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The Luxury Series.
Organic beauty inspired by nature The award-winning company Loelle is continuously introducing new organic beauty products to the Nordic market. Argan oil, Barbary Fig Seed Oil, African Black Soap and Rosewater are just a few examples. Founder and CEO Dominique Samir Guellouchi is passionate about the journey from ingredient to product. “We care for the environment, for the people we work with and for your skin. Loelle stands for kindness, family and a healthy lifestyle,” he says. By Kristine Olofsson | Photos: Loelle
All of Loelle’s products are 100 per cent organic, carry The Vegan Society’s certification, and are certified cruelty free by The Leaping Bunny. “We use sustainable sources and work closely with a women’s cooperative in Morocco. Unfortunately, there are many fake cooperatives out there, but this one is genuine, and the women call the shots,” Guellouchi explains. “The women are empowered, they get a stable income, and this particular 30 | Issue 118 | November 2018
cooperative also gives their children the chance to attend school.” Many of the ingredients in Loelle’s award-winning products stem from this collective. An example is the brand’s Luxury series, consisting of the 2017 Organic Beauty Award-winning face serum, a hair oil awarded best product and best hairstyling product last year, and a protective face oil. “Unique for these products
is the Barbary Fig Seed Oil. Loelle was the first company in Sweden to use this ingredient,” says Guellouchi. This extremely rare oil requires a whole tonne of cactus figs in order to produce just one litre of oil. “It moisturises and balances the skin, protects it from free radicals in the air, reduces fine lines and gets rid of inflammations caused by, for example, stress or bad food,” Guellouchi continues. “Many customers get back in touch with us to praise the oil. After trying one expensive brand after another, many say that this is the only product that actually works!”
Clay masks from the Moroccan mountains Another exciting product sourced from the same area in Morocco is the Rhas-