Alaffia is a magnificence model that is not like most others. The fair-trade firm, which is Black-owned and makes a speciality of hair, face, and body-care merchandise that incorporate handcrafted African elements, defines itself as one whose success will not be measured by revenue, however reasonably by empowerment.
“We based Alaffia as a method to empower my communities in West Africa; our social mission got here first,” founder Olowo-n’djo Tchala informed CelebrityPie. “It was not developed as a advertising and marketing instrument to promote our merchandise.”
Taking inspiration from his mom, Ina, Tchala based Alaffia as a approach to pour again into the group in his dwelling nation of Togo. “Ina taught me concerning the significance of group,” he mentioned. “Once I was younger, she all the time discovered methods to share no matter we had with these round us, and it is a essential a part of what Alaffia does.”
Alaffia’s merchandise, like unrefined shea butter and African black cleaning soap, are handcrafted by ladies’s cooperatives in Africa utilizing conventional strategies earlier than being completed at Alaffia’s US headquarters in Olympia, WA. As soon as the merchandise are offered, the proceeds are instantly returned to Togo to assist fund numerous initiatives like maternal well being, training, reforestation, and sustainability. The objective is to alleviate poverty, encourage gender equality, and in the end defend ladies, whom Tchala mentioned are the spine of West African communities.
“Their expertise and information are constantly undervalued,” he mentioned. “I created Alaffia as a approach to change this, to provide actual worth and consciousness to the information and assets of those ladies.”
Togo is without doubt one of the poorest nations in Africa. In response to analysis from The Borgen Project, simply over 80 p.c of the nation’s rural inhabitants lived beneath the poverty line in 2017. An enormous step that Alaffia is taking to alleviate poverty is making certain the ladies harvesting these elements are being paid livable wages and dealing in wholesome environments.
“[Women’s] expertise and information are constantly undervalued. I created Alaffia as a approach to change this.”
“Not solely are we creating pure merchandise with sustainably harvested and crafted assets from one of many poorest nations on the earth, we’re paying group members pretty for his or her items and providers and offering healthcare, paid break day, and different advantages,” Tchala mentioned. “There’s a reciprocal relationship the place the funds from the gross sales of our merchandise return into the communities. They go to the locations the place they’re desperately wanted, which the group members have recognized themselves. Empowering Togo to rise out of poverty places humanity on the heart—fundamental wants, not revenue.”
The corporate boasts a lineup of a number of merchandise like shampoos, conditioners, physique washes, and physique butters — take a look at the model’s bestsellers forward.