From desert expertise to desert luxury
Founded by Nordine Amimer, a French-Algerian entrepreneur building bridges between North Africa, Europe and the Gulf.
Prickly pear cultivation, seed-oil extraction and formulation know-how in Tebessa, Algeria.
Identifying the untapped value of North Africa's botanicals — from raw material to premium luxury brand.
Product development, formulation testing, efficacy and safety tests, brand identity creation.
First luxury skincare collection, strategic partnerships, hospitality and wellness integration.
Beauty, wellness, fragrance, agriculture and research — a complete desert ecosystem.















