Moroccan pharmacist and entrepreneur Loubna Lamrani seeks to reshape the maternity experience in Morocco through Mama Box, a digital platform designed to support mothers. Lamrani, who co-founded the initiative in 2023, received the 2025 “Coup de cœur” Jury Prize at the Orange Social Entrepreneur Award for Africa and the Middle East (POESAM).

Lamrani launched Mama Box with Fatine Rizlene Labraimi and Hanae Bouayad. The initiative provides free, personalized, and reliable support to expectant and new mothers during the critical maternity period.

The project distributes boxes in maternity wards, partner medical practices, and through its online platform. Each box includes baby and mother care products, such as skincare items and breastfeeding accessories.

In addition to physical boxes, the platform offers discount vouchers, a practical guide, and unlimited access to Mama Bot, a virtual assistant powered by artificial intelligence.

“Mama Box was born from a simple mission: to accompany mothers in the wonderful adventure of maternity,” the company said. “Each box is a celebration of life, filled with carefully selected products, special offers, and a wealth of practical advice. Our selections are guided by healthcare professionals and driven by the belief that every mother deserves the best for herself and her baby.”

Lamrani has practiced pharmacy since 2007 at Pharmacie Moulay Ismail. In 2011, she co-founded COSMOBIO Parapharmacie, a space dedicated to health and wellness in Morocco.

She holds a doctorate in pharmacy from the Faculty of Pharmacy of Monastir, earned in 2014, and a master’s degree in pharmaceutical management from Laval University in Canada, obtained in 2007.

This article was initially published in French by Melchior Koba

Adapted in English by Ange Jason Quenum