TOCome dawn, the fields around the ancient ksar of Tiriguioute are already immersed in a cacophony of birds chirping and the chatter of local families. The penetrating, sweet scent of Damask rose bushes permeates the air, and its pale pink petals cover the grounds. It’s spring in the Rose Valley, Morocco, and the entire village is busy harvesting the flower that gives its name to this region isolated at the foot of the Atlas Mountains.
After combing the bushes for open flowers, farmers gently take them in the palm of their hand before breaking the top of the stem in one swift motion, taking care not to damage the buds which will open – and be harvested – in the following days.
How to capture the scent of roses in Morocco
The harvest season lasts only a few weeks between April and May, when the life of the entire valley revolves around the Damask rose, and the vivid pink of the flowers makes its way into the arid ocher of the plateau. The roses are picked early in the morning – before the sun compromises their humidity and scent, collected in jute bags to preserve their fragrance, and sent to one of the many warehouses scattered around the region. Most will be distilled within 24 hours to extract the precious rose water and essential oil, which made the damask rose one of the most sought after natural ingredients for perfumes and beauty products.
Tiriguioute, Morocco: A woman picks fresh wild roses in the fields surrounding the village. (photo by Matilde Gattoni)
The interest of international cosmetics in the Damask rose from Morocco
Over the past twenty years, the unique fragrance of the flower, combined with its hydrating, antioxidant and anti-aging properties, ha attracted the attention of cosmetics giants such as L’Oréal and Yves Rocher, transforming the economy of the entire valley. Today in the region they operate further 67 local producers of rose-based items, supplying both the national and international markets. In addition to rose water and rose oil, they mainly produce rose powder for cosmetics and dried buds used for teas and infusions.
How the precious, and expensive, essential oil is born
On the outskirts of Kalaat Mgouna, the capital of the valley, workers at the Flora Sina distillery are busy processing the eight kilos of roses that arrived this morning. After separating the open flowers from leaves and branches, they immerse them in a copper still full of water, placed on a gas stove. The flavored liquid evaporates at a temperature of 97 degrees, and is then collected via a series of small metal tubes and condensed by a cooling system. The result is a distilled mixture of rose water and essential oil, which will subsequently separate through decantation, with the less dense oil emerging to the surface.
Hafssa Chakibi, 35 years old, owner of Flora Sina (photo by Matilde Gattoni).
Five tons of roses for one liter of oil (for 20 thousand euros)
“We will let it rest for two months before shipping it to our customers abroad,” explains 35-year-old Hafssa Chakibi, the enthusiastic and energetic owner of Flora Sina. With a price of around 20 thousand euros per litre, rose essential oil is one of the most expensive in the world. «It takes five tons of roses – the equivalent of three weeks’ harvest for one hectare of field – to produce just one liter” he continues.
The name of Chakibi’s company is a tribute to Ibn Sina, the Arabic name of the Persian scientist and doctor Avicenna, who first codified the distillation of the rose in the 10th century AD. The young entrepreneur is originally from Casablanca, but spent several years studying and working in France. A chemical engineer by profession, in 2018 he decided to leave his job in a petrochemical company to chase the dream of opening a distillery. The beginnings were not easy.
Not easy beginnings, success over the years
The first year Chakibi was unable to rent a place, and she was forced to distill in a Berber salon. «I managed to get a ton of rose water, and I said to myself: if I can sell it, I will continue, otherwise I will go back to my previous job» he explains. Chakibi was able to boost his business by sending free rose water samples to potential customers and acquaintances. Since then, Flora Sina has grown steadily, and today its organic rose water is one of the finest in the entire valley. Chakibi’s customers come from all over the world, from French and Mexican pastry chefs to Chinese, Japanese and English cosmetics manufacturers, as evidence of his dedication and passion. «What I love most about distillation is being able to capture something as ephemeral as the scent of the rose, and transform it into something long-lasting» he continues.
The newly elected Miss Rosa Zahra Barmaki and her bridesmaids – the second and third placed – throw rose petals at the spectators from a float adorned with flowers, during the Festival (photo by Matilde Gattoni).
The rose harvest season in Morocco is a tourist attraction
Thanks to the rose boom, the price of a kilo of flowers increased more than five times between 2003 and 2025. Today Morocco is among the world’s leading producers of Damask rosetogether with Iran, Bulgaria and Türkiye. According to official statistics, almost all production is concentrated in the Rose Valley, whose climate – cold winters, followed by sunny springs and hot summers – is particularly well suited to the Damask rose. The valley currently produces over 4 thousand tons of roses per year on approximately one thousand hectares, but in the coming years Morocco aims to further increase the cultivated area, as well as total exports and the quantity of derived products processed locally.
The Rose Festival, between guided tours and tradition
The harvest season culminates with the Rose Festival, the second oldest festival in Morocco, celebrated in Kalaat Mgouna every early May since 1962 (the 2026 edition closes today, May 9). Its highlight is theelection of Miss Rosaa themed beauty contest reserved for local girls who can speak Berber, know the history of the rose and know how to harvest it. Every year, thousands of people flock to the city to watch the election and the subsequent parade along the main street, where the newly elected Miss Rosa and her bridesmaids – the second and third runners-up – throw rose petals at spectators from a float adorned with flowers. The promotion of Miss Rosa and the festival is part of one broader strategy to use the Damask rose as an attraction for visitors and boost tourism.
During harvest season, visitors can participate in one of many guided tours at local distilleriespick flowers with local farmers, buy rose products in the many boutiques that line the main street of Kalaat Mgouna, or the ubiquitous heart-shaped rose crowns sold by young people on the roadside.
arocco – Ait Mírao – Workers separate open roses from buds at Copperative Femmes DadËs.
Climate change affects the timing of roses
In spring, pale pink petals add an extra pop of color to the region’s stunning beauty. Located at the confluence of the Assif M’Goun and Dadès rivers, the Rose Valley is a sequence of ancient fortified villages, majestic mountains, pristine rivers and lush oases, whose greenery contrasts with the surrounding arid Atlas landscape. The sense of peace and timelessness that emanates from the valley is one of its best kept secrets and an essential part of its magic.
«Every year roses start to bloom a little earlier than the previous year due to climate change. The good thing is that the Damask rose is quite robust and doesn’t need much care. All we do is plant some legumes among the rose bushes to preserve nitrogen in the soil,” explains Chakibi, whose rose products are organic and certified.
Over time, the young entrepreneur fell in love with the valley and her new life. Although she misses family and the cultural life of a big city, Chakibi would never go back. “I love what I do,” he explains. «I love the fact that my distillations have a different scent every day, depending on the weather and the sun». Chakibi recently got married to her rose supplier and gave birth to their first child. «I always make him smell flowers» he concludes smiling. «If they like them, fine; If they don’t like them, it doesn’t matter. He will find his way in life, just like I did with the roses.”