Aside from the concept of elevating the Berber women at the heart of our line, Giving Beauty also reflects another idea – the power of beauty rituals to heal, connect and to build self-esteem. In Morocco, the public hammam is a place in which bonding between mothers and daughters, sisters, and friends, occurs. One sister can be seen brushing another’s hair, a mother bathes her daughter, two friends scrub each others backs. These are intimate expressions of caring that are encouraged within the confines of the hammam. Closer to home, consider the experience of getting a facial or massage: the generosity in the act of performing a treatment. The best practitioners give their energy and focus to create a sanctuary that allows another to feel safe and special in their most vulnerable moments, in their skin.
We can also create these experiences by giving ourselves permission to take time to nurture ourselves, to treat our senses, to believe “we are worth it”. What a simple gift that is! In Morocco, this isn’t considered a luxury or indulgence, but a necessity.