Long before clean beauty became a mainstream movement, Alaffia was quietly redefining what ethical business could look like. The brand, built on equity as a core value, uses traditional West African ingredients and time-honored knowledge to create personal care products that uplift communities. At the center of that mission is founder Olowo-n’djo Tchala, whose life experience shaped a company where beauty, justice, and sustainability are inseparable.
Tchala grew up in Togo, West Africa, where access to education was not guaranteed and resources were limited. After losing his father at a young age, his mother struggled to support their family, an experience that deeply informed his understanding of systemic inequity. Years later, after immigrating to the United States and studying at the University of Washington, Tchala returned to West Africa with a vision that blended entrepreneurship with social responsibility. In 2003, that vision became Alaffia.
From the beginning, Alaffia was built on the principles of fair trade and community empowerment. The brand sources ingredients such as shea butter, coconut oil, and African black soap directly from women-led cooperatives in West Africa, ensuring fair wages, safe working conditions, and long-term economic stability. These partnerships are foundational to the brand’s identity. Every product sold helps fund Alaffia’s empowerment projects, which support maternal care, education, reforestation, and bicycle programs in the communities where its ingredients originate.
Alaffia’s product line reflects its holistic philosophy. From body washes and lotions to hair care and soaps, each item is made with plant-based, ethically sourced ingredients. The products are also formulated without unnecessary additives. The focus is on simplicity, effectiveness, and respect for the body and environment. The brand’s minimalist packaging and accessible price point further reinforce its commitment to making ethical personal care accessible. Standouts include the Everyday Shea Bar Soap in lavender ($7), the Kids Bubble Bath in coconut strawberry ($18), Africa’s Secret Multi-Use Balm ($18), and of course, the Authentic African Black Soap Triple Milled ($6).
What sets Alaffia apart is how seamlessly its business model integrates impact. Social good is not a marketing angle layered onto the brand; it is the business. As Alaffia has grown, expanding its presence in major retailers and households across the country, its commitment to transparency and accountability has remained constant. The company operates as a certified fair trade organization and continues to prioritize long-term community investment over short-term profit.
Through Alaffia, Tchala has demonstrated that entrepreneurship can be an act of service. The brand stands as proof that businesses can be built with cultural heritage, ethical sourcing, and thoughtful leadership. Alaffia is not just caring for skin and hair–it’s creating dignity, opportunity, and lasting change.