DIHYA operates as a social enterprise NGO connecting rural Moroccan women producing traditional argan oil with premium cosmetics brands and high-end markets. Despite producing exceptional quality oil using ancient techniques, these women remained trapped in poverty due to lack of market access, inconsistent branding, and exploitation by middlemen who offered minimal compensation for their labor-intensive work.

Our mission:

• Establish DIHYA as a trusted premium supplier bridging artisan producers with luxury cosmetics brands
• Create a cohesive brand identity that commands respect in high-end markets while honoring traditional craftsmanship
• Develop direct-trade partnerships that ensure fair compensation for women producers
• Build sustainable income streams through custom cosmetic line development and white-label opportunities

DIHYA’s power lies in its authentic story of empowerment through traditional knowledge. We positioned the brand as the ethical gateway to Morocco’s liquid gold, creating systems that elevated both product perception and producer compensation.

Key strategy elements:

• Luxury Heritage Brand Identity
  Developed a sophisticated visual system combining Amazigh cultural motifs with contemporary luxury aesthetics. Used earth tones, geometric patterns, and premium typography that spoke to both heritage and modern elegance.
• Premium B2B Partnership Program
  Created comprehensive trade materials including quality certifications, origin documentation, and producer story cards. Developed tiered partnership packages for cosmetics brands seeking authentic, ethically-sourced argan oil.
• Direct-Trade Framework
  Implemented transparent pricing structures ensuring 60% of final sale price reaches producers. Built a digital platform tracking orders from cooperative to customer, providing full supply chain visibility.
• Custom Cosmetics Development
  Established in-house formulation capabilities allowing women’s cooperatives to create their own branded skincare lines. Provided packaging design, regulatory compliance support, and marketing materials.
• Storytelling & Documentation System
  Created video content and photography showcasing the traditional extraction process, producer profiles, and environmental impact. Developed materials that luxury brands could use to communicate their ethical sourcing commitments.

“cut the middle men and empower the people”

• Secured exclusive partnerships with 8 premium cosmetics brands across Europe and North America
• Increased average producer income by 340% within 18 months
• Launched 12 custom cosmetic lines generated and managed by women’s cooperatives
• Established certified organic and fair-trade supply chain serving 450+ women producers
• Processed over 15,000kg of premium argan oil through direct-trade partnerships
• Trained 120 women in business management, quality control, and marketing

• Authenticity scales premium.
  By maintaining traditional production methods while meeting luxury market standards, we proved that heritage and high-end aren’t mutually exclusive.
• Documentation drives value.
  Comprehensive storytelling and transparency became our strongest sales tools. Brands paid premium prices for traceable, story-rich products.
• Systems create sustainability.
  Building robust quality control, packaging, and logistics systems allowed us to serve demanding clients while maintaining artisan integrity.
• Education amplifies impact.
  Teaching business skills alongside traditional craft knowledge created lasting change beyond individual transactions.

DIHYA proved that social impact and premium positioning aren’t contradictory. Through strategic brand development, transparent supply chain design, and respect for traditional knowledge, we created a sustainable bridge between Morocco’s argan oil heritage and global luxury markets. The result: empowered women, premium products, and proof that ethical business practices drive both profit and purpose.