What is it? Skin and hair-care based on argan oil.
What’s the USP? Embracing the power of argan oil - highly prized for centuries in its native Morocco as a beautifying product -- and improving on it by blending with other skin-supporting naturals.
Hero product? Precious Oil Elixir, £12.99, at Boots, which blends four other African oils -- Baobab, Kukui, Moringa and Sachi Inci -- with argan oil into a potent multi-tasker that can be used as a face or body oil, or a pre-wash hair strengthener, or a cuticle oil...
How new is it? Launched at the end of last year.
I’d try...? If oils aren't your bag, go for the Ultra Rich Body Butter (£8.99), which has a touch of coconut oil in it, too, and is great for parched skin.