Alaffia

Fair trade is beautiful

When I joined Alaffia as its interim Communications Director, this vibrant skincare, body care, and hair care brand—with roots in Togo, Africa—was small but rapidly growing. My remit was simple. Take the brand to the next level. Through a packaging rebrand and the development of a robust retailer training program—that unlocked the rich stories of the brand, its products, and its people—we grew cross-category sales in key accounts by 100% .