India, Oct. 9 -- Splitsvilla winner and The Traitors 2 contestant Soundous Moufakir did not set out to build a beauty brand because she saw a gap in the market. She was looking for something she had grown up with and suddenly could not find. Having lived in France, where Morocco was just a short distance away, Soundous was used to Moroccan beauty rituals and ingredients being easily accessible. After moving to Asia, that changed. She could still find Moroccan products, but she was not convinced they were always authentic. That eventually led her to build MoroMaa, a beauty, lifestyle and body care brand that she launched in India on June 27, 2026.

The early response has been encouraging. MoroMaa has sold out two products within its first ...