From this perspective, medicinal and aromatic plants (MAP) constitute a highly promising sector to create business and revenues through the valorization of these resources. The region of Fes Meknes is a case in point, where the creation of cooperatives operating in the MAP development sector has been aimed at preserving the natural capital. The success in this sector, however, depends on cooperatives demonstrating a commitment to the values of social, economic, and environmental sustainability. 5 Even with this potential, cooperatives face significant barriers in marketing their bioactive and producing cosmetic products. Difficulties regarding quality standards and compliance with international regulations, the absence of a standardized quality approach specific to this market inhibits further progress. 6 Certification becomes crucial in ensuring product marketing. 7 Organizations such as Cosmetic Organic and Natural Standard (COSMOS), Cosmetic Biologic (COSMEBIO) and Ecocert have developed standards for natural and organic cosmetics. These standards aim to guarantee a high proportion of organic or natural ingredients in products, while limiting the use of synthetic elements and chemical processes. 8 Notwithstanding the promising potential of cooperatives involved in the development of medicinal plants, they face major challenges in bringing their bioactive and cosmetic products to market. Major obstacles such as ensuring quality standards and compliance with international regulations hamper their market expansion. The lack of standardized methods for guaranteeing quality exacerbates the situation, underlining the crucial importance of certification in gaining consumer confidence.