Over the last few years the use of Argan oil in the cosmetics industry has soared, hairdressers are swearing by this new ‘Moroccan oil’ and beauticians are raving about its skincare gains. Here in Morocco the benefits run further than skin deep; the production and sale of Argan is largely controlled by government-supported women’s cooperatives, now so successful that other areas of agriculture are looking to adopt the model. We visited one such cooperative in the Ourika Valley, where the women explained that many of the employees were either divorced or widowed, therefore giving them an opportunity to be self-sufficient and independent. Many women are able to afford to educate themselves and their children with the income resulting in a positive impact on the socio-economics of many rural communities. From an environmental perspective, the trees are now so valuable they are protected countrywide; consequently protecting the surrounding desert habitat and wildlife.