Alaffia Enters New Era with Founder back at Helm and Mission Strengthened

 Co-Founder Olowo-n'djo Tchala's leadership signals a powerful return to the values that made Alaffia a trailblazer—transparency, sustainability, and economic empowerment.

SEATTLE, June 24, 2025 /PRNewswire/ -- Alaffia, the trailblazing beauty brand founded in 2004, announces that it is back under the ownership and leadership of its original co-founder, Olowo-n'djo Tchala. Alaffia joins forces with AYÉYA marking a bold new chapter for the purpose-driven beauty companies, united by a strengthened focus on empowering communities in West Africa.

This milestone marks a return to Alaffia's founding mission: creating sustainable economic opportunities for women in West Africa through ethical sourcing, fair wages, and community-first practices.

"Alaffia was born from a promise I made to my mother, that I would never forget home," said Tchala. "We built it so women in Togo could have dignified work and their communities could thrive. When that mission was threatened, I founded AYÉYA to protect and rebuild the mission I originally set out to create. Now, with Alaffia back, our family is whole again."

While rooted in the same mission, Alaffia and AYÉYA are excited to serve different customers and needs within the clean beauty space. Both brands lead with ethical and sustainable sourcing, with traditionally handcrafted fair trade unrefined shea butter from West Africa at the core of their formulations. Alaffia offers affordable, practical products trusted by families and communities, while AYÉYA brings a climate-forward, more elevated, sensorial experience through innovation and concentrated ingredients. Together, they champion clean beauty with purpose, integrity, and respect for people and the planet.

Tchala's return signals more than a leadership change—it's a recommitment to the values that built Alaffia. As outlined in an open letter by Tchala, the team has pledged the following:

• We will never deviate from the core values that inspired Alaffia's founding.
• We will always disclose our ingredients and never cut corners.
• We will prioritize community impact over individual gain.
• We will measure success not by profit alone, but by the lives we uplift.

This next chapter is a bold reimagining of ethical beauty—one that honors tradition while building a more just and sustainable future.

About Alaffia
Founded in 2004, Alaffia is a clean beauty brand rooted in West African traditions, offering effective and accessible products. The brand celebrates two decades of transformative impact in Togo communities through Alaffia's education and maternal health initiatives. The Alaffia brand was acquired by Ayeya Inc and operates under the newly formed Washington Corporation, Anaaga Inc. Discover more at www.alaffia.com.

About AYÉYA
Founded in 2024, AYÉYA is building a movement rooted in equity, empowerment, and environmental stewardship, led by women in Ghana and Togo. AYÉYA funds vital investments in West Africa like clean water access through well-building, climate resilience through reforestation in shea-growing regions, and initiatives that help women achieve economic freedom to break cycles of inequality and uplift entire communities.  Discover more at www.ayeya.com.

Media Contact:
Kirsten Anderson
212-226-2922
[email protected]

SOURCE Alaffia