In Marrakech these days, the streets are paved with gold. Liquid gold, that is. Argan oil. End to end, shop by shop, in the narrow alleyways of the souk and on display in the rollicking central Jemaa el Fnaa, this transcendental beauty elixir is as copious as Morocco’s sultry sunshine. Argan oil’s praises have been sung by Selena Gomez, Madonna, and Kim Kardashian West, an A-list of enduring beauties who are said to slick themselves generously with it as a vital and possibly transformative component to their skin-care regimens. 

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