Hi all! I'm Ayyab, the founder of Azadi,
a new skincare brand on a mission to do more to enhance the natural glow in all skin tones by being kind to the melanin that we all possess, in varying amounts, in our skin. Why? because melanin is very important, it gives our skin colour but also protects us. Our formulations act to strengthen, brighten and hydrate all skin tones but particularly melanin rich (deeper tones) because for long this demographic has been an afterthought.
The Azadi story began with a personal struggle, one that resonates with so many of us. Like many of you, I've grappled with skin issues throughout my life. It wasn't until my forties that I decided to confront the lack of care, choice, and education surrounding skincare for deeper tones. The journey I embarked on was nothing short of a revelation.
Picture this: years of experimenting with products that initially showed promise but ultimately led to dullness, irritation, and uneven skin tone on my melanin-rich complexion. Sound familiar? It felt like my glow had vanished into thin air. That's when I knew something had to change.
I delved headfirst into the fascinating world of skin, discovering crucial insights along the way. Did you know that melanin, the pigment responsible for our skin colour, is present in all of us? Yet, the structure and needs of melanin-rich skin differ significantly. The more melanin your skin holds, the more reactive it can be, as it works tirelessly to protect itself. This heightened reactivity can lead to inflammation, excessive pigmentation (those pesky dark spots), and even dehydration due to barrier damage. Not to mention the often-oily nature of melanin-rich skin, which increases the risk of blocked pores and breakouts.
One of the shocking revelations was that the skincare industry historically favoured the 30% with lighter skin tones. Myths like "melanin-rich skin is more resilient" or "it doesn't need as much protection" have led to skin damage and the loss of our radiant glow. Harmful beauty standards promoting skin whitening have also played a role, endangering not just our skin but our well-being.
But here's the kicker: I'm not alone in this frustration. In a 2021 survey by Lycored, a staggering 79% of people with deeper tones found it challenging to find the right products, while 64% felt the industry wasn't doing enough to meet their needs. It's clear that change is happening, but there's still a substantial gap to be filled.
Enter Azadi, which means 'freedom.' It's not just a skincare range; it's a revolution designed to liberate your natural melanin glow. Azadi is a range that treats melanin-rich skin as a forethought, not an afterthought, and it's open, inclusive, and suitable for all melanin skin tones. After all, when you pay attention and are kind to melanin, you're looking out for everyone, because we all have it!
We focus on the holy skincare trinity: strengthening, brightening, and hydrating. We've carefully selected 99% natural origin, multipurpose ingredients, expertly formulated to be kind, gentle, safe yet effective for melanin-rich skin. To top it all off, our products come packaged in UV-protective miron glass, ensuring their integrity and delivering a quality product in every sense.
But Azadi isn't just about skincare; it's a movement. Our purpose is also to educate on how to care for our melanin-rich skin and address the current inequities in the beauty industry through better representation and attention to the needs of the vast market segment that has been overlooked for far too long.
The result? Skin freedom for ALL melanin skin to glow, especially the 70% that have been yearning for a solution. Azadi is not just a skincare brand; it's a kindness revolution. Join us, and let's set your skin free to glow like never before.
