64%
Of people with melanin-rich skin do not believe the skincare industry does enough to meet the needs of people of all skin tones.*
79%
of people with deeper tones said they found it harder to find the right products.*
*Source: 2021 Lycored Survey
OUR STORY
“My thunderbolt moment came after years of just tackling ‘symptoms’. When I finally discovered the root causes of my deeper tone issues, I learned how to show the kindness and care my melanin-rich skin needed to glow - both inside and out.
But in doing so, I also uncovered how often sensitive, reactive skin is misunderstood, neglected, or overtreated - no matter the tone.”
Ayyab, Founder of Azadi
Ayyab realised that people with melanin-rich skin urgently need education, insight, and products designed with intention - but she also recognised a wider pattern: reactive, barrier-damaged skin in all tones was being misdiagnosed, mis-sold to, or simply ignored.
This realisation sparked the mission behind Azadi: to create skincare that empowers. Skincare that understands your skin before it treats it. Skincare that brings relief, not reactions - and helps everyone rediscover their natural glow.
This is her Azadi story.
Ayyab worked with a natural skincare formulator to create science-backed solutions that would finally support the unique needs of melanin-rich and reactive skin - breaking the cycle of inflammation, hyperpigmentation, and dehydration.
Azadi (Persian for freedom) was born: a skincare brand rooted in barrier-first, gentle strength - designed to restore radiance in skin that’s often misunderstood, overlooked, or overtreated.
More than a brand, Azadi is a movement. A solution focused on long-term healing over short-lived “wow” moments. Our mission is to offer calm, intelligent skincare that liberates every skin type to glow, safely and sustainably.
The name Azadi means freedom - and for us, it represents liberation from one-dimensional beauty standards and one-size-fits-all skincare.
We believe in breaking cycles and embracing the full spectrum of real skin needs - across every tone, texture, and type. Azadi celebrates individuality, honours complexity, and empowers you to glow on your own terms.
Our MISSION to FREE your LUMINOSITY
INCLUSIVE skincare for ALL shades
We celebrate the beauty of and show kindness to, every shade of melanin.
We challenge societal hierarchies that have placed lighter skin on a pedestal while marginalizing people with darker skin.
Our mission is to provide inclusive skincare solutions that address the unique needs of melanin rich tones, whilst being suitable to all – after all we all possess melanin and all variations deserve to be cared for!
CELEBRATING the BEAUTY of INDIVIDUALITYand the POWER of UNITY
The Azadi story is one of celebrating our shared humanity, with its natural diversity of skin tones, as well as individual variations of personality, talents and tastes.
We aim to empower people with melanin-rich skin to free, cherish and protect their natural radiance. We also hope to contribute to a more compassionate and equitable society, one that appreciates the richness of human diversity and takes a stand for ALL Melanin-Kind.
JOIN US
Together we can redefine the beauty narrative and celebrate inclusive skincare for all shades of melanin.
