Developed by Yaw Okyere in response to his wife’s feeling of insecurity over her hyperpigmentation, Ava Estell, is an all-natural line of cosmetic products specifically developed for both the black community and people of colour, by those with first hand experience in the cosmetics’ race gap.
With a disproportionate focus on white skincare in the UK and products for hyperpigmentation marketed to non-white consumers often containing harmful chemicals and bleaches, Ava Estell has been developed to provide results often unachievable elsewhere; committing to confidence in complexion the natural way.
Created in 2020 lockdown, Ava Estell is already gaining traction in the world of cosmetics, having sold over £1 million worth of products in the first seven months.
A year on they’ve passed £2 million sales thanks to its groundbreaking formulation and abundance of customer testimonials. With darker skin tones more affected by hyperpigmentation due to the presence of increased melanin in the skin, and with black people statistically more likely to have extreme versions of eczema, Ava Estell as a family run business, was able to understand, first hand, the lack of accessible products made for people of colour.
The product range also aids the management of dark spots, psoriasis, blemishes and more, expertly formulated with Cocoa and Shea butters direct from Ghana alongside an expertly selected mix of plant extracts.
Its all-natural approach to achieving confidence-boosting skin has seen success around the globe, with 46% of sales outside of the UK and return customers from USA, Canada and beyond. With creams, scrubs and elixirs for body, face and hair, the British based brand ensures all its products are developed with the community in mind, providing cosmetics for an audience that the big brand corporations continue to overlook.
Ava Estell Founder, Yaw Okyere said, “For me helping my wife was always the initial goal with Ava Estell and now to be here, one year on, helping so many other people and hearing the positive results is incredibly rewarding.
“Developing Ava Estell has taken me on an enlightening journey of the changes that need to be made in black skincare and the beauty industry as a whole and I’m so proud to play a part in closing the race gap that is so prevalent in the cosmetics world.
“We’re pleased to have introduced a great range of skincare products that work to relieve so many common frustrations for people,and using all natural ingredients, sourced from Ghana, Ava Estell is a product everyone can be proud of.”
All with a 100 day money back guarantee, Ava Estell products are available exclusively via the website from £19.99 and ship worldwide.