Celebrate Your Melanin. Embrace your radiance.

Vision:

To be the beacon of beauty and wellness for people of color, offering a skincare line that celebrates diversity and addresses the unique skincare needs of melanin-rich skin. Hygiela aims to set a new standard for inclusivity and efficacy in the beauty industry.

Mission:

Hygiela is dedicated to creating a world where skincare transcends color boundaries, offering solutions that are meticulously formulated for the richness and diversity of melanin-rich skin. Our mission is to empower individuals of color with superior skincare products that enhance their natural beauty, promote skin health, and provide the confidence that comes from radiant, well-cared-for skin.

Inclusivity & Representation:

We prioritize inclusivity and representation in every aspect of our brand, from product development to marketing. Our products are designed with a deep understanding of the diverse needs of people of color, ensuring that everyone can find solutions tailored to their skin.

Cultural Integrity & Respect:

Hygiela celebrates the beauty of diversity and is committed to respecting cultural identities. We draw inspiration from traditional beauty wisdom across cultures, integrating these insights into our innovative skincare solutions.

Tailored Efficacy:

Understanding the specific challenges faced by people of color, such as hyperpigmentation, uneven skin tone, and the need for enhanced sun protection, our products are formulated to address these concerns effectively, ensuring visible results and improved skin health.

Empowerment through Education:

We are committed to educating our community about the importance of skincare tailored to their needs, promoting healthy skin habits, and debunking myths related to skincare for people of color. Hygiela strives to be a source of knowledge and empowerment.

Sustainability & Ethical Practices:

Hygiela is dedicated to ethical sourcing, sustainability, and minimizing our environmental impact. We ensure that our ingredients are ethically sourced, emphasizing partnerships with suppliers who share our commitment to fairness, sustainability, and the empowerment of communities of color.

Luxury & Experience:

We redefine luxury in skincare, offering products that provide an indulgent experience while being highly effective for melanin-rich skin. Hygiela is where luxury meets efficacy, delivering a sensory and transformative skincare journey tailored to the needs of people of color.

Brand Message:

Hygiela is more than a brand; it's a movement towards embracing and celebrating the diverse beauty of people of color. Our products are a testament to our commitment to inclusivity, efficacy, and luxury, ensuring that every individual feels seen, valued, and cared for.

Target Customer:

The products are for all-comers, but primarily focused on women and female identifying individuals. The Ideal female-identifying persona earns +$100k, go to Sweat & Tonic / Equinox Gym, Drink Starbucks, Wears Lululemon and cares about their holistic wellness (mental, spiritual, physical).