Aduna is an Africa-inspired health and beauty brand. It is also a social business, who purpose is to create demand for under-utilised natural products from small-scale producers in Africa - starting with the extraordinary superfruit 'baobab'.
Our mission is to breathe the vibrancy of Africa into the daily lives of people around the world, while creating a virtuous circle which feeds positive impacts back to the source.
Aduna means ‘life’ or ‘world’ in Wolof, the local language of Senegal and The Gambia. Our logo is borrowed from a Ghanaian Adinkra symbol called 'Owia Kokroko', which stands for vitality, renewal, and the power of the sun.
Why are we exciting?
Since launching in November 2012, Aduna’s baobab range has become established within London’s leading health food retail chains and listed as “must have” in the beauty hall at Liberty. The products have also developed a cult following among health and beauty writers and major celebrities including Livia Firth, Vivienne Westwood and the supermodel Lily Cole. Aduna is now in high-growth mode and is scaling up our operation, both domestically and internationally, including the launch of five new products and expansion into ten overseas markets. It's an amazingly exciting time to become part of The Aduna Feel Good Tribe :-)