Our Story

Adaya was born from my frustration with the beauty shopping experience. I wanted a place where people like me could confidently shop, receive trusted advice, and discover products that genuinely work—without the endless search, trial and error, and wasted money.

  • Black consumers are 3x more likely to be dissatisfied than non-Black consumers with their options for hair care, skincare, and makeup.

  • Only 13% of beauty consultants provide knowledgeable product recommendations for Black consumers.

  • In-store, less than 7% of brands available to purchase cater to black consumers' beauty needs.

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Our Mission

Our mission is to create a retail destination where People of Color are the standard—not the exception—when it comes to product selection, efficacy testing, and resources that enable them to find products that solve their beauty needs.

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