Touriya Haoud has built, launched and positioned brands across three continents, combining strategic growth frameworks with refined brand storytelling.
As Founder of Maison Azumar and The Marrakech Edit she brings operational depth to her advisory work, supporting brands in entering new territories, securing retail partnerships and strengthening long-term visibility.
Based between Europe and the United States, collaborating internationally.
Advisory for brands preparing to enter or strengthen their presence in new markets. This encompasses brand architecture, narrative development, distribution strategy, retail presentation and the cultural intelligence required to move across the US, European and Middle Eastern markets with precision.
For founders and brand leaders who require consistent, senior-level strategic direction over time. Engagements span brand development, PR positioning, retail relationship building, editorial alignment and international expansion, with the continuity and trust that meaningful brand work demands.
Strategic direction for brands approaching a significant launch, market debut or repositioning moment. From narrative architecture to media mapping and retail activation, the work ensures that visibility serves long-term brand equity, not momentary attention.
Well-executed visibility strengthens what already exists.
For boutique hotels, design-led resorts and spa properties seeking to build a guest wellness experience that is considered, sustainable and brand-coherent. This is not about placing products in a bathroom. It is about curating a complete in-room wellness narrative, one that reflects the property’s identity, supports emerging sustainable beauty brands, and creates the kind of guest encounter that generates genuine loyalty and editorial attention.
Drawing on deep expertise in sustainable luxury beauty and an intimate knowledge of the emerging Los Angeles wellness landscape, Touriya works with hospitality teams to design and implement programmes that feel indigenous to the property rather than imported from a catalogue. Work includes in-room product curation and brand sourcing, wellness narrative development, staff and concierge brand education, sustainability storytelling and ongoing brand partnership strategy.
For properties that understand the guest experience does not end at check-in.
In-person and immersive training for retail teams, brand ambassadors and in-store educators across luxury beauty and lifestyle. Drawing on direct experience in global luxury retail across international markets, this work equips sales teams with the brand knowledge, storytelling fluency and customer engagement skills that convert browsers into loyal clients.
Delivered directly on the floor, in the language of the brand. Tailored for each retail environment, whether a flagship boutique, a department store concession or a hotel retail space.
Because the most sophisticated brand strategy means nothing if the person behind the counter cannot tell the story.
A selective practice working with founders, creative directors and brand leaders navigating growth, market entry and long-term positioning, across the United States, Europe, the Middle East, and the hospitality properties that understand wellness as an expression of identity.
Touriya works with a small number of clients at any given time. Engagements are built around the specific context of each brand, its market, its ambition, its audience. There are no standard packages. What is offered is direct access to over fifteen years of global brand intelligence, industry relationships and strategic clarity.
Drawing on years of advising beauty and lifestyle brands at the forefront of sustainable formulation, clean retail, and non-toxic living, her workshops offer something rarely found in the wellness space, genuine industry depth translated into accessible, actionable experience.
Each session sits at the intersection of conscious beauty and everyday ritual, designed for women who want to understand not just what they put on their skin, but the thinking, sourcing, and strategy behind the brands they trust.
Touriya's proximity to the brands shaping this space gives participants an insider perspective that no panel or podcast can replicate.
Workshops are held in intimate settings, wellness studios, retreat spaces, and curated private gatherings, and are shaped around the community they serve. Current workshop partners include Bloomhouse.
What goes on the skin and why it matters, sustainable formulation, ingredient literacy, clean retail.
The thinking, sourcing and strategy behind the brands shaping the space, from someone who actually advises them.
Translated into actionable practice, not theory. Designed for the women in the room.
Set Your Space, A Gentle Ritual for Home & Self.
A curated 90-minute workshop bringing together the pillars of intentional living, your space, your skin, and your wellbeing. Guests are guided through a home ritual practice, a live beauty experience with Herbal Face Food, and an inside-out wellness moment with Jennah Organics.
An intimate, sensory afternoon designed to inspire a more conscious way of living.
Beauty is Ritual, An Intimate Session with Touriya Haoud.
An exclusive session hosted in celebration of Mywellniverse's one-year anniversary. Touriya Haoud, founder of Maison Azumar and The Marrakesh Edit, guides guests through an intimate exploration of beauty as a daily ritual.
Drawing from her Moroccan heritage and philosophy of intentional living, the afternoon weaves together a skin ritual with Herbal Face Food and an inside-out wellness practice with Jennah Organics. Not a product showcase, an experience in conscious, whole-body beauty.
To bring a workshop to your space or community, get in touch.
A small body of work, chosen with the same care it was made with.
Across two decades, she has shaped brands at the highest levels of international luxury, from PR to retail expansion, brand architecture to founder advisory, operating across Europe, the US, and the Middle East.
She has worked alongside A-list Hollywood talent, launched global brands into competitive new markets, and guided founders through the complexity of international growth. Her perspective is grounded in execution, not theory.
She is sought by founders building their first real structure, female entrepreneurs scaling without losing themselves, brands navigating international expansion, and leaders rewriting the terms of their own visibility.
To explore a speaking engagement, reach out directly.
Tuesday, Friday
By appointment
