That eventually led her to build MoroMaa, a beauty, lifestyle and body care brand that she launched in India on June 27, 2026. 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.
Because she saw a gap in the market, splitsvilla winner and The Traitors 2 contestant Soundous Moufakir did not set out to build a beauty brand.
MoroMaa has sold out two products within its first few months and has raised ₹ 1.5 crore from Aviral Bhatnagar of AJ VC for a 9% equity stake. “The Indian beauty market is currently marketed around ₹ 1,230 billion, and it will go to around ₹ 4,000-4,500 billion by the next five to 10 years. Because of a public face, which is the face of that brand,” she says, so it’s gonna get crowded, but the beauty of it is we are engaging into a very smart and smarter, smarter audience who is not any more buying product. Because a celebrity is attached to it, they are looking at ingredients, formulations and their individual skin needs instead of simply buying a product. Because people purchase by attention, but at the same time, they’re looking for convenience stuff, “Right now, if you go to the US, the market of TikTok is in billions.
The early response has been encouraging. Soundous, who has an MBA in Finance and continues to work in entertainment, is running the company as its founder and CEO. But her ambition is not simply to add another beauty brand to India’s already busy market. The market Soundous is entering is growing quickly, but she believes the biggest change is not just the size of the industry. It is the consumer. She believes consumers are now doing more of their own research. “They understand ingredient, they understand formulation. They understand their skin type. They understand their cycle and which kind of product they need to use at each cycle, and that just pushes us as founders and as CEOs and business people to actually focus more on the R&D part, the formulation part, and at the same time the packaging that can be convenient,” she explains. But an effective product is no longer enough on its own. Moufakir points to the growing importance of convenience and aesthetics, particularly in a market where social media can directly influence buying decisions. They’re looking for a good product, but they don’t want it to look bad. They want it to look cool and good, and they are not giving up on that aesthetic part,” she goes onto say. That leaves beauty founders with a difficult job: make something that works, make it easy to use and make consumers want to pick it up in the first place.
She wants to build a space for what she calls “M Beauty”, or Moroccan Beauty. “I think there will be a lot of competition in terms of how can you make a good, effective product, but at the same time, very convenient and very appealing to people to purchase,” she says.
