"Adaya was born from my frustration with the beauty shopping experience. I wanted a place where people who looked like me could confidently shop, receive trusted advice, and discover products that genuinely work—without the endless search, trial and error, and wasted money." - Chelsy
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.
ONLY 22% OF BLACK CONSUMERS CAN EASILY FIND BEAUTY PRODUCTS THAT MEET THEIR NEEDS AT THE RETAILERS THEY MOST COMMONLY SHOP.
BLACK CONSUMERS ARE 3X MORE LIKELY TO BE DISSATISFIED THAN NON-BLACK CONSUMERS WITH THEIR OPTIONS FOR HAIR CARE, SKINCARE, AND MAKEUP.
LESS THAN 15% OF BEAUTY CONSULTANTS MAKE KNOWLEDGEABLE PRODUCT RECOMMENDATIONS FOR BLACK CONSUMERS.