Nicole Browne – Marrok
Life Instyle chats with Nicole Browne, Founder of Marrok to discuss the brand, how the idea first came about and her brands plan for the future.
Can you give us an insight into your retail brand's history and the journey that led to its creation?
I’d always felt a pull to Morocco – since I was a child it called to me. When I finally visited in 2022,
I felt I’d come home. I also discovered the wonders of the Moroccan bathhouse – the hammam! The beautiful, natural Moroccan Black Soap and 100% pure Argan Oils used there were such simple yet luxurious skincare products. They instantly appealed to my preference for natural and cruelty-free skincare. I wished I’d brought more home with me and that’s when Marrok was born – I wanted to share these centuries-old natural products from this beautiful country with people here.
What drew you to exhibit at Life Instyle this year, and how does the show reflect your brand’s ethos or aesthetic?
Marrok is not just about the products, it’s about a curated approach to how you live. Marrok is about delving into Moroccan culture and traditions, and bringing a little of that into your own home and your self-care routine. It’s about living with intent and indulging in your sense of wanderlust. Life InStyle has a similar ethic – curated and unique living.
What gap in the market—or personal passion—sparked the creation of your brand?
I couldn’t find Moroccan Black Soap or 100% pure Argan Oil in any retail outlet and there was very little online. Australians are increasingly travelling to Morocco and enjoying a hammam experience. Black Soap is almost totally new to Australia but it’s growing in popularity as more people discover and love it on their travels. It’s so simple and yet leaves you feeling cleaner and softer than ever. Those who prefer skincare to be as natural as possible are also drawn to these traditional solutions.
What do you believe sets your brand apart in today’s competitive retail space?
Marrok is not seeking a quick hit or surfing a trend. Like the products themselves, which echo centuries of heritage, Marrok talks to people who look for something different, truly authentic, simple, natural and that works. It’s literally timeless.
Could you share your personal favourite product from your brand's collection and tell us why it holds a special significance for you?
Argan Oil!
For me, it’s particularly special because of the heritage behind Argan Oil.
All Argan Oil begins the same way – each Argan nut cracked open by hand between two stones by women working collectively in regional co-operatives. Their skills are passed down through generations. The co-operatives provide additional income for families in regional areas and women are at the forefront of this production.
I’m so excited to be working directly with a co-operative in a beautiful area in SW Morocco to produce some new Argan oil-based products to expand our range, and to be connected with the women whose hands are part of the oil our customers use every day on their own skin.
What were some of the biggest hurdles in starting your brand, and how did you overcome them?
Firstly, I’ve never been involved in skincare or creating a product, so that has been a learning curve. Working with suppliers halfway around the world has its challenges and things work differently and more slowly than we’re used to. That’s meant slowing my own expectations down a little and taking time to build relationships with suppliers, learn about their processes and how business works in another country. After all, Marrok is about sharing and showcasing Morocco so visiting, meeting people, and spending time to see how things are done is really important to me.
What feedback or comments do your customers frequently give about your products and brand, and what aspects do they appreciate the most?
People fall in love with Argan Oil once they discover how multi-functional it is. They often can’t believe a single ingredient natural product is so effective.
I have customers who use it instead of hand cream and can’t get enough of it – one customer has multiple bottles stashed at home, in her handbag, on her desk, in the car. I always enjoy seeing people’s reaction when they first use Black Soap, even if it’s just washing their hands to try it – they’re amazed how clean but soft their skin feels. And so many people tell me they were shocked by the amount of dead skin that came off after their first Black Soap and Marrok Mitt scrub!
People who’ve visited Morocco love the products because it takes them straight back to their holiday or their hammam experience.
How did you first get involved with Life Instyle, and how do events like Life Instyle help you connect with your customers or community?
Life In Style is my first trade event and I wanted to be part of Life InStyle in particular because of the elevated and fresh point of view it seems to provide. Marrok’s customers see self-care and skincare as part of their lifestyle and who they are – they’re considered in their selections, not just after the latest hot drop product.
Can you highlight some of the proudest achievements or milestones your brand has achieved since its inception?
I’m incredibly proud Marrok was recognised by the 2024 Clean + Conscious Awards before we even launched! Marrok Argan Oil won Bronze in Hair Treatment and Marrok Black Soap was a finalist in Bathing.
