64%
Of people with melanin-rich skin do not believe the skincare industry does enough to meet the needs of people of all skin tones.*
79%
of people with deeper tones said they found it harder to find the right products.*
*Source: 2021 Lycored Survey
OUR STORY
“My thunderbolt moment came after years of just tackling ‘symptoms’. When I finally discovered the root causes of my deeper tone issues, I learned how to show the kindness and care my melanin rich skin needed to glow, both inside and out.”
Ayyab, Founder of Azadi
Ayyab realised people with melanin rich skin urgently need information – and products designed to liberate their radiance. She was inspired to help others discover skin empowerment and find their own healthy glow. This is her Azadi story.
Ayyab worked with a natural skincare formulator to create science-backed solutions for melanin rich skin, breaking the cycle of inflammation, hyperpigmentation and dehydration.
Azadi (Persian for freedom) was born – everyday skincare designed to boost the natural radiance of melanin-rich skin, through effective formulations which are also kind and safe for the highly reactive melanin in our skin. The Azadi story is a solution focused on freedom to achieve long term sustainable outcomes, over temporary ‘wow’ factor results.
The name Azadi represents liberation from one-dimensional standards of beauty and one-size-fits-all skincare.
We believe in breaking free, to embrace the diverse needs of individuals with all shades of melanin – and celebrate their unique radiance.
Our MISSION to FREE your LUMINOSITY
INCLUSIVE skincare for ALL shades
We celebrate the beauty of and show kindness to, every shade of melanin.
We challenge societal hierarchies that have placed lighter skin on a pedestal while marginalizing people with darker skin.
Our mission is to provide inclusive skincare solutions that address the unique needs of melanin rich tones, whilst being suitable to all – after all we all possess melanin and all variations deserve to be cared for!
CELEBRATING the BEAUTY of INDIVIDUALITYand the POWER of UNITY
The Azadi story is one of celebrating our shared humanity, with its natural diversity of skin tones, as well as individual variations of personality, talents and tastes.
We aim to empower people with melanin-rich skin to free, cherish and protect their natural radiance. We also hope to contribute to a more compassionate and equitable society, one that appreciates the richness of human diversity and takes a stand for ALL Melanin-Kind.
JOIN US
Together we can redefine the beauty narrative and celebrate inclusive skincare for all shades of melanin.
