We hear the words “Fair Trade” a lot, but what do they really mean? How do fair trade products actually impact the lives of the people producing them? Does fair trade economically and socially empower communities, or is it all just fluff and marketing talk?
Enter: The Alaffia Journey.
In perhaps the most transparent move ever made by a personal care company, Alaffia tapped YouTubers and blogging heavyweights Shameless Maya, Jouelzy, Hey Fran Hey, and GangStarr Girl to embark on the Alaffia Journey in November, 2015 – a voyage to Togo, to learn the true meaning behind fair trade, and how Alaffia is impacting lives in West Africa.
Through the camera lenses of these four ladies, we learn that every product from Alaffia has a story and a purpose beyond its shelf life. Our favorite soaps, lotions, and hair products from Alaffia make it possible for women and children to achieve economic empowerment, access to healthcare, education, and safe transportation.
Alaffia is out here changing lives, y’all.
Along the ten-day Alaffia Journey, Maya, Jouelzy, Fran, and Starr traveled from Ghana to Togo, documenting and participating in the manufacturing of shea butter, coconut oil, black soap at the Alaffia fair trade all staples for Alaffia’s fair trade personal care products. In this cultural and educational exchange, the ladies got all the tea on Alaffia’s unique recipes for personal care products, the Queen Alaffia handmade accessory line (serving Togolese realness), and Alaffia’s revolutionary mission to fight poverty in West Africa through empowerment projects.
Through this journey Alaffia is showing they are more than just a beauty brand, Alaffia is a movement. Alaffia is here to disrupt the way that traditional beauty brands do business, and we are here for all of it. 4c Hair Chick is proud to partner with Alaffia and share the stories of these four women, and their life-changing experiences along the Alaffia Journey.
Come back to 4cHair Chick for updates on the entire series from each of these dynamic women!