In Toronto, Canada, one emerging beauty brand is bringing Moroccan beauty traditions to the masses with emphasis on pure and bold ingredients. 

Pure and Bold Beauty, founded by R&D chemist and quality assurance manager Sana Ennafati in 2023, makes body scrubs, skin and hair oils with purity, safety and quality at the core. With a master’s degree in phytochemistry – or the study of phytochemicals, which are chemicals derived from plants – from Central Library, Faculty of Sciences Semlalia in Marrakesh, Morocco, she manufacturers her own products. The argan and prickly pear seed oils in her hair and skin oils are imported from Morocco while the certified organic coconut oil in her body scrubs are sourced from Malaysia. 

In formulating for people and planet with the highest quality, Ennafati chooses a premium coconut oil base for her high-end products from Givaudan. She uses up to 2% argan oil in all scrubs and organic refined shea butter. According to Spate, food tops 2025’s new rules of beauty, alongside sensorial splurges and longevity, and Pure and Bold Beauty is in-line with these trends with its Natural Coffee and Natural Chocolate scrubs. The scrubs are part of a centuries-old Moroccan beauty ritual called Hammam, which weaves rejuvenation, purification and relaxation. The age-old practice aims to cleanse mind, body and spirit, leaving users with a sense of renewal and purity, per the brand. 

Body Scrubs  

The Natural Chocolate Scrub is enriched with organic argan, apricot and shea butter oils along with the dark cocoa powder that works to moisturize without a greasy feel while providing a delightfully indulgent olfactory experience. Its Natural Coffee Scrub softens and revitalizes tired face, body, hands and feet. 

The Sea Salt Body Scrub, formulated with organic tea tree essential oil, is touted for it antimicrobial, antiseptic and antifungal properties to buff away dead skin cells, leaving skin smooth and refreshed, says the brand. 

For a restful sleep, Natural Sugar Body Scrub contains pure lavender to relieve stress and impart a sense of clarity to mind and body. Granulated sugar helps eliminate toxins while tightening and toning skin.

Hair & Skin Oils 

Pure & Bold Beauty’s Prickly Pear Seed Oil—made from 100% Opuntia ficus Indica seed oil—is cold-pressed and 100% pure and natural. This hero product contains antioxidant-rich polyphenols and phytosterols to protect skin from free radicals and environmental stressors. 

Pure & Bold Beauty partners with luxury spas in its home base in Toronto with a Shopify launch and retail partnerships in the works for 2025.