Spell meets Ava Estell

Yaw Okyere explains what gives Ava Estell the edge over other natural skincare lines and tackling skin bleaching empathetically

Founded by chemical engineer Yaw Okyere who formulated the products to treat his wife’s hyperpigmentation, Ava Estell has become the groundbreaking beauty brand made to support the needs of melanin skin. In less than three years the efficacious scrubs and creams have become viral must-haves amassing sales over £10 million.

We pride ourselves on always being transparent and authentic in our approach. Social media has helped us push that forward. Being able to show the customer that our products deliver on results, helps to build trust and assures our community that this is a product made with them in mind. The focus is on sharing real unedited results so that it can serve as a 'showroom' for what our products are able to do. So far, it has been instrumental in our success.

Ava Estell is not just a natural skincare brand but more a science and research-backed brand. We have looked at the skincare concerns that predominantly black people face and developed products using ingredients that are science-backed but in its natural form. We wanted to create something that had 'melanin in mind' right from the outset (and not as an afterthought). We’ve utilised natural ingredients that our community know and trust. This way, we’re not just known as a natural skincare line, but as an expert brand that's efficient and produces products that actually work.

Natural oils are very important in skincare products because they are often packed with essential fatty acids, vitamins, and antioxidants that can nourish the skin, each with its unique composition and properties. They are gentle, compatible with the skin, and versatile for addressing specific concerns. Since we include essential oilS in our products, we ensure that what is used is proportionate to the carrier oils its being diluted in. Being a part of production from the beginning to the end ensures that everything is done the right way and with our consumer in mind.

Skin bleaching is not something we support. We understand some people resort to it because they may be frustrated with their skin concern or struggling in silence, and this is a 'quick fix' when in actual fact, it can have longterm effects. We do not want people to feel like they have to bleach their skin to feel confident. At Ava Estell, we want our products to help people feel confident in their natural skin tone and achieve a more even complexion naturally.