Ayéya’s New Body and Home Care Products Line Supports Women in West Africa

A beauty and lifestyle brand dedicated to preserving African traditions and empowering local women through ethically sourced body care and home products has officially launched.

Beginning today, 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 says it’s redefining what it means to create impact through conscious consumerism.

Redefining Conscious Consumerism

“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 was founded by Olowo-n’djo Tchala, who sought to catalyze positive change in West Africa by creating not just skincare and haircare products, but also a socially conscious enterprise that uplifts communities. With over 20 years of experience working directly with African communities, Ayéya says it stands as a beacon of empowerment and cultural respect.

Created with intention to honor the cultural heritage of West Africa, Ayéya says it’s 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 Line

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:

Naked soaps and bath bombs, exclusive to Whole Foods Market;
Home cleaning laundry and dish tablets, multi-function spray and all-purpose/multi-surface cleaner tablets, first to market at Whole Foods Market;
Ina by Ayéya bar soaps, bath bombs and bath salts, exclusive to Sprouts Farmers Market;
Traditional African black soaps;
Foaming hand soaps;
Whipped body butter;
2-in-1 face and body moisturizer;
Shampoo & conditioner bars; and
Baby & children body care products.

Mood Campaign

Available on shelves is a line of unwrapped soaps and complementary bath bomb bars featured exclusively at Whole Foods Market in support of its “mood” campaign, with SKUs ranging from “empower” and “nurture” to “uplift,” “love” and “cheer.”

Additional products including its 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.