Interview with Maha Ali, PR Executive at izil
UAE-based Moroccan entrepreneur Mouna Abbassy launched izil in 2013 with the aim to introduce ancient Moroccan beauty rituals to the modern world. Today izil has its own R&D department, a factory that is GMP certified, a flagship store, spa and Hammam (for men and women) at Dubai Mall.
Mouna Abbassy launched izil in 2013 with the aim to introduce ancient Moroccan beauty rituals to the modern world. Today izil has its own R&D department, a factory that is GMP certified, a flagship store, spa and Hammam (for men and women) at Dubai Mall.
What is your business name?
izil
Which industry does your business belong to?
Beauty, Wellness & Health
What is your business type?
Manufacturing, Services, Trading
How old is your business?
5-10 years
Who are your customers?
People (B2C)
How did you initially come up with the idea or concept for the business?
izil was born from the dream and passion of Mouna Abbassy, a young and passionate marketing professional who wanted to bring the ancient Moroccan beauty rituals to the world. She started selling some products on Facebook page and a few exhibitions in the UAE and, as the demand for the products started growing, she solicited her husband and her brother’s help and opened izil’s first kiosk in Dubai Festival City. Between 2014 and 2016, izil opened 6 kiosks and started to be noticed as Mouna received awards and accolades from Cartier, Hadafi, VVGrowth and others.
In 2016, it was decided to close all the kiosks, revamp the brand, open one major kiosk in Dubai Mall and launch an e-commerce website. In 2019, izil opened its own GMP certified manufacturing facility in Ras Al Khaimah and a year later, on June 30th , 2020, a unique flagship store in the Dubai Mall after a second major brand revamp. Soon in 2021, followed a premium Moroccan Hammam also located in Dubai Mall. Today, izil is a major regional brand with its own R&D and production facilities, delivering worldwide and trusted by many major influencers.
Tell us about some of the major turning points in the history of your business.
izil was created in 2013 as a family small business and, throughout the years, evolved to become a successful international company with a recognized brand name. It started with a Facebook page selling 9 products with a basic package sourced from 3rd parties. The different initiatives undertaken in the past 7 years are:
2014-2016: Opening 6 kiosks across the UAE
2015: Creation of e-commerce website and expand the distribution to KSA. Mouna Abbassy won the first prize in the Hadafi Awards for best female entrepreneur and the Cartier Women Initiative Award for the MENA region.
2016: First re-branding, opening of a single flagship kiosk in the Dubai Mall, launch of over 30 new products and increased investment in social media
2018: beginning of the collaboration with major influencers in the region and expansion of the sales worldwide. Mouna Abbassy was listed among the top 5 Arab Women who Are Changing the Beauty Game by Vogue Magazine.
2018 – 2019: Creation of a customer service department to handle online orders and customer complaints
2019: opening of the company’s first factory in Ras Al Khaimah with an R&D department. Factory was GMP (Good Manufacturing Process) certified 3 months after opening. Mouna Abbassy was on the list of Women Behind Middle Eastern Brands by Forbes Middle East.
2020: Second major brand revamp, opening of the first flagship concept store (2100 sq ft) in the Dubai Mall, increased investment in online advertising and expansion of the team, launch of a new anti-aging line and creation of a Men’s range. Mouna Abbassy was on the list of Women Behind Middle Eastern Brands by Forbes Middle East for the second year in a row.
2021: The brand launched its authentic Moroccan Hammam, also located in Dubai Mall - the first of its kind, bringing premium hammam luxurious experience to its customers.
What made you choose Dubai as a location to setup your business?
Up until 2020, Saudi Arabia was izil’s biggest market, but after the second revamp, opening of the new store and strengthening of its e-commerce portfolio, the UAE is now its primary market.
"We learnt that The Dubai Mall gave us enough visibility. Secondly, we needed to focus on growing the e-commerce, and finally, converting all the kiosks to the new design would have been very costly for the brand", said Najib Mouline, partner at izil explaining why they decided to close all kiosks and open one unified flagship store.
Finally, what sets your business apart from the competition?
izil is an all-natural beauty brand born from the passion of Mouna Abbassy, who dared to dream big and wanted to introduce the ancient Moroccan beauty rituals to the world. At izil, we believe ‘Pure is naturally beautiful,’ and we add the most beautiful emotions to your beauty rituals – however brief they may be, offering you the keys to unlock your natural beauty and your inner harmony.
Our products are an exquisite combination of traditional time-tested beauty recipes, pristine natural ingredients, and cutting-edge latest technology. Our newly launched spa in Dubai Mall is the latest addition in the luxurious and indulgent journey that izil products promise you.
What service(s) or product(s) do you offer/manufacture?
izil offers a variety of natural products for skincare, haircare, body care and even men (grooming). We now also offer spa services using the same products. Services like facials, hair treatments, massage etc. This year we expanded into a premium Moroccan Hammam, bringing customers the most authentic, luxurious hammam experience in the region.
What are the key strengths of your products/services?
Our products are made from nature’s purest, most potent ingredients and finest fragrances. Every care is taken to make certain that your beauty ritual is as effective as it is enjoyable. Special blends of Moroccan organic plant extracts, herbs and essential oils of supreme quality have been carefully chosen.
We bring you the best that Mother Nature has to offer.
Is there anything else you want to convey to your potential customers?
izil was originated as a means to fill the gap in the beauty market for a natural, chemical-free brand that provides results, and merged it with the secret beauty recipes from Moroccan heritage.
Can you share some of your products and pricing?
Here are some of our best sellers.
https://www.izilbeauty.com/en/ultimate-brightening-set.html AED 788
https://www.izilbeauty.com/en/glow-and-radiance-set-1.html AED 590
https://www.izilbeauty.com/en/hair-wash-treatment-all-hair-type.html AED 245
What are the best ways for your customers to contact your company?
Email
Editor note: You can find more information about Izil on HiDubai by visiting their business page here.