered the luxury sector in 1964 by acquiring Lancôme. That same year, the hair care brand Kérastase was born. In 1971, L’Oréal’s iconic slogan became a symbol of self-affirmation with the famous phrase “Because you’re worth it.”

Always eclectic,  the group continued to expand into various territories: in addition to hair care, it developed perfumes (including the iconic perfume for young girls, Anaïs de Cacharel, in 1978), skincare (such as L’Oréal’s Liposomes Plénitude day cream in 1988), as well as makeup (with the acquisition of Gemey Maybelline in 1998). These products gradually entered the Moroccan market. To name a few: Vichy and Mixa Baby toiletry milk in the 1980s, La Roche-Posay and Majirel hair coloring in the 1990s, and Yves Saint Laurent Beauty in the 2010s.

Today, there are a total of 18 international brands on the market, catering to babies, children, women, and men alike, making L’Oréal  Morocco the leader across the entire cosmetics sector. We all have at least one product from the group in our bathrooms.

Read also : MAKEUP 2024: THE 4 SPRING-SUMMER TRENDS

 A socially engaged company… 

But beyond products, L’Oréal Morocco is also committed to beauty, innovation, and sustainability. The initiatives of the Moroccan subsidiary align with the group’s commitments through the “L’Oréal for the Future” program. The goals: economic and social integration, minimization of environmental impact, promotion of diversity, and inclusion. Remember, we’ve already talked about the Collective Gardens of Ourika, YSL Beauté’s eco-responsible project that showcases local craftsmanship and empowers women through the creation of cooperatives. The commitment to women’s financial and social independence continues through training programs in hairdressing, co-created in partnership with OFPPT.

Youth is also at the heart of the group’s priorities. Through the global program “L’Oréal For Youth,” concrete actions are taken to improve the employability of young people by providing them with certified training and career opportunities.

Sometimes, these initiatives are led by the brands themselves. We can think of L’Oréal Paris, which is committed to combating street harassment through its StandUp program, La Roche-Posay, whose “Engaged by Your Side” program focuses on supporting people with cancer and treating side effects. Also, the “Care For All” initiative led by CeraVe, aimed at improving access to dermatological care for disadvantaged communities and in hard-to-reach areas, etc.

… and looking towards the future

Since 2021, the group has chosen a powerful slogan: “Creating beauty that moves the world forward.” This phrase  represents L’Oréal’s advancements in the field of beauty tech. As a pioneer in new technologies related to beauty, the group has developed various intelligent devices, online platforms, and digital services to meet ultra-personalized needs. Among them, K-Scan by Kérastase, an intelligent camera for hair and scalp. Powered by AI, it allows hairdressers to better understand clients’ needs to provide more precise care. Vichy’s SkinConsult AI is a diagnostic tool developed with dermatologists, allowing for personalized skincare routines using AI. And there’s Rouge sur mesure by Yves Saint Laurent, the first personalized lipstick creation tool.

This emblematic anniversary also marked the announcement of L’Oréal Morocco’s relocation to the Casablanca Finance City business district after 75 years at its historic headquarters. These new environmentally friendly premises offer a modern setting in perfect harmony with L’Oréal’s values of excellence and innovation. They are located in a HQE Gold-certified building powered exclusively by renewable energy sources. This is yet another step that once again demonstrates the importance of innovation, inclusion, and sustainable development for L’Oréal Morocco.

 Picture (c) : Arret sur Image

We’re not telling you anything new; clean beauty is the trend of the moment. The formulas of our beauty products are becoming increasingly natural and minimalist. The forms are also changing and adapting. Of course we are already familiar with solid skincare products, usually in the form of soap bars, which have been a staple in our beauty routines for a few years now. This evolution makes sense, considering that solid cosmetics are eco-friendly and address current environmental concerns. But now, a new medium is emerging: powder cosmetics. We’re talking about shower gel, shampoo, face cleanser, deodorant, and even toothpaste, all delivered in powder form. Proof of its popularity is that all major brands are getting on board: Dior, Chanel, Sephora, Clinique… See for yourself !

