Moroccan argan oil cosmetics bound for international markets
argan oil, the increasingly popular natural ingredient, is to
expand to the US.
Marrakech-based Kaeline produce a range of professional spa and skin care products for the European market containing organic argon oil, an ingredient that has only been commercially produced since 2001. As the popularity of natural cosmetics grows and awareness of the anti-ageing and anti-oxidizing properties of argan oil increases, Kaeline felt the time was ripe to enter the US market. The company says that argan oil is currently difficult to find in America, in spite of its appeal to the increasingly discerning US consumer. This trend is being driven by the move towards natural-based ingredients, which have become increasingly popular in recent years as consumers move away from products that contain harsh chemicals on the back of health fears. Xandra Renouvelle, based in Hudson, Ohio, will be in charge of distributing Kaeline's products in the US. "Kaeline's argan oil based offerings turned me from a skin care skeptic to a true believer in the powers of natural products. We hope to help more people to discover the benefits of this multi-purpose organic oil," said Eric Boesinger, president of Xandra Renouvelle. Kaeline's production facilities are in France, which is the firm's current customer base, although it has a market presence elsewhere in Europe. The firm's luxury line of body care products are available on-line for individual customers to buy although upscale spas and hotels are the principle buyers. The company's Marrakech headquarters are well positioned to take advantage of the growing industry of argan tree farming, which involves argan oil being extracted from the nut of the argan tree. The oil is traditionally used in Berber medicine but has a number of cosmetic applications. It contains twice the amount of the anti-oxidant Vitamin E than any other natural source on the planet. On the strength of these anti-oxidant properties, numerous studies have shown that Argan oil can be used effectively as an anti-wrinkle treatment and in the fight against acne. An emerging area of debate in the cosmetics industry is the conflict between the use of natural ingredients and ethical and environmental issues. Xandra Renouvelle said that by selling Kaeline's products in the US it is fighting female poverty and destitution in Morocco. The firm says that increasing the production of argan oil has led to the employment of over 1,000 women who would otherwise have few opportunities. "As a female business owner, I believe strongly in women helping women. Offering Kaeline's skin care products has an incremental benefit of providing income to women in need," said Jackie Miles, the founder of Xandra Renouvelle.
