This paper focuses on the characterization and valorization of Moroccan bentonite in dye removal. The stratiform Iboughardain deposit is located in Kert basin (Northeast Rif, Morocco), It is accessible via a tarred road connecting Nador-Seghanghan-Dar Kabdani at a distance of approximately 30 km from Nador. Its Lambert coordinates are X = 709.300, Y = 501.000 (topographic sheet Kebdani to 1/100.000). Bentonite outcrops occur as alterations of the lower horizontal layers of trachyandesite tuff and cinerite. This alteration is in contact with greenish Miocene marl. The mineralogy composition of the samples examined indicates the presence of various contents of montmorillonite and associated minerals such as feldspars and quartz. The mineralogy dominated by aluminosilicates is reflected in the chemical composition which shows high contents of SiO2 and Al2O3. The other oxides have moderate proportions. It is Fe2O3 (1.90 wt%), K2O (0.90 wt%), MgO (5.65 wt%), and MnO (0.07 wt%). Geotechnical results show that the sample is very plastic. Importantly, the experimental adsorption results clearly demonstrate that the clay from the Iboughardain region effectively clarifies the dyeing. The removal of methyl orange (CMO = 140 mg/l) was shown to be significant (98%) under activated bentonite compared to doped bentonite (B-TiO2 20%wt). In addition, the removal of methylene blue staining at a high concentration (CMB = 120 mg/l) was able to reach significant removals of 80 and 99.9% using raw and doped bentonite, respectively.