Founded by North African entrepreneur Salima Hadimi, the brand pays tribute to the ancient wisdom of her ancestors and the nourishing gifts from Mother Nature.

Hadimi is proud of her Marrakechi roots, which she has credited as the inspiration behind her beauty brand. Having descended from an established tribe of herborists in the North African region, she felt compelled to share her knowledge of botanical ingredients and ancient wisdom—which has been passed on from generation to generation for past centuries—with the health-conscious consumers of today.

All of the ingredients used in Atelier Yto’s products are sourced in the Atlas Mountains, such as Argan, the holy grail of ancient North African beauty; Moroccan Mint of the plains; Orange Blossom of Marrakech; and Sweet Almond of the Anti-Atlas Mountains of Amizmiz. Not only does the brand embody the ancient yet timeless beauty rule of ‘less is more’; it also commits to the environmental sustainability practiced diligently by Hadimi’s ancestors.

Atelier Yto is strictly inclusive and unafraid to challenge societal convention. Steering away from gendered beauty stereotypes, all of its products are gender-neutral and formulated to suit all ages and types of skins. The minimalist packaging, consisting of neutral earth tones and classic typography, reinforces the brand’s commitment to serving each and every user regardless of their gender identity. In addition, its mission to empower its users and encourage them to celebrate their unique beauty is evident in every element of its branding. Notably, the model selected for the brand’s promotional campaign is a cancer survivor who fell in love with the brand after using its Argan + Orange Blossom oil to promote hair growth.

“As the market becomes oversaturated with chemicals, bells and whistles, and products that promise the sun, I want to share a simpler interpretation of skincare,” says Hadimi, who is excited to continue her unconventional journey in the beauty industry. “Through my experience as a product designer, I have learned that interpretation matters, and impactful brand stories can transform people’s perceptions of different cultures and communities.” Hadimi is undeterred by the fierce competition in the field; rather, she is focused on staying true to the core of her brand: sourcing purist oils from the Atlas Mountains and creating minimal yet effective formulas for her customers.

About Atelier Yto:
Atelier Yto finds its roots in the ancestral savoir-faire of natural beauty. Meticulously formulated and ethically hand-crafted with Argan and other botanicals, its products offer simple and natural beauty solutions. Atelier YTO pays tribute to our ancestors, who looked to the earth for natural remedies to protect, restore, and revitalize their skin. As a result, every ingredient selected for its wide range of hair and body oils is ancient, rare, and 100% natural. The oils are highly concentrated and do not contain any fillers or fragrance.
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