Scan Magazine | Beauty Profile | Loelle
Dominique Guellouchi and colleague Sara Nomberg at beauty awards.
Essentially kind oil Despite its long history, you may never have heard of argan oil. It is time to familiarise yourself with the name, because this Moroccan beauty secret is about to take the world by storm. One of those spreading the word about the benefits of the exotic oil is the man behind the company Loelle. By Pia Petersson | Photos: Loelle
First mentioned in medical texts from the 13th century, argan oil is believed to have been used as early as 1500 BC. It is widely utilised in Morocco, in cooking as well as in medicine and beauty treatments. “Argan oil is an important component of Moroccan traditional medicine. It’s packed with vitamins that help the skin regain its lustre,” explains Dominique Samir Guellouchi, founder of Loelle, a company that produces and distributes argan oil in Sweden and online. The inspiration behind the company comes from two important people. “My mother, who’s from Finland, met my father in Morocco – a country and culture she fell in love with. She has always advocated a healthy lifestyle and sug22 | Issue 104 | September 2017
gested I start the business. I named it after my daughter who was born around the time when I founded the business. My daughter stands for love, so I felt the name was perfect because the motto of the company is love and kindness,” says Guellouchi. Argan is a tree endemic to Morocco. The rare oil is extracted from the kernel inside the argan nut, which is found inside the argan fruit. From having been a local ingredient, the oil has become increasingly popular globally due to its antioxidant properties and cosmetic benefits. “At Loelle, we believe that skin products should contain as few ingredients as possible and be free from chemical additives. More and more people become
aware of the benefits of organic, natural oils and seek to replace their old products. Recently, we launched a luxury series, containing among other products a barbary fig seed oil, which has been a big hit and even won Best Serum 2017,” Guellouchi explains. In addition to the commitment to organic, natural products, Loelle takes a societal responsibility. The production of Loelle’s oil is placed in the safe hands of a few women’s cooperatives in Morocco. “I’m glad we found the cooperatives we’re working with. We have a nice relationship, regularly go there and donate clothes and school supplies to the children in the village. They’re incredibly nice people, but sadly very poor. So, in line with our philosophy of love and kindness, buying our products helps these women and children. It’s a win-win situation,” Guellouchi finishes. Web: www.loelle.se