AYÉYA makes a beautiful line of bar soaps that transform your daily routine into a moment of indulgence. But AYÉYA also wants to expand the idea of what a beauty and lifestyle brand can achieve by making products that help support community with integrity. AYÉYA, means “life in balance,” and was founded in 2024 by Olowo-n’djo aka “Olo,” whose vision for a different kind of company began in his homeland of Togo, West Africa.
The company’s work touches the lives of over 350,000 people in West Africa. That’s through AYÉYA’s fair-trade suppliers, employees, or participants in community programs funded by fair-trade sales. As a result, AYÉYA has built a business upon a simple self-care ritual and expanded it to do good not only for the person using the soap but far beyond.
Choose from the fragrances available at Whole Foods Market: Cheer (vanilla cinnamon), Uplift (citrus), Nurture (lavender), Empower (coconut patchouli), Love (floral), and Grow (eucalyptus mint). Each soap bar is cruelty-free and vegan. Plus, there are no added parabens, phthalates, sulfates, and synthetic dyes. The shape of the soap is a delightful chunky square that fits nicely into the palm of your hand. And the soap stays solid wash after wash. It did not get cracks or splits like other bars I’ve used. On top of that, each scent makes its presence known in the most pleasing and refined way. My favorite fragrance was the minty eucalyptus, Grow, that gave me a refreshing reboot with each use.
Be sure to explore their Traditional African Black Soap bars: Gratitude (unscented), Balance (patchouli lavender & orange), Honor (cedarwood), Joy (cinnamon sandalwood & vanilla), Reset (peppermint), and Peace (lavender) These bars are crafted with authentic African Black Soap, made by artisans using traditional methods passed down for hundreds of years.
More of a liquid soap fan? AYÉYA has just introduced a line of foaming hand soaps that embodies their dedication to simple, pure ingredients. Just like AYÉYA’s bars, these foaming hand soaps are crafted with a clean, eco-friendly formula and support low-waste and environmentally responsible practices.
Take the time to treat yourself to a soap with substance and integrity. When you feel good it’s easier to do good.
