Founded in 2012 by the Benabdallah family, entrepreneurs passionate about the world of beauty, B5 Cosmetics has established itself in over a decade as a reference player in cosmetics in Morocco.

In May 2026, the company took a new strategic step by joining One Retail group 100%, the retail entity of H&S Invest Holding. This operation is part of a strategy to consolidate the accessible beauty sector in Morocco, driven by urbanization, digitalization, and the rise of omnichannel. B5 Cosmetics thus combines the agility and entrepreneurial spirit of its family origins with the solidity and ambition of a large group.

Our conviction has remained intact since the first day: the customer is at the center of all our attention, and the employee is our greatest asset. It is this dual requirement; excellence in customer experience and development of our human capital, which makes us unique.

Our three areas of activity:

Our model is based on three complementary businesses, covering the entire beauty value chain:

Retail

With Flormar, an international brand of accessible, trendy, and innovative makeup, deployed through a national network of stores and animated by our Beauty Advisors, Assistants, and Store Managers.

Wholesale

A division that manages the marketing of our brands wholesale and in structured distribution throughout the Kingdom. Our wholesale teams develop and manage a network of partners; parapharmacies, perfumeries, modern trade, to ensure the presence, visibility, and turnover of our brands: Flormar, Dr. Clinic, a mass-market brand for face, body, and hair care, and The Purest Solutions, a clinical skincare brand with strong dermatological credibility.

E-commerce

A rapidly growing digital channel, fully integrated into the group's omnichannel strategy, between our websites and marketplaces, offering all our brands to Moroccan consumers with a smooth and modern purchasing experience.

Our culture: performance through people

At B5 Cosmetics, we believe that a high-performing company is first and foremost a company that grows its talent. Inheriting a family culture of proximity, now enriched by the standards of a structured group, we cultivate operational excellence and continuous development: training, coaching, internal mobility, and career development paths are an integral part of our employer promise.

Our values: OASIS

Our teams embody the five fundamental values of our group on a daily basis:

• Ownership - We act as owners: each employee is responsible, committed, and plays a role in collective success.
• Agility - We adapt quickly and intelligently to market changes and customer expectations.
• Simplicity - We prioritize clarity, efficiency, and pragmatism in our decisions and actions.
• Integrity - We act with honesty, transparency, and respect, towards our customers, partners, and employees.
• Sustainability - We build sustainable, responsible growth that creates value for everyone.

Why join us?

• Join a company with a strong entrepreneurial history, now backed by a solid and ambitious group;
• Participate in a growth project driven by urbanization, digitalization, and omnichannel;
• Develop within recognized international brands;
• Benefit from close support and real development prospects;
• Contribute to a human adventure where each employee counts, is heard, and valued.