Souaad can be best defined as the passion child of a Scottish-Moroccan food and beauty enthusiast. I’ve always been captivated by the fusion of flavours in cuisine and the secrets of natural beauty passed down through generations.
My journey into this world began with memories of my grandmother’s tender care, as she delicately brushed my hair and shared the wisdom of her Berber beauty rituals. Little did I know then that her loving gestures were steeped in centuries-old traditions, using ingredients like prickly pear and Argan oil, rosewater and others.
In the heart of our bustling kitchen, amidst the aroma of spices and the sizzle of pans, I observed and absorbed Moroccan culinary artistry. Guided by the oral tradition of my family, I witnessed the alchemy of saffron, Argan, and Amlou transforming simple ingredients into culinary delights —a testament to the love and heritage woven into every dish.
During a journey to my Moroccan roots in the Atlas Mountains, the idea of Souaad was planted. Inspired by the dedication of artisan cooperatives and their commitment to preserving tradition, I envisioned a platform to honour my family’s legacy. Souaad became my conduit to share the organic treasures of my childhood—sourced directly from the hands of passionate artisans—bypassing conventional wholesalers to ensure authenticity and quality.
At Souaad, we embrace the simplicity and potency of nature’s bounty, curated with care. Our products are a tribute to heritage, a celebration of tradition and an invitation to rediscover the joy of authentic beauty and culinary rituals.
May they infuse your life with the same delight and nourishment they bring to mine.
Welcome to my journey. Welcome to Souaad !