The Founder

Moroccan Roots

Growing up surrounded by nature and tradition, Mouna Abbassy developed a deep connection to her ancestral rituals and the transformative power of Morocco’s land. These roots continue to shape her vision for izil Beauty today.

In Morocco, beauty is not a pursuit but a shared experience, passed down through rituals and gatherings where ancestral recipes were cherished, refined and celebrated.

It was within these traditions that Mouna’s passion for beauty was born. She set out to perfect these time-honoured rituals, blending Morocco’s most powerful natural ingredients to create care that delivers results and brings moments of joy and well-being.

For Mouna, these rituals are a means of connecting with oneself, building confidence, and embracing self-acceptance.

An Entrepreneurial Journey

Mouna’s deep pride in her heritage, her passion for natural beauty and her desire to help women embrace their confidence inspired her entrepreneurial path. In 2012, izil Beauty was born, its name taken from the ancient Amazigh word for Pure, a tribute to Mouna’s Berber roots and the rituals that shaped her.

It began with importing Morocco’s finest beauty formulas and sharing them through small kiosks. But driven by the love for these rituals, Mouna went further, studying Organic and Non-Organic Cosmetic Science with the UK Cosmetic Science Society.
 
Armed with the scientific prowess to formulate using her ancestral skincare recipes and Moroccan ingredients, Mouna set out to share her secrets with all beauty-lovers by blending her own modern formulas. Ever since, izil has grown into a beloved brand with a devoted following – a brand where science, nature, and heritage converge, guiding women toward a confidence that radiates from within, and a celebration of the pure beauty we’re all blessed with.

Sharing Moroccan Heritage

The success of izil’s natural formulas led to an expanded product range and the opening of our flagship store and spa in The Dubai Mall. This carefully curated space invites people to escape, connect and experience a modern homage to the gatherings of Mouna’s youth and the healing rituals of her ancestors.

izil Beauty has quickly grown into one of the region’s fastest-rising clean beauty brands, earning Mouna recognition among the top 10 women behind Middle Eastern brands in 2023, alongside awards such as the Hadafi Women’s Entrepreneurship Award and the Cartier Women’s Initiative Award.

For Mouna, every success is a celebration of her roots and a commitment to uplifting her community. Through izil, she shares the magic of Moroccan rituals, crafting transformative experiences that empower women and honour the beauty of their heritage.