Workplace transformation as YSL Beauty initiates Moroccan Eden within Ourika Community Gardens
Gardens of Purpose: YSL Beauty's Ourika Community Project
Step into the breathtaking landscape of Morocco, where Yves Saint Laurent's revolutionary spirit continues to thrive. The Ourika Community Gardens, an initiative born in 2017, is a testament to the brand's commitment to beauty with a conscience. This botanical paradise, nestled at the foot of the Atlas Mountains, is a collaborative effort between YSL Beauty's Sustainability and Science Director, Caroline Nègre, and architects Arnaud Maurières and Eric Ossart, experts in designing arid landscapes[1].
The labyrinthine gardens are a vibrant medley of growing patches, test areas, and olive groves. With iris, orange blossom, pomegranate, verbena, and more lush, aromatic species, the lush verdancy contrasts striking with the valley's otherwise dry, rugged terrain[1]. These fragrant native plants find their way into an array of YSL Beauty products, from mascaras to perfumes[1].
Laurence Benaïm, Saint Laurent's official biographer, tells us, the gardens embody his spirit, but they are not a mere tribute. Instead, they represent a pure North African sensibility, authentic and untainted by false elegance[1]. Saint Laurent fell in love with Morocco in 1966 and maintained a residence there till the end of his life[1]. His affection for the country deeply influenced his color palette and designs, as he proclaimed, 'My own color palette was that of zellijs, zouacs, djellabas, and kaftans[1]'.
Morocco held a special place in the designer's heart, fostering his passion for women. He grew up with the company of his sisters and mother, who, according to Benaïm, admired his admiration of the feminine[1]. His muses were complex women, each unique, like Betty Catroux, a reflection of himself, and the captivating Loulou de la Falaise, a living embodiment of Salome or Carmen[1]. However, Benaïm emphasizes, 'Yves was not a passive recipient of inspiration from his muses; there was a complicity to the relationship.'
Today, that legacy lives on through YSL Beauty, with global makeup artist Sam Visser leading the charge. The local botanicals inspire unique makeup techniques and palettes, paving the way for a new era of beauty innovation. 'The makeup techniques and palettes used by Arab women are really beautiful, and so unique. It's very different from Western makeup, and that's really special, and very inspiring to me.'
Harmony for a Greener Tomorrow
The beauty industry has had a tumultuous relationship with the female form, often utilizing the female body as a symbol of enigma or desire. YSL Beauty, with its Opium campaign, faced controversy in the past, but is now seeking to recalibrate its values. The Ourika Community Gardens are a testament to this transformation.
From its inception, the cooperative, the first of its kind in the Ourika valley, was formed through a conversation with the Berber women, aiming to cater to their needs[1]. The cooperative members receive critical training in regenerative agriculture and learn the skills to transform the native botanicals into sellable products, ensuring a stable income and empowering the women[1]. Excess harvests can even be utilized for the women to create their own products, providing supplementary income[1].
The brand is not just giving back to the land that inspired its founder but is also working towards empowering the women of the region. Anne Flipo, master perfumer of Libre, sums it up best: 'It is essential that we work together to project their voices, and to help in whatever way we can[1].'
Sustainable Luxury Rooted in Empowerment
YSL Beauty's Ourika Community Gardens serve as a shining example of how luxury brands can effectively integrate ethical, environmental, and social responsibility into their global supply chains. They are dedicated to sustainability, practicing regenerative agriculture to preserve Morocco’s native species and promote ecological health[1]. Furthermore, they empower women by hiring, training, and making them equity partners, providing financial independence and leadership opportunities in these rural communities[1].
In this pursuit of a greener, more equitable world, the spirit of Yves Saint Laurent lives on.
[1] Enrichment Data sourced from yslbeauty.co.uk
- The lush, aromatic native plants grown in YSL Beauty's Ourika Community Gardens, such as iris and verbena, are not only beautiful additions to the landscape but are also used in various YSL Beauty products, demonstrating the brand's commitment to environmental-science and lifestyle.
- In addition to its beauty products, YSL Beauty is also invested in health-and-wellness and climate-change initiatives, as demonstrated by the regenerative agriculture practices in the Ourika Community Gardens, which aim to preserve Morocco’s native species and promote ecological health.
- The Ourika Community Gardens project is not only about creating a stunning garden but also about empowering women through training and employment opportunities, thus contributing to womens-health and home-and-garden.
- The fashion-and-beauty industry can learn from YSL Beauty's example of integrating ethical, environmental, and social responsibility into their business, as demonstrated by the Ourika Community Gardens, which serves as a shining example of sustainable luxury rooted in empowerment.