Magic powder or just hype ?

The main advantage of powder cosmetics is that they don’t contain water. Bacteria cannot thrive in them, making the addition of preservatives unnecessary. Powder cosmetics can, therefore, boast cleaner formulas. They are also more effective as they are highly concentrated with active ingredients. These beauty products are lighter and more convenient to carry, even in your carry-on luggage where liquids are prohibited.

Powder cosmetics also stand out for their playful aspect. At a time when consumers are rediscovering the joy of homemade recipes, this sense of DIY is appealing. To use a powder product, you need to mix it with purified water. This way, you avoid wastage while adjusting the consistency according to your preferences. Products in powder form also have a longer shelf life, and their containers are endlessly refillable. Totally with the times!

More and more brands are already offering effective products. Among the most well-known are French natural beauty brands like Yodi, Yanne Wellness, and Perlucine. As for luxury brands, Dior and Chanel have recently ventured into powder cosmetics, along with more mainstream brands like Mario Badescu, Sephora, Clinique, Klorane… We’ll introduce you to the products that, in our opinion, deserve a place in your beauty routine.

Ultra-Fine Exfoliating Powder, Hydra Life – Dior

Composed of sugar extract and lotus seeds, this exfoliating powder promises deep and precise action to reveal the skin’s natural radiance. With regular use, the skin’s texture is refined and smoothed, and the appearance of pores is reduced. The complexion becomes clearer and glowing. The advantage of its powder formula is that it can be used in various ways. When dry, it allows for deep exfoliation in areas prone to blackheads. For daily use, it can be used as a cleanser by wetting it with water. Upon contact, the powder transforms into a fine and pleasant foam.

Price: 502 DH per 40g bottle. Available in selective perfumeries and on shop-beauty.dior.ma

Chanel No. 1 Cleansing Foam Powder

Remember, at the launch in early 2022, we introduced you to Chanel’s eco-friendly No. 1 line, holistic products designed to combat the first signs of aging that won us over. Among our favorite products is the cleansing foam powder. Enriched with extract and oil of red camellia (the main ingredient of the line), this daily care deeply purifies the skin, leaving it clear, soft, and radiant. Importantly, it does not dry out the skin thanks to a formula containing 93% natural ingredients.

Price: Approximately 560 DH for a 25g bottle. Available in selective perfumeries.

Fragranced Shower Powder, Perlucine

The French brand Perlucine has chosen to work with white oyster shell powder. Remineralizing, exfoliating, and mattifying, it indeed possesses many virtues. If the brand has made powder cosmetics its specialty (shampoo, deodorant, and even toothpaste), we recommend starting with the shower powder. Enriched with a pre/probiotic complex, it helps maintain skin balance while reinforcing the epidermal barrier. Another advantage: the container is refillable.

Price: Approximately 170 DH for a 35g bottle. 100g refill in kraft paper for approximately 240 DH. Available on perlucine.fr

Revitalizing Powder Mask, Yanne Wellness

Among the best-sellers of the brand, this face mask is enriched with an algae and vegetable oil complex. It deeply hydrates the skin and protects it from aging. Upon contact with water, its powder transforms into an ultra-fresh blue gel, very pleasant to apply.

Price: Approximately 500 DH for a box of 10 sachets. Available on yannewellness.com

Silver Powder, Mario Badescu

This is a product for oily skin prone to excess sebum and blackheads. Its secret? A powerful cocktail of natural minerals such as kaolin, calcium carbonate, and zinc oxide, which helps purify pores. The result is clear, fresh, and matte skin. To enjoy all its benefits, moisten a cotton ball with the powder to create a paste. Then, gently pat it on the T-zone, leave it on for about ten minutes, and then cleanse with a toner. Use 1 to 2 times a week.

