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Scent and touch are two essential ingredients to a self care ritual. When I opened a jar of Yawoni’s nourishing organic lotion, I was met with a freshness that was lightly perfumed with a hint of sweetness and spice. Add that to a whipped buttery texture that melts into skin and you have the winning ingredients for a self care ritual. It’s those rituals- nourishing our skin- that inspired Yawoni founder, Diara Chukuigwe to craft her signature butters and oils for the face and body. Having observed the West African traditions of her heritage she wanted to extend that into her personal life and share the power of nature with others. Each ingredient in her clean beauty products are carefully selected from Africa, certified vegan and cruelty-free and packaged in containers that can be recycled instead of creating more harmful trash for our planet. After all self care extends to caring for the planet as well.
If you, like me, have to endless tend to dry skin during the winter months, your skin will thank you for the extra attention when you try this body butter. Ingredients like aloe vera and shea butter lock in moisture while willow bark and lavender oil add a delicious scent that makes you feel luxurious when stepping out of the shower. I had a chance to learn more about Diara’s ingredients, process for creating her signature self-care products and the obstacles that come with sourcing sustainable and organic ingredients. But, through it all it all she’s still be able to attain her goal of sharing her heritage and self-care traditions with others.
How long did it take to develop your first product?
It took me a little less than a year, although the concept and at home formulations started much earlier. After experiencing loss, I turned to the beauty and self care rituals my ancestors used for healing. They used oils and butters as a remedy for most ailments. Inspired by the power and simplicity of these rituals, I had a desire to share. I decided to launch the first two products: our Ultra Nourishing Body Butter, a thick but fast absorbing creme, and Huile de Jour, a light face and body oil with Neroli extract.
How do you sustainably source the ingredients?
I traveled to Mali at the end of 2019 to meet with women-owned shea butter co-ops. After being confronted with the complexity of USDA import requirements, I searched for and partnered with a lab that specializes in organic formulations and prioritizes sustainability. Not only were they able to take care of directly importing the ingredients, they offered full traceability for every ingredient’s origin. The shea butter found in our Ultra Nourishing Body Butter is sourced from Mali, the Cocoa Butter from Ghana. In our Huile De Jour, the Baobab Seed Oil is sourced from Sub-Saharan Africa and the Marula Oil from the Miombo Woodlands in Southern Africa.
Why was it important to you to ensure that your formula is natural, organic and synthetic-free?
I have been dealing with hormonal issues and through my research found that so many ingredients I was using on a daily basis had been proven to be hormone disruptors. I wanted to create products that were free of these hormone disrupting chemicals.
What challenges have you experienced building a natural, sustainable brand?
My main challenges have been that quality organic ingredients are expensive and consumers have to try your products to experience the difference. As a direct to consumer brand with no retail footprint yet, that is challenging. Packaging is another area that we’re constantly trying to improve on.
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What organizations do you partner with?
Through 1%, we’re proud to support Mboni Ya Vijana, a non-profit based in Tanzania empowering women and young people; training, educating and financing projects related to protecting the environment. Another organization that we’ve partnered with is the Natural & Organic Health & Beauty Alliance (NOHBA) who is focused on identifying, improving and communicating best practices (ingredient sourcing, processing, manufacturing and packaging) for the natural and organic personal & home care products industry.
What does Yawoni mean?
“Ya” is short for my mother’s name, Kadidia and “woni” means beloved in my grandmother’s Moorish language.
How do you adopt the power of love into your everyday life?
Everyday I make sure to connect with someone I love. Sometimes it is easy to get carried away with the bustle of everyday life, so I make sure to create room for these one on one moments. Some things as simple as a call, a long walk, sharing a meal, or going to an event. These daily interactions remind me of what truly matters.
What is next for Yawoni?
We plan on expanding our product line with complementary products to cover a beauty and wellness routine from head to toe. However, it’s important that our future products have the same quality standard as our current ones, and that takes time.
Read more about sustainable organic skincare:
Natural Lotions To Keep You Glowing All Winter Long
Practice Self Care With This Black-Owned Natural Skincare Brand
8 Plant-Based, Cruelty-Free, Eco-Friendly & Reef-Safe Sunscreens
