Interview with Manz El Amrani, Founder of MNL’S.

Can you tell us about your personal journey and what inspired you to start your business?

My journey into building MNL’s Secret started from a very personal and intimate space,
my own daily rituals. Since I was a child, taking care of my hair and skin was never just a routine for me; it was part of my identity. It was something consistent, something intentional, something that grounded me. On a daily and weekly basis, I was always connected to these moments of self-care, and over time, they became a reflection of how I see myself. The idea of the brand didn’t come in a formal or structured way. It came in a very real, almost quiet moment. I remember standing in front of the mirror, brushing my hair, and simply looking at myself. And in that moment, I had a very clear thought — I want something of my own. But more than that, I wanted to create something that speaks to people like me. People who genuinely care about what they put on their hair, on their skin, and into their routine. I realized that I was constantly searching for products that felt aligned with my standards: clean, effective, and authentic, but I rarely found something that truly reflected that balance. And that’s when the shift happened. Instead of continuing to search, I decided to create. What makes this journey even more meaningful to me is the symbolism that came with it.
The dragonfly, which is now the emblem of MNL’s Secret, appeared at a very specific moment. Shortly after the idea came to me, I was in the same space, again brushing my hair, and a dragonfly came to my balcony. I took it as more than a coincidence; I saw it as a sign, something almost spiritual, as if it was meant to become part of this journey. Today, it represents transformation, identity, and purpose, everything the brand stands for.

MNL’s Secret is not just a business to me. It is an extension of who I am. It represents purity,
intention, and a certain standard of care. It reflects the person I have always been, and the
person I am becoming. What inspired me the most, in the end, was a very simple idea:

I wanted to become the brand I was personally looking for.

Instead of adapting to what exists, I chose to build something that feels true to me, something I can fully relate to, trust, and stand behind. And that is how MNL’s Secret was born.

What is the mission or vision behind your company, and what makes it unique in your industry?

At its core, what makes MNL’s Secret unique is something very simple, yet very powerful; it is deeply personal.

The brand is a direct reflection of who I am, my standards, and the level of care I believe in. I
am someone who is intentional, who values quality, and who believes that if you create
something, it should be done with honesty and excellence. That mindset is embedded in
every aspect of the brand. Of course, many founders start with the desire to build something meaningful and trustworthy. But for me, it goes beyond intention; it is a responsibility. When someone chooses MNL’s Secret, they are trusting not just a product, but a philosophy. And that trust is something I take very seriously. The mission of MNL’s Secret is rooted in purity, integrity, and connection. We aim to reach individuals who are conscious about what they use, people who care about their hair, their skin, and, more importantly, what they expose themselves to on a daily basis. In today’s world, where trends move fast and products are often driven by marketing rather
than substance, we want to offer something different. We want to bring people back to essentials. To remind them that nature already offers powerful solutions, and that we don’t always
need to overcomplicate beauty with excessive chemicals or temporary trends. This does not
mean rejecting innovation, but rather creating a balance between modern knowledge and
natural integrity.

Our philosophy is simple:
what comes from nature should remain close to its essence.

Every product we develop is guided by that principle. It must be clean, effective, and
genuinely beneficial. It is very important for me that when someone purchases from MNL’s
Secret, they feel that they are receiving more than what they paid for, not just in terms of
product, but in terms of value, trust, and experience. We are not here to follow trends. In fact, part of our mission is to encourage people to step away from them, to build their own routine, their own understanding of what works for them, and to reconnect with a more intentional way of caring for themselves. Self-care is not a luxury anymore; it is a necessity. And we are here for those who
understand that. Ultimately, MNL’s Secret is built on a very clear vision: to create a brand that is rooted in nature, guided by authenticity, and dedicated to delivering real value, consistently, and without compromise.

What were some of the biggest challenges you faced while building your business, and how did you overcome them?

One of the biggest challenges I faced at the very beginning was the transition from idea to
reality. Having a vision is one thing, but understanding how to turn that vision into an actual business is something completely different. When the idea of MNL’s Secret came to me, it felt very clear emotionally. I knew what I wanted to create, I knew the standard I was aiming for. But when it came to the structure behind it, the legal processes, the operations, the financial planning, I was entering a space that was entirely new to me. And that is a reality many first-time founders face, even if they don’t always talk about it. At first, I relied heavily on my instinct as a consumer — I knew what quality felt like, I knew what I wanted in a product, and I trusted that. But building a company requires more than intuition. It requires learning, adapting, and sometimes making decisions without having full certainty. The financial aspect was another major challenge. Like any business, capital is essential. I explored the possibility of working with investors early on, and while I did encounter opportunities, I quickly realized that finding the right investor is far more important than simply finding one. There were moments where I felt that my lack of experience could be taken advantage of, or that my vision could be misunderstood or diluted. And I made a very conscious decision at that point: I would rather build something on my own terms than compromise the integrity of what I am creating. So instead of accepting partnerships that did not feel aligned, I chose to take responsibility for the risk myself. I moved forward independently, even if that meant taking on financial pressure. That decision was not easy, but it was necessary. Because one of the most important lessons I learned is this: not everyone will see your vision the way you do. And that’s normal. Vision is personal. It is something you feel before it becomes something others can understand. And if someone cannot see it, they cannot fully believe in it, which is why alignment matters more than convenience.

Looking back, I am grateful for the opportunities that did not work out. At the time, they felt
like obstacles, but later I realized they were protection. They allowed me to grow, to understand my business better, and to make stronger decisions. Another challenge was sourcing, finding the right quality, the right partners, and maintaining the level of excellence I had in mind. In a market full of options, not everything aligns with your standards. It takes time, patience, and persistence to identify what truly meets your expectations. But I strongly believe that what you are looking for does exist; you just have to be willing to search for it and not settle. In terms of overcoming these challenges, I would say my approach has always been simple: keep moving forward.

