Yellow bottle with red cap labeled 'DEHIYA' on a beige background
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Alia Jouj

$42.00

A liquid, honey-like cleanser inspired by centuries-old Moroccan beauty rituals. This reimagined version of our flagship beldi offers the same gentle, multi-tasking cleanse in a new, easy-to-use form. Choose Original for fragrance-free or Maroc (brightened with Neroli and Sandalwood, balanced with Geranium and Jasmine). The result: soft, radiant skin that feels deeply cleansed yet nourished — perfectly prepped for your serums, treatments, and moisturizers.

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$42.00
  • Provides a gentle, nourishing cleanse in an easy liquid format
  • Softens, hydrates, and balances without stripping
  • Leaves skin radiant, supple, and refreshed
  • Prepares skin to fully absorb serums, treatments, and moisturizers
  • Inspired by centuries-old Moroccan hammam rituals, reimagined for everyday ease

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  • Daily Cleanser: Pump into hands and massage onto damp skin, then rinse or wipe away with a warm cloth.
  • Double Cleanse: After using Queen Amina Superfruit Oil Cleanser to dissolve makeup, sunscreen, and impurities, follow with Alia Jouj to complete the cleanse, remove any remaining residue, and leave skin soft, balanced, and radiant.
  • Quick Ritual: Perfect for morning or evening when you want the tradition of beldi in a simplified form.
  • Pair with Alia (Jar): Alternate with the concentrated jar for deeper, more indulgent rituals.

Dispense 1–2 pumps into dry hands and massage directly onto dry skin to break down dirt, oil, and impurities. Add water as needed to emulsify. Rinse thoroughly or remove with a warm washcloth. Can be used daily, morning or night. For best results, follow with Zahra Botanical Oil.

The Ritual:

  • Leave on for 1–2 minutes as a skin-softening mask before rinsing.
  • Use with your DEHIYA Mihakka for gentle exfoliation and enhanced glow.
  • Pair with Queen Amina Superfruit Oil Cleanser for a nourishing double-cleanse ritual.

I’ve always loved a good cleanser, and Alia Jouj has quickly become a staple in my daily routine. There’s something so satisfying about a liquid beldi cleanser — it’s gentle, nourishing, and perfect for busy mornings or evenings when I need a quick, effective cleanse. I love that it’s rooted in centuries-old Moroccan rituals but designed for modern life.

For me, it’s ideal on the go — whether I’m traveling, coming back from a workout, or just want a moment of ritual in the middle of a busy day. I like to apply it to dry skin first, massage it in, and then rinse or wipe away, leaving my skin soft, radiant, and perfectly prepped for my oils, serums, or moisturizers. It’s the little ritual that makes my skin feel cared for every single day.

Original: Saponified Argania Spinosa L. (Argan) Kernel Oil.

Maroc: Saponified Argania Spinosa L. (Argan) Kernel Oil, Pelargonium Graveolens (Geranium) Flower Oil, Santalum Album (Sandalwood) Oil, Jasminum Grandiflorum (Jasmine) Flower Oil, Citrus Aurantium Var Amara (Neroli) Flower Oil.

COMPLETE YOUR RITUAL
Colorful Mihakka Jouj crocheted discs
$24.00
Mihakka Jouj
COMPLETE YOUR RITUAL
Red Mihakka Exfoliation Tool
$22.00
Mihakka
Select color
PRE-ORDER.SHIPS EARLY NOVEMBER.

Jouj

n. two | Moroccan Darija

A nod to the second ritual offering and the belief that beauty rituals, like identity, are expansive.

Alia Jouj

Ritual Reinvented

THE SACRED CLEANSE REIMIAGINED

Argan beldi is an homage to a time-honored Moroccan tradition–olive oil beldi.  Beldi is a multi-functional cleanser dating back over 12 centuries. Using the same method of saponification as olive oil beldi, our argan oil beldi layers upon the age-old tradition. The result is a high-performing, innovative, multi-tasking product completely unique in form, color and benefits.

Alia Jouj

How to use our liquid beldi cleanser
Alia Jouj is the next chapter in the Alia ritual—a liquid interpretation of our iconic beldi cleanser. Designed for ease, crafted with care, this thick, golden formula is inspired by the same ancestral hammam traditions that shaped our flagship jar cleanser.Use Alia Jouj in the morning for a quick, sensorial reset—or pair it with the original Alia in your weekly deep cleanse.

Overall rating: 5.0 / 5 from 1 reviews.

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"I had tried the original version of Alia and while my skin loved it, I found it difficult to use . . Well I was recently itching from other soaps, so decided to try the new thinner bottled version of Alia - and OMG I love it!! It also smells so delightful (i got the fragranced version). It's a very subtle natural smell, like jasmine. I've already gone through 2 bottles! And my skin hasn't itched since I switched"

— Farheen B. (5/5)

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