Meet the Founder

Portrait photo of the founder, Hourea.

Hi everyone 👋🏼 my name is Hourea, and I am the founder of INKA.

Tell us a bit about your brand and what you do to drive sustainability

INKA is an artisanal and organic skincare brand from Morocco, with all of our products sustainably sourced and ethically made in the Atlas mountains. To us, sustainability goes beyond clean ingredients and ethical production. It's a state of mind. In fact, INKA means clean in Berber. When you look up the definition of clean, one of the definitions is that it is morally uncontaminated, pure, innocent. And INKA is about all of these attributes! 

How did your journey in beauty begin?

INKA was born from a desire to create a truly Moroccan skincare brand. With my home country being internationally famed for its beauty and wellbeing practices (from Hammams and spas, to the use of oils and natural remedies in everyday life, etc.) many brands have leveraged the term ‘Moroccan’ as a marketing tool without honoring the authenticity of the ingredients nor the culture. Even more fascinating is the richness of Moroccan soil, home to thousands of aromatic plants, most of which are exported by large global beauty brands - some of which only grow in Morocco, namely, the famous Argan oil. With such natural riches and cultural heritage, our vision is to be ambassadors of Morocco's traditional know-how in beauty & wellbeing. 

What's the craziest/ most interesting thing you've learned in your work?

The idiom, “If you want something done right, you have to do it yourself!” ..only gets you so far. As an entrepreneur, at some point in your journey, you need to learn to let go of things and trust in your team. It is only with a good team that you can properly advance and tap into your full potential.

In your personal life, what do you do to be more eco-responsible?

For me it’s all about awareness and holding yourself accountable, with that leading to making small changes to your day to day life choices- big or small. One area I have changed a lot over the past few years, is the way I consume - especially when it comes to fashion and food. Buying less, buying better quality and making things last longer. Upcycling is also something that I really enjoy, finding secondary homes or uses for clothes and objects.

What do you do to disconnect?

Quickest way: Karaoke – loud music in the shower and sing along. More mature and serious way: Meditation and gratefulness. Force yourself! Immediately, you will feel thankful and start counting your blessings. This helps keep you grounded and reminds you of what is really important in life. 

Your favourite place to be in nature?

The beach without a doubt. I love the warm feeling of the sun on my skin, the wind in my hair and the fluidity of the water. I’m in my element when at the beach!

If you could share any advice to someone looking to adopt a more sustainable lifestyle?

Less is more. Ask yourself if you really need something. And if the answer is still yes, ask yourself if this is the best version of the item/garment/beauty/food for you. It’s about making less but better choices. The better you treat yourself, the better you will want to treat your space, your home, your planet.


Click, for the full Changemaker interview by Talia collective