Beauty: The Spanish Brand Primor Establishes Itself in Morocco in 2027

The Moroccan cosmetics market is set to welcome Primor, a Spanish brand specializing in perfumes and beauty products. One Retail, the distribution platform of the H&S group led by Moncef Belkhayat, has entered into a partnership with the brand to expand its network in Morocco starting in 2027.

Founded in 1953, Primor has over 250 points of sale. Its product range includes perfumes, makeup, facial and body care, hair products, as well as beauty accessories, with a focus on competitive pricing and international brands.

The first store openings are planned in the major cities of the Kingdom. However, the partners have not yet specified the exact number of stores expected or the detailed timeline for the rollout.

This expansion aligns with One Retail’s strategy to grow in the distribution market. The group aims to achieve a revenue target of 10 billion dirhams and establish a network of 1,000 stores across ten national and international brands by 2030.