OUR STORY
Born from the rituals of Morocco.
IDIR was created to keep Morocco’s bathing and beauty rituals present in everyday life. We carry their ingredients, gestures and sensory character into skincare made for the way we care for ourselves today.
THE MEANING OF IDIR
A name that means alive.
In Tamazight, the Amazigh language, IDIR means “alive.” The name reflects our belief that tradition should not be treated as something fixed in the past. It remains alive when it is practised, shared and carried forward without losing its origin.
This idea shapes everything we create: Moroccan care that remains true to where it comes from while finding its place in the present.
OUR INGREDIENTS
Ingredients with a place in the ritual.
Our formulas draw from ingredients long used in Moroccan care: Ghassoul clay, argan oil, floral waters, black soap and Aker Fassi. Each is selected not as decoration, but for the role it plays within the ritual.
Where applicable, we work with Moroccan producers and women’s cooperatives, maintaining a closer connection between ingredient, craft and origin.
IDIR TODAY
From personal rituals to exceptional spaces.
Today, IDIR is experienced in homes, hammams, spas and hotels. Alongside our skincare collection, we develop professional hammam treatments and washroom amenities for hospitality partners.
The setting may change, but the intention remains the same: to make Moroccan care feel considered, complete and alive.