Price: Approximately 200 DH for a 29ml pot. Available on sephora.fr

The Greeench Deodorant Powder, Lush

You may be familiar with Lush bath bombs. The British brand also offers many natural products, such as The Greeench deodorant. Made from tea tree and thyme essential oils, sage, rosemary, and clubmoss powder, it absorbs sweat, eliminates odors, and keeps the skin dry. It can even be used on the feet or in shoes !

Price: Approximately 160 DH for a 75g bottle. Available on lush.com

Respect Powder Shampoo, David Lucas

Made from exclusively natural active ingredients, the Respect powder shampoo consists of only 7 ingredients. It contains clay, a plant-based cleansing base, and micronized oyster shell powder. Designed for sensitive scalps and fine hair lacking in volume, it promises shine and softness while lifting the roots. Unlike some solid cosmetics, this powder shampoo produces a rich lather when in contact with water and rinses off easily. Moreover, its all-natural formula (which scores 100/100 on Yuka) allows for daily use.

Price: Approximately 400 DH for a 50g bottle. Available on davidlucas.paris

Powder Toothpaste, Aloya

Moroccan brands are also venturing into powder cosmetics. Aloya, for example, offers a purifying and refreshing toothpaste that contains no chemical ingredients. It includes clay, licorice powder, activated charcoal, Amal powder, and peppermint essential oil. Only a small amount of powder is needed, so it’s not only eco-friendly but also economical.

Price: 55 DH for a 50g jar. Available on aloya.ma

Photo (c) : Trendhunter

 When it comes to fitness, do you think you’ve tried everything? After starting a detox, you’ve turned to facial yoga to raise those cheekbones, tested the latest trendy sports, and stayed alert to new alternative medicines supposed to help you lose weight. Despite all the good intentions in the world, some small annoyances still make life difficult. We’re talking about that stubborn belly fat, that cellulite that seems determined to stick around, or those crow’s feet that ruin our look. . This is where fitness tools and techniques come into play. Cryotherapy, radiofrequency, electromagnetic stimulation, etc. While these names might  seem barbaric, they represent  real innovations. But as with all remedies, you can find all kinds of conflicting information.  What really works? Which techniques are the most advanced? The editorial team tested 5 state-of-the-art methods worth considering. However, it’s important to note that there’s no miracle solution. For lasting results, the best solution is simply  to avoid sitting around all day while munching on chocolate!

To eliminate cellulite and fat deposits: Cryomodel CT5 at Esthécare

When it comes to eliminating cellulite and stubborn fat, cryotherapy has proven its effectiveness. However, this technique continues to evolve to become even more efficient. Today, it seems that the results are more noticeable when cold is combined with heat. This is the principle behind the Cryomodel CT5 technology from Reneve, available at Esthécare. This innovative treatment promises to target cellulite  and localized fat deposits through a hot-cold action. The 4 applicators alternately emit thermal energy (cold phase with hypothermic action) and electric energy (excito-motor currents with draining and reducing action). This unique combination stimulates tissue regeneration and toxin elimination. Completely painless due to the absence of suction, the Cryomodel CT5 can treat any area of the body, including the face. It is possible to target two different areas simultaneously, such as the double chin and thighs, abdomen and buttocks, etc. Finally, results are visible after the first use and are established within two months. Of course, depending on your needs, several sessions may be recommended by the therapist.

Price: 850 DH per session / 6,500 DH for a package of 10 sessions.
Esthécare Expert Center, 16, Abou Hayane Al Gharnati Street, Maârif, Casablanca.
Phone: 05 22 98 51 50.

Read also : GYMS IN MOROCCO: 3 NEW PLACES TO STAY IN SHAPE

For pain-free exercise: AlterG® Anti-Gravity Treadmill at Chenot Palace Weggis

The Swiss health and wellness center, which specializes in the Chenot method, is renowned for offering cutting-edge treatments. Recently, the palace has acquired the AlterG® Anti-Gravity Treadmill. Originally, this peculiar machine was developed for patients requiring rehabilitation. However, it is now increasingly used by all types of individuals looking to embark on a fitness regimen. Thanks to its patented pressurized chamber technology, developed for NASA, the AlterG® treadmill applies anti-gravity force to the entire body. As a result, it is possible to walk or run with the sensation of bearing only 20% of one’s body weight, which is ideal for getting back into exercise and expending energy without risking joint pain. The AlterG® has not yet made its debut in Morocco, but it is possible to try it elsewhere. In Switzerland, of course, at the Chenot Palace Weggis, but also at the MedSport Clinic located in Melilla — a  slightly closer destination, we admit.