Marrok has been featured in a range of media but I was especially proud of its inclusion in the Instyle Magazine Beauty newsletter where Marrok Black Soap was pictured next to products by Chanel and Jurlique – that was a happy ‘proud founder’ moment!
And I love when Moroccan people find us here in Australia – they are so happy to see their beloved Black Soap and Argan Oil. It’s very special and rewarding when they tell me it makes them proud to see these products here and they like how the Marrok brand is presenting the culture. That’s really important to me.
Is there a piece of business advice that has significantly influenced your journey as a retail brand owner?
I’m new to retail and ecommerce but I have 30yrs in media and PR including 20 in my own business.
The advice I’ve always stuck by is to listen to your gut. That holds true no matter what you do. That inner voice knows. Listen to it. Follow it.
Are there any brands in your industry or related sectors that you admire or draw inspiration from?
When it grows up, Marrok wants to be a combination of Aesop meets Flamingo Estate. I love the conviction of Aesop – that’s a brand that knows who it is and does not deviate from or apologise for its identity.
Flamingo Estate’s passion and commitment to aesthetics and the senses is awesome! I guess I can see both those inspirations in Marrok when I think about it.
The sensory overload of Morocco as most people think of it – the colours, smells, sounds, textures and culture of traditional Morocco is there in the heritage behind Marrok’s products. But the cutting-edge design and style of modern Morocco – the architecture, fusion food, art, fashion, the vibe – is more minimal and stylised.
How do you stay in tune with what your customers want and need as trends evolve?
I’m a fan of a sauna or bath house experience, so I personally relate to that growing lifestyle sector. And I’m always looking at new brands in the natural/clean space. I think travel has a huge influence on people and at the moment people are flocking to Morocco. And more women are travelling solo to Morocco (which I fully endorse!).
Could you outline the core values that steer your brand's decision-making processes and relationships with customers?
Marrok is guided by some simple values and ideas:
· Authentic – we must come from Morocco, involve Moroccan people and reflect Morocco with respect
· Ethical – as natural as possible, cruelty-free, as responsible and sustainable as possible
· Refined – simple elegance, luxurious simplicity
· Intention – our customers don’t follow the crowd, they make their own considered choices
What’s next for your brand—and what dreams are you chasing over the next few years?
We’re about to expand our product offering with Argan Oil infused hand/body Wash in Rose and Orange Blossom variants; and also, Argan Oil Block soap – made from the macerated Argan nut kernels from the cold-press process. This is so important to me as these are our first products produced directly with the co-operative!
There are also plans to add Rose and Orange Blossom variants to our Black Soaps and Argan Oils to sit alongside the existing Original and Eucalyptus variants.
Long term, Marrok Body will grow into Marrok Lifestyle, which will offer a highly curated and elevated selection of bath ware items, homewares and lifestyle products from Moroccan artisans and designers. Think brass soap dishes for trinkets and soap alike; hand-loomed hammam towels for use anywhere from the sauna to the pool to throwing on the sofa; beaten metal hammam bowls to hold whatever you wish; slippers in softly muted tones of leather perfect for morning coffee or cocktail events alike; vintage fabric robes and jackets to wear every day or to a ball; hand woven lampshades and art prints or photography to frame and more!
Rapid Fire Questions
Do you have a personal motto or mantra that keeps you motivated?
‘How many summers do you have left?’
It’s a wake-up call! It reminds me live life here and now.
If you could have dinner with anybody, who would it be and why?
Garance Doré, the stylish fashion photographer, creative, writer and now the name behind French skincare brand Doré. She’s impeccably chic, seems delightfully normal, believes in natural, clean skincare and has also just bought a home outside Marrakech. I’d love to sip mint tea (or Moroccan rosé) at Le Grande Café de la Poste and chat all things style, skincare, travel and Morocco with her!
What's a hobby or interest of yours that people might be surprised to learn about?
I own a 64-year-old little timber boat that I putt around Sydney’s Middle Harbour in – swimming in summer, reading under a blanket surround by the bush in winter. Sanding, painting and varnishing all year round!
What’s your go-to song when you need a pick-me-up?
Kylie Minogue – Spinning Around.
What is your advice to those looking to start their own journey?
Just start! The best bit is, you don’t know where you’re going to end up. But wherever it may be, it’s where you’re meant to land.
