The European skincare market has grown exponentially in recent years, with consumers becoming increasingly aware of the importance of ingredients and the impact products can have on their skin and overall health. Across the continent, there is a shift towards natural, organic and vegan beauty solutions, as people seek alternatives to harsh chemicals, artificial fragrances and preservatives. The demand for transparency in skincare formulations has led to a resurgence of interest in products that harness the power of nature, drawing on age-old remedies from diverse cultures.

Countries such as France, Italy and Germany have been at the forefront of this movement, with a focus on botanical ingredients, sustainable packaging and cruelty-free certifications. As European consumers become more educated about the benefits of natural skincare, brands are rising to the occasion by offering ethically produced, eco-conscious alternatives. One brand that has made a notable impact in this space is Asila, a UK-based vegan skincare brand inspired by Moroccan traditions, which delivers across Europe.

Introducing Asila: A journey back to nature

Asila is a brand that reflects both a personal journey and a broader trend towards natural beauty. With a range of products designed to nourish the skin without harmful additives, Asila stands out for its focus on simplicity, authenticity and effectiveness. The founder, Hasna Moumane’s British Moroccan heritage plays a central role in the brand’s philosophy, drawing on time-honoured skincare practices from Morocco.

The story behind Asila is one of rediscovery. Hasna was inspired by the traditional skincare rituals passed down from her mother, who used natural ingredients such as olive, castor and coconut oils, along with Moroccan ghassoul clay and henna, to create simple yet powerful treatments. Asila is a celebration of this heritage, combining Moroccan wisdom with modern vegan formulations to create skincare products that nourish and rejuvenate.

VegClub (VC): The name ‘Asila’ symbolises a return to roots. How do you stay true to that while catering to modern skincare needs?

Hasna Moumane (HM): Staying true to what Asila represents is deeply personal to me. I’m constantly reminded of why I started this all-natural skincare brand—to show that natural ingredients can be just as effective as mainstream cosmetic products found in stores like Superdrug or Boots. However, it’s crucial to prioritise health over cosmetic appeal. In Morocco, natural skincare is more than just a trend; it’s a way of life. The traditional use of nature’s ingredients in skincare has always fascinated me, and I’m committed to bringing that wisdom to modern consumers. I firmly believe that natural skincare, regardless of its origins, will always surpass so-called modern alternatives. We are part of a generation that is becoming increasingly self-aware about what we eat, how we exercise, and what we apply to our skin. My mission with Asila is to encourage everyone to embrace their natural beauty and imperfections, to be unapologetically themselves.

A line for every skin type

Asila

Asila’s product lines cater to various skin types and concerns, offering a comprehensive selection of natural skincare. These lines include skin conditions, Moroccan skincare, face oils, face creams and face masks, each designed to target specific needs.

For those with dry skin, Asila’s exclusive skincare line is a standout. Dry skin can feel tight, rough and uncomfortable due to a lack of essential moisture and natural oils. Asila’s products are crafted to gently hydrate, nourish and rejuvenate, restoring the skin’s natural balance and radiance. Their dry skin range includes rich face oils and creams infused with nutrient-dense ingredients that work to replenish moisture, leaving the skin feeling soft, supple and glowing.

One of the highlights from this line is the ‘argan, prickly pear & 24K gold face oil’. Known for its ultra-hydrating properties, this luxurious oil helps lock in moisture while improving skin elasticity. Meanwhile, the ‘Moroccan ghassoul face mask’ detoxifies the skin, drawing out impurities and providing a deep cleanse that leaves the skin feeling refreshed.

The story behind Asila

At the heart of Asila is Hasna Moumane’s personal skincare journey. Growing up in a British Moroccan household, Hasna was accustomed to seeing her mother use natural ingredients for everything from hair care to face masks. These early experiences planted the seeds for what would later become the Asila brand.

After years of experimenting with commercial products, Hasna returned to her roots, rediscovering the effectiveness of her mother’s traditional remedies. The results were remarkable, prompting her to share these natural solutions with a wider audience. The name ‘Asila’ itself reflects this return to nature, meaning ‘going back to the origin’ or ‘returning to one's roots’ in Arabic. The brand’s mission is to create skincare that not only enhances natural beauty but also empowers women to feel confident in their own skin.

VC: How do you source your natural ingredients and ensure they reflect both sustainability and the effectiveness of traditional remedies?

HM: Many of my ingredients are sourced personally from Morocco, particularly from villages surrounding Fez, the country’s oldest city. Here, oils are cold-pressed by hand using traditional clay grinders to crush the nuts or seeds. For ingredients that aren’t traditionally Moroccan, such as Ghanaian Shea butter used in all our face creams, I ensure they are sourced from fair-trade companies that support local communities. This approach not only ensures the quality and authenticity of our products but also contributes to financial independence, education and healthcare for families in those communities. I was raised with the belief that “what you give is what you get”—and I apply this philosophy to every aspect of my life and business. Doing good and supporting others is at the heart of Asila.

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VC: What has been the most surprising lesson you’ve learned on your entrepreneurial journey with Asila, especially as a founder merging tradition with a modern brand?

HM: The most surprising lesson I’ve learned is how unaware many people are of the ingredients they apply to their skin. I’ve met numerous individuals who have used the same face cream for years, often filled with toxic ingredients. When they don’t see any immediate adverse effects, they’re reluctant to switch to a natural alternative. However, once they make the change, they’re often amazed by how quickly they notice positive changes in their skin. The simplicity and effectiveness of natural oils can truly transform their skincare routine. This realisation reinforces what makes Asila different—we are a skincare brand that genuinely cares about what goes into our products and how it impacts our customers’ well-being.

Asila x VegClub: Our experience

Here at VegClub, we decided to put Asila’s products to the test and it wasn’t just about trying them—it was a whole experience. From the moment we opened the beautifully packaged items, we knew we were in for something special. The rich textures, the earthy scents and the thoughtful combinations of natural ingredients made every step of the skincare routine feel like a ritual of self-care. It’s not often that skincare feels like an indulgent experience, but Asila certainly delivered that. The transformation in our skin, especially with their dry skin range, was remarkable and we can confidently say that these products live up to their promise.

The ultimate self-care gift set

Asila

For those looking to indulge in a little extra pampering, Asila offers ‘the ultimate self-care gift set’—a luxurious bundle that promises a sanctuary of relaxation and rejuvenation. Available at a sale price of £45.99 (regular price £65.99), this set includes everything needed for a restorative self-care ritual.

The gift set features a 15ml argan, prickly pear & 24K gold face oil, a 50g Moroccan ghassoul face mask, a satin silk eye sleep mask, a jade roller to boost circulation, a gua sha for relaxation and lavender & Jasmine bath salts to melt away stress. Topped off with a calming candle adorned with dried flowers*, this set is beautifully packaged in a wooden box, making it the perfect gift for oneself or a loved one.

Asila’s mission

Asila is committed to creating natural, effective and ethical skincare that supports both personal well-being and the environment. As a UK-based brand, Asila delivers across Europe, ensuring that customers can access their natural and vegan skincare products no matter where they are. By embracing natural ingredients and honouring the founder’s Moroccan heritage, Asila offers a unique skincare experience that nourishes not only the skin but also the soul.

Explore the world of Asila and discover the beauty of natural, vegan skincare that celebrates both tradition and innovation.

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