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What is A-Beauty?
A-Beauty, short for African Beauty, is opulent, decadent, and nourishes the skin and body with clean, natural, high-performing ingredients from the bountiful biodiversity of Africa, bringing to light the dynamic beauty perspective of the continent and the African diaspora. A core theme to A-Beauty is minimalism, encouraging moving away from multistep regimens and promoting natural ingredients-focused, highly efficacious, multitasking products.
One of the most recognized and used ingredients in A-Beauty is shea butter. It can only be sourced in its entirety within the African continent. Growing up, shea butter was a household staple that our cofounder Kelechi's parents would get directly from Nigeria and use on her skin to hydrate, heal, condition, and nourish. It truly is a powerhouse ingredient on its own and when blended with other plants and botanicals.
However, at Añuli we really wanted to challenge ourselves to explore the full potential of Africa’s natural resources when creating Añuli’s product offerings. Africa is extraordinarily biodiverse. According to a 2016 UNEP review, Africa’s living organisms comprise around a quarter of global biodiversity, with an estimated 50,000-73,000 plants. This was incredibly exciting to us! We sought to study how we can marry our clinical background with the underrepresented efficacious ingredients Africa has to offer. What we arrived at is skincare rooted in science, joy, and the power of African botanicals. We seek to be a beacon of inclusive luxury, highlighting A-Beauty in the skincare space, and stand behind that with everything we say and do.