Chenot Palace Weggis,
Hertensteinstrasse 34, 6353 Weggis, Switzerland.
Phone: +41 41 255 20 00.
MedSport Clinic,
Granados Musician Street, 2, 52004 Melilla.
Phone: +34 678 88 86 40.

To boost cellular activity: LPG Endermologie technique at Care Center Rehabilitation & Wellness

Opened less than a month ago, the medical-aesthetic center Care Center offers various services (physiotherapy, laser hair removal, cryotherapy, as well as medical restorative dermopigmentation), all performed by physicians. Among the latest innovative fitness techniques available at the center, we’re interested in LPG endermology. Holder of several patents, this machine naturally revitalizes cellular activity and deeply reactivates natural physiological processes with a small device. Inspired by the famous “palpate-roll” movement, the treatment head of the CELLU M6 is equipped with independent motorized rollers and a suction system. These will work the skin to awaken its natural mechanisms. LPG treatments cantreat  the face by reactivating the production of elastin, collagen, and hyaluronic acid to fill wrinkles, firm the skin, even out the complexion, etc. It can  also treat the body by releasing and eliminating fat deposits, reactivating blood and lymphatic circulation, as well as the lipolysis process. It is therefore possible to eliminate fat, smooth cellulite, or firm the skin. In short, it’s a bit like the Rolls-Royce of machines. The number of sessions depends on the diagnosis made by the practitioner. Generally, for the body, it is advisable to opt for an attack cure consisting of 2 sessions per week for 5 weeks. For the face, however, results are visible very quickly, and one session may be sufficient.

Face starting from 200 DH, body starting from 650 DH.
Possibility to opt for a package or an annual subscription.
Care Center Rehabilitation & Wellness, 7 Parthenon Street, Casablanca.
Phone : 05 22 86 08 59.

 For face lifting: Emface treatment

If you are familiar with the Emsculpt treatment to develop muscles and reduce body fat mass,  Emface works in the same way but is adapted to the face. Here, patches are applied to the face, which combine monopolar radiofrequency and high-intensity electromagnetic stimulation (HIFES). The first technology will reshape and smooth the skin by heating the dermis and stimulating the synthesis of collagen fibers and elastic fibers. The HIFES, for its part, will contract and strengthen facial muscles, inducing an immediate lifted effect. This is  ideal  for people who want to achieve a rejuvenating effect and a healthy glow without resorting to injections or cosmetic surgery. For visible results, it is recommended to undergo 4 treatments, spaced one week apart, every year.

For the moment, the Emface technology is not available in Morocco, but it is possible to test it in France. 

More information here.

As a bonus, to relieve muscle tension: Exhilarating Waves massage at Conrad Rabat Arzana

Because relaxation is already a first step towards well-being, why not treat yourself to a little moment of sweetness at Conrad Rabat Arzana? Recently opened  in the capital, the palace offers a new type of treatment: the Exhilarating Waves massage. Comfortably settled on hot water cushions (oh, yes!), you let yourself go under the expert hands of the therapist who combines relaxing massage with hot stones. While the warmth and precise movements release muscle tension, this extraordinary “mattress” envelops the body in peaceful undulations. It feels like floating weightlessly. It’s Ideal for relieving tension in the neck and back, felt after a long day of work in front of the computer. It’s definitely worth trying for a true sense of letting go.

Price: 900 DH per person / 1,500 DH for a couple.
Conrad Rabat Arzana, Val d’Or Beach, Harhoura, Rabat.
Phone : 05 37 74 99 99.