Community of Champions of Alaffia’s Beautiful Curls Collection


WWhen it comes to developing beauty products, not all businesses are created equal. Some companies focus only on developing high quality products, while others go beyond the call of duty by working to build community and change the world. One company that exemplifies this goal is Alaffia, a hair and skin care brand founded by Olowo-n’djo Tchala and rooted in Tchala’s education and West African heritage.

The ingredients in each body, face and hair product are made with fair trade African shea butter with a percentage of sales supporting African communities in need. One of the brand’s missions is to reduce poverty and catalyze gender equality in Togolese communities, in addition to working towards the elimination of poverty in the world.

Tchala’s most remarkable aspiration has been to combine culture, activism and beauty to change the way people think not only about beauty products, but also about treatment and ethical rights. “Togo’s community needs and culture really guide the direction of our empowerment projects,” says Lanaia Edwards, Vice President of Global Marketing at Alaffia.

The Beautiful Curls Collection is Alaffia’s latest offering, and it was created to promote healthy, defined curls for people with type 2 to 4C hair. The collection includes shampoos, leave-in conditioners, oils, curl creams, and edge control designed for low and high porosity hair types, and all are under $ 15. Each product is free from silicones, sulfates, parabens, phthalates, mineral oil, synthetic fragrance and artificial colors. In addition, the entire range is plant-based and handcrafted with unrefined shea butter and coconut oil from an Alaffia Village cooperative run by women in Togo.

“Each product is formulated with aqueous extracts, which even makes water effective and beneficial for [the] hair and scalp. Using Alaffia’s reverse osmosis water system, the purified water is infused with plants such as yarrow, comfrey, arnica, calendula and chamomile, ”adds Edwards. Supporting Tchala’s mission to empower African communities, five percent of every sale from the Beautiful Curls collection goes to Beautiful Arrival, Allafia’s mothering project that recently expanded to the United States.

“Our goal is to empower Togolese women to provide for themselves and their families in a sustainable manner by reducing poverty and advancing gender equality. Facilitating access to the global commercial market through fair trade in indigenous resources and community empowerment projects is an effective way to achieve this, ”says Edwards.

Serving the community has profoundly influenced the development of every Alaffia product in a significant way. Edwards explains, “It came naturally and only made sense to organize cooperatives around indigenous resources readily available in Togolese communities so that our female-led members could provide their skills and knowledge to the rest of the world and get out of poverty . “

She goes on to say that “Our products are entirely influenced by the landscape, cultural customs and craft processes that are dear to the heart of West Africa. This approach has enabled us to have a positive impact on the lives of thousands of people through our empowerment projects in the areas of maternal health, eyewear distribution, reforestation, regenerative agriculture and l ‘education.

Alaffia goes beyond beauty needs. It is a brand focused on empowering and improving the lives of Africans. Each Alaffia hair product is intimately linked to the very definition of the name, being in a state of well-being, harmony and well-being.

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