Ayéya launches ethical body and home care products supporting women in West Africa

Ayéya, a beauty and lifestyle brand dedicated to preserving African traditions and empowering local women through ethically sourced body care and home products, is thrilled to announce its official launch. Beginning this month, Ayéya is debuting a range of bath soaps, laundry and dish tablets, and home cleaning supplies at Whole Foods Market nationwide. On a mission to provide economic independence to women in Africa and mitigate climate change globally, Ayéya is redefining what it means to create impact through conscious consumerism.

Created with intention to honour the rich cultural heritage of West Africa, Ayéya is committed to creating meaningful employment for African women and supporting community development through their sustainably sourced products made with authentic, functional and high-quality ingredients, and recyclable packaging. With every purchase, Ayéya supports fair wages and sustainable employment for over 300,000 people in Ghana and Togo.

The brand’s debut at Whole Foods Market, as well as direct-to-consumer, launches Ayéya into the $11 billion natural and organic skincare space with a portfolio of purpose-driven, transparently sourced, artisan made products, including:

Ayéya was founded by Olowo-n’djo Tchala, who sought to catalyse positive change in West Africa by creating not just skincare and haircare products, but also a socially conscious enterprise that uplifts communities. With over twenty years of experience working directly with African communities, Ayéya stands as a beacon of empowerment and cultural respect.

“Our brand is about more than just beautiful products”, said Olo Tchala, founder of Ayéya. “It’s about creating a virtuous cycle where business success is intertwined with social impact. We believe in the strength of women and the potential of local communities to thrive through meaningful economic opportunities.”

Ayéya works directly to support West African women and youth by providing them with sustainable wages, clean water and employment to break the cycle of economic injustice and gender equality through The Ayeya Family of Impact Organizations. This organisation is dedicated to improving market access for women and youth in Ghana and Togo, addressing challenges such as economic opportunity and clean water access. By supporting African communities through sustainable wages and employment, Ayéya is breaking the cycles of economic injustice and gender inequality, while delivering products that shoppers can feel good about purchasing and using. Additionally, Ayeya operates on climate forward brand practices by using sustainable ingredient choices, local processing, climate impact reduction and less packaging and plastics.

Available now on shelves is a line of unwrapped soaps and complementary bath bomb bars featured exclusively at Whole Foods Market in support of their “mood” campaign, with SKUs ranging from “Empower” and “Nurture” to “Uplift”, “Love” and “Cheer.” Additional products including their Home Cleaning Line, Traditional African Black Soaps, and exclusive line with Sprouts will launch this November, with additional items continuing to roll out in 2025. All products are also available online and on Amazon for nationwide shipping.