Rabat - Yves Saint Laurent (YSL) has launched the “Rewild Our Earth” program in partnership with nature conservation NGO Re:wild to restore 1,000 hectares of land in Morocco.

The program’s launch coincided with World Earth Day on April 22, YSL Beauty said in a press release. The nature restoration program will operate in the Ourika valley, located 30 kilometers from Marrakech.

YSL cultivates its raw material for its beauty products from the region. The ingredients include pomegranate, marshmallow, walnut, saffron, iris, and jasmine, the statement added.

The Ourika valley is also home to more than 200 botanical species that are increasingly threatened by deforestation, rising temeratures, and other natural disasters.

“At a time when more than a million species are on the verge of extinction and 75% of the earth’s environment is altered, this long-term project was designed to have a concrete impact on nature and biodiversity,” said Stephan Bezy, YSL Beauté’s International Managing Director.

The“Rewind Our Earth” program further aims to protect and restore 100,000 hectares of land that produces the brand’s ingredients by 2030.

Haiti, Madagascar, and Indonesia are also set to benefit from the programs as they provide important ingredients of popular YSL products such as Black Opium that are based on patchouli plants from Indonesia, vanilla, and geranium from Madagascar as well as vetiver from Haiti.

In addition to providing raw material to YSL, Morocco hosts projects associated with the brand and its founder, including the Yves Saint Laurent museum, Majorelle Gatden, and the Berber museum.

The three tourist attractions are located in Marrakech, the late home of YSL the designer. Annually, the garden and Berber museum welcomes roughly 700,000 visitors.

In 2019, YSL launched Atlas Garden perfume to echo the scent of “the flowers of the Majorelle Gardens” and capture “Morocco’s sun.”

moroccoworldnews