Josie Maran Bottles Up Juicy, Cali Girl Skin With Joyful Refillables You'll Actually Want to Use (2024)

Today, argan oil is a staple in the beauty lexicon. But when Josie Maran first launched in 2007—with pure, fair-trade argan oil as the throughline of every formula—the ingredient was just starting to gain traction among consumers. We all know how that story ends: Argan oil is now one of the most well-studied, well-supported ingredients in skincare, and it's synonymous with Josie Maran's collection of skin and body care.

In the 17 years since its launch, Josie Maran has churned out best-seller after best-seller, and has carved out a unique niche with a cult following (luxe, efficacious formulas with minimum environmental impact and maximum sensorial experience). It's what Maran herself calls "luxury with a conscience." But despite all of the success, the brand is making a huge shift with the repackaging of its three top-selling products: the Pure Argan Oil, Whipped Argan Oil Body Butter, and the Sugar and Argan Oil Body Scrub.

The New Packaging

Three years ago, Maran and her team embarked on a mission to make Josie Maran products even more sustainable. "When my company turned 13, I did a ton of soul searching," she says. "I was looking at every part of the company to make sure it still reflected my values and who I had become in the years since I launched the brand.I wanted to make sure that we were doing everything possible to make our ways of doing business as planet-friendly as possible—from our supply chain, to how we manufacture the products, to the packaging." In her extensive audit, Maran discovered that today, there are now better, more sustainable ways to package Josie Maran products. And thus, the decision to repackage was made—with a few bonuses.

The reimagining of the brand's best-sellers follows the three "R's"—recycled, recyclable, and refillable. (The packaging is made from recycled materials, is recyclable when you're finished, and the components are now refillable.)

The challenge with refillables is, so often, the refill experience is not elevated or enjoyable—which leads consumers to just repurchase a product in its original packaging. Maran seeks to overcome this challenge (and succeeds in my opinion) by putting as much thought into the design and experience of a refill as she did into the sustainability factor. For the Pure Argan Oil, the refill comes in a delightful tin. For the scrub and body butter, you get a squeeze-y pouch with chic, summery Polaroid shots.

The New Fragrances

Longtime Josie Maran fans will be pleased to know that while the packaging is receiving a major upgrade, the beloved formulas are staying the same—save for a the addition of new elevated scents. In addition to the classic unscented version, you can now get the Whipped Argan Oil Body Butter and Sugar and Argan Oil Body Scrub in three new fragrances: Vanilla Vibezzz, Bohemian Fig, and Topless Tangerine—all inspired by Maran's Northern California roots. "Because I’m super-sensitive to synthetic scents, it took me a long time to realize that fragrance could be fun," says Maran. "We designed these fragrances to fuel your journey of self-discovery the Josie way, using only clean, 100% plant-based fruit and flower essences."

Discover Josie Maran's delightfully reimagined launches below—from the consistently sold-out Pure Argan Oil to brand-new, elevated scents in the scrubs and body butters.