Ayéya unveils ethical body and home care line empowering West African women

WEST AFRICA – Ayéya, a beauty and lifestyle brand committed to preserving African traditions and empowering local women, has officially launched.

The brand is introducing a range of ethically sourced body care and home products, including bath soaps, laundry and dish tablets, and home cleaning supplies, now available at Whole Foods Market nationwide.

Ayéya’s mission is twofold: to provide economic independence for women in Africa and to contribute to global climate change mitigation, redefining the impact of conscious consumerism.

Ayéya is deeply rooted in the rich cultural heritage of West Africa, ensuring meaningful employment for African women while supporting community development.

Their sustainably sourced products are crafted with authentic, functional, and high-quality ingredients, all packaged in recyclable materials.

Every purchase contributes to fair wages and sustainable employment for over 300,000 people in Ghana and Togo, reinforcing Ayéya’s commitment to social impact.

Expanding into the natural and organic skincare market

The brand’s debut at Whole Foods Market, alongside its direct-to-consumer offerings, positions Ayéya within the US$11 billion natural and organic skincare industry.

Their purpose-driven, transparently sourced, and artisan-made product portfolio includes a variety of high-quality body and home care items.

Naked Soaps and Bath Bombs are available exclusively at Whole Foods Market, offering a luxurious and eco-friendly bathing experience.

The Home Cleaning Line, which includes Laundry Tablets, Dish Tablets, Multi-Function Sprays, and All-Purpose Cleaner Tablets, is also launching first at Whole Foods Market. It provides sustainable and effective cleaning solutions.

The Ina by Ayéya Collection, featuring Bar Soaps, Bath Bombs, and Bath Salts, is exclusively available at Sprouts Farmers Market.

Additionally, Ayéya offers Traditional African Black Soaps, a product that honours centuries-old skincare traditions with natural, skin-nourishing ingredients.

For hand and body care, the brand has developed Foaming Hand Soaps, Whipped Body Butter, and a 2-in-1 Face and Body Moisturizer, catering to various skincare needs.

Shampoo & Conditioner Bars provide an eco-conscious alternative to traditional haircare, reducing plastic waste while delivering high-quality results.

The Baby & Children’s Body Care Products are specially formulated for delicate skin, ensuring gentle and safe cleansing options for young users.

A vision for social change

Founded by Olowo-n’djo Tchala, Ayéya is more than just a beauty brand—it is a movement for positive change in West Africa.

With over 20 years of experience working directly with African communities, Tchala aims to uplift and empower through socially responsible business practices.

“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 women’s strength and local communities’ potential to thrive through meaningful economic opportunities.”

Ayéya directly supports West African women and youth through The Ayéya Family of Impact Organizations, which provides sustainable wages, clean water access, and employment opportunities to combat economic injustice and gender inequality.

By improving market access for women and youth in Ghana and Togo, Ayéya is breaking cycles of poverty while delivering high-quality, ethically made products to consumers.

Ayéya operates with a climate-conscious approach by prioritizing sustainable ingredient sourcing, local processing, reduced climate impact, and minimal packaging waste.

This commitment aligns with their broader goal of responsible business practices that benefit both people and the planet.

Currently, Ayéya’s unwrapped soaps and complementary bath bomb bars are available at Whole Foods Market as part of their “mood” campaign, featuring SKUs such as “Empower,” “Nurture,” “Uplift,” “Love,” and “Cheer.”

Additional product launches, including the Home Cleaning Line, Traditional African Black Soaps, and an exclusive line with Sprouts Farmers Market, will debut in November, with further expansions planned for 2025.

With a mission that blends cultural heritage, social empowerment, and environmental responsibility, Ayéya is setting a new standard for ethical body and home care products.