In conversation with Josie Maran: The argan oil pioneer on the beauty of slowing down, self-care, and making skincare a daily ritual
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There are beauty brands, and then there are beauty pioneers. Josie Maran has always been firmly in the second camp. The model and entrepreneur built a line around one extraordinary ingredient: argan oil.
Long before 'clean beauty' was even a category, Maran was championing it as so much more than just a buzzword. Using 100 percent pure argan oil, she created a beautiful range of nourishing and nurturing products rooted in the belief that texture, scent, and even the ritual of experience are just as important as the line's efficacy.
Light, nourishing, and incredibly effective, Josie Maran's 100 percent pure argan oil gives skin the TLC it so desperately needs.
Softening on contact, it helps soothe even the most sensitive skin and leave it smoother and healthier from the first use.
Safe to use from top to toe, this is the hero product that started it all! Smooth it through dry strands, onto parched skin, and into cuticles to stay conditioned.
We had the opportunity to chat with Maran about those rituals, along with why doing less might actually be the best thing you can do for your skin.
And from the start, it was clear that she genuinely cares. 'I've always believed beauty should feel like care, not just correction,' she said. 'Because if something works but you don't actually enjoy using it, you don't build a relationship with it.'
Her philosophy can be traced back to a formative personal moment when she reached for a bottle of pure argan oil and noticed not just how good her skin felt, but how it actually felt to take that little moment of pure indulgence for herself.
'It slowed me down in a good way,' she shared. 'From the beginning, we focused on the full experience: the texture, the scent, the way something melts into your skin. Those details are what turn a routine into something you look forward to.'
Maran's approach to self-care is simple. 'I try to anchor it in moments that are already part of my day. Massaging in face oil at night instead of rushing through it, taking an extra minute in the shower with a body butter, even just putting my phone down while I'm doing my skin care.
Josie Maran champions the fine art of refilling, a straightforward way to tackle the beauty industry's waste concerns
'I don't chase perfect routines,' she added. 'I look for consistency. A few minutes where I'm present — that's usually enough to reset.'
Earth Day, celebrated globally on April 22nd, is fast approaching, and Maran made it a personal mission to tackle the beauty industry's growing concern with waste by adding refills to her range.
Calling it 'one of the most meaningful shifts,' she said that it's a 'different way of relating to beauty. Instead of throwing something away and starting over, you're continuing something you already love. You're keeping the object, the ritual, the experience — and simply renewing it.'
Maran believes in the power of rituals, and of anchoring self-care into little moments throughout the day
On the question of whether sustainability can really become a habit, Maran is confident. 'I've always felt that if sustainability feels good, people come back to it. And that's where real change happens.'
She's equally clear-eyed about her company's growth, which has veritably exploded since it rebranded in 2024. 'We always come back to the same question: Does this still feel true to how we started? Not just how it looks, but how it's made, how it performs, and how it fits into someone's life.'
And that's why the future for Josie Maran stays rooted in simplicity and sustainability. 'What excites me most right now is continuing to build around refill and ritual. If it feels good, works beautifully, and is made responsibly, the rest tends to follow.'