I often describe it as being in the ocean. When you decide to go into it, you don’t always have
a boat waiting for you. Sometimes, you have to swim. And sometimes, the boats you find are
not meant for you, they might look like opportunities, but they are not built to carry you
safely. So you learn to rely on yourself. You learn to breathe, to adapt, to keep going. And eventually, you become strong enough to navigate your own path. That mindset has been essential in building MNL’s Secret, and it continues to guide me as the brand evolves.

What are the main products or services your company offers, and what value do they bring to your clients?

At this stage, MNL’s Secret focuses on a curated range of pure, organic oils, designed to
offer both performance and versatility. Our collection includes carefully selected natural oils, as well as essential oils in two forms. We offer pure essential oils for those who are experienced and prefer to integrate them into their own routines, whether for hair, skin, or other uses. At the same time, we have developed diluted versions, allowing clients to use them directly without needing to measure or blend making the experience more accessible while maintaining effectiveness. This balance is very intentional. We wanted to create products that adapt to different levels of knowledge, while always ensuring safety, ease, and results. Beyond oils, we are also expanding into complementary categories that naturally align with our philosophy of care. This includes silk-based products such as scrunchies and pillowcases, as well as bath essentials infused with oils, all designed to extend the self-care experience into a more complete and immersive ritual. However, what we offer goes far beyond the product itself. The real value of MNL’s Secret lies in what these products represent and deliver. They bring a sense of purity, knowing that what you are using is clean, intentional, and aligned with your well-being. They bring serenity, transforming a simple routine into a moment of calm and reconnection. And most importantly, they bring a deeper connection to oneself. For me, self-care is not a trend. It is a form of luxury in its purest sense, a way of respecting your body, your time, and your identity. Every product we create is built on that belief. We pay close attention to the origin of everything we use. The quality of an oil does not begin at the moment it is bottled; it begins at the root, at the seed, at the environment in which it is grown. This is something I take very seriously. Nothing is random. From the selection of raw materials to the extraction process, to the final packaging, every step is considered, refined, and aligned with our standards. Every drop carries that level of attention. Because at the end of the day, we are not just creating products, we are creating something that people will trust, apply to themselves, and integrate into their daily lives. And that responsibility is something we honor with care, precision, and intention.

What achievements or milestones are you most proud of in your professional journey so far?

If I’m being completely honest, I don’t see my journey as a single milestone; I see it as a
series of moments that I am proud of, collectively. What I am most proud of is not just what I have built, but the fact that I chose to build it in the first place. So many ideas remain just that, ideas. They live in our minds, they inspire us for a moment, and then they fade because we never act on them. For me, one of the greatest achievements is that I did not allow this vision to remain a thought or a dream. I took the step to bring it into reality, even without certainty, even without having everything figured out.

That decision alone changed everything.

I am also proud of seeing MNL’s Secret move from something personal to something shared,
something that people can discover, desire, and integrate into their lives. There is something very meaningful about creating something that exists beyond you, yet still carries your essence.

Every stage of the journey holds its own value for me.

I am proud of:

The first steps
The difficult decisions
The lessons learned through challenges
And the progress, even when it felt slow

But more than anything, I am proud of the person I have become throughout this process.

Entrepreneurship transforms you. It forces you to grow, to face yourself, to evolve in ways
you don’t expect. And I can see that evolution clearly, in how I think, how I decide, how I
lead, and how I carry my vision. MNL’s Secret and I are deeply connected. The brand is not separate from me, it grows as I grow, and I evolve as it evolves. That connection is something very important to me. So if I had to define my greatest achievement, it would not be a number, a launch, or a
specific moment. It would be this: the courage to begin, the discipline to continue, and the transformation that came with it. And that is something I am truly proud of.

What are your future goals for your business, and what exciting projects or expansions can we expect next?

The future of MNL’s Secret is centered around growth, expansion, and refinement, always
guided by the same principles that defined it from the beginning. One of our next major steps is the development of a more advanced line within the brand, including products such as shampoos, conditioners, and treatments. The objective is to move beyond individual products and offer a more complete and structured approach to hair care, one that delivers both immediate experience and long-term results. At the same time, we are expanding into complementary categories that naturally align with our vision of holistic self-care. This includes silk-based products, such as scrunchies and pillowcases, designed to protect the hair while elevating the overall experience. These additions are not random; they are carefully selected to create a cohesive ecosystem around the brand. Another important milestone we are actively working toward is entering selective retail spaces, including internationally recognized platforms such as Sephora. For us, this is not only about visibility, but about positioning the brand in environments that reflect its level of quality and identity. There are several exciting projects currently in development, and while some of them are still being finalized, they represent the next evolution of MNL’s Secret. What I can say is that everything we are building is done with intention, and we are looking forward to sharing these steps very soon. Beyond the business itself, I also want to take a moment to express my gratitude.

Being featured and having the opportunity to share my journey is something I truly value. I would like to sincerely thank WRW Magazine and Pamela Quinzi for creating this space and for allowing MNL’s Secret to be part of it. It is an honor to be included among voices that are shaping their own paths.

And finally, I always remain open.

For those who connect with the vision, who believe in what we are building, or who simply
wish to follow the journey, you are always welcome. MNL’s Secret is not only something I
am building, but it is also something I am sharing.

Discover more on:
www.mnlssecret.com