ABOUT US

CHARIFA takes its name from the founder’s mother — in Arabic, it means “dignified, noble” — a woman who passed down values of femininity, respect, and dignity, which now shape every product and every decision within the brand.

As part of this identity, the logo reflects this cultural fusion: it blends clean contemporary lines with subtle references to Arabic calligraphy, symbolizing the meeting of two worlds.

For generations, Moroccan women have preserved rituals of care passed down from mother to daughter: argan and prickly pear oils, hair and skin treatments, secrets that have stood the test of time without the need for filters, heavy makeup, or unrealistic standards.

CHARIFA brings these rituals into everyday life, challenging the idea that beauty must be artificial to be attractive. Beauty can be natural, authentic, and profound. It can enhance features rather than cover them.

Each product is organic, inspired by traditional rituals, and designed to celebrate femininity with simplicity and authenticity.