“My wife discovered argan oil through skincare. I discovered it through food.”

Patricia Reinders founded SULA NYC after a career in healthcare, building a skincare company around carefully sourced, high-quality ingredients. Long before argan oil became Wim’s focus, Patricia was researching ingredients from around the world and developing products that reflected her standards for quality and effectiveness. One ingredient stood out: argan oil.

As Patricia incorporated argan oil into SULA’s formulations, Wim became interested in it for a different reason. While Patricia was focused on what it could do for the skin, Wim started learning about its role in Moroccan cuisine and its nutritional properties.

“I like food, especially food that’s tasty and healthy,” he says.

The more he researched, the more intrigued he became. Culinary argan oil, made from roasted argan kernels, had been used in Morocco for generations, yet most Americans had never heard of it. “It has balanced omegas and a very high antioxidant content,” Wim explains. “I tried it, and I loved it.”

What started as curiosity soon became personal. After being diagnosed with diabetes and high blood pressure, Wim’s doctor told him he needed to make significant changes to his diet and lifestyle. The challenge was that Wim had no interest in sacrificing flavor. “I didn’t like vegetables. I still don’t like vegetables,” he laughs.

As he started paying closer attention to nutrition, culinary argan oil stood out to him because it offered something he rarely found in health-focused foods: it was genuinely enjoyable. Over time, it became a became a regular part of his cooking and helped inspire a new business, Culinary Argan Oil, built around introducing others to the ingredient.

“When I do a sampling session, people taste it and love it.”

At food shows, tastings, and specialty events, Wim has learned that the product speaks for itself. Rather than leading with nutrition facts or technical explanations, he prefers to hand someone a sample and let the flavor do the work.

The oil’s rich, nutty flavor makes it remarkably versatile. Wim uses it on vegetables, salads, bread, and in baking. He enjoys showing people how it can elevate familiar foods while introducing them to an ingredient that remains largely unknown in the United States.

That educational aspect has become one of the most rewarding parts of the business. Some people arrive skeptical. Others know argan oil only through skincare. By the end of a tasting, many leave with a completely different perspective.

For Wim, those moments represent more than a sale. They are opportunities to share a Moroccan tradition that has existed for centuries but remains largely undiscovered by American consumers.

“There’s still so much room for people to discover argan oil.”

Looking ahead, Wim sees the greatest opportunity in awareness. Most consumers are still unfamiliar with argan oil, which creates room to reach chefs, specialty retailers, gourmet food shops, corporate gifting programs, and health-conscious consumers searching for something different.

“There are so many products out there,” he says. “This is something different.”

Today, SULA NYC and Culinary Argan Oil continue to grow alongside one another. One focuses on skincare, the other on food, but both trace their roots to the same ingredient and the same commitment to thoughtfully sourced high-quality products. For Wim, the future isn’t about chasing trends. It’s about helping people make a discovery. Whether someone encounters argan oil through skincare, a recipe, or a tasting table at a food show, Wim hopes they leave with the same reaction he had when he first tried it: curiosity, followed by appreciation for something they never knew they were missing.