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.