FOUNDER

Hi, I am Efiya Asabi, the founder of IYOBA.

I grew up in the San Francisco Bay Area as the eldest of two children. My grandmother has been my greatest source of inspiration. Some of my earliest memories are of my grandmother tending to her garden and chickens and working around her yard. I loved spending time with her because she was so kind and loving, and I was fascinated by her ability to create things with her hands. I guess you can say IYOBA is in my DNA.

When I'm not concocting new formulas for our next bestseller, I am working with clients in my Transformational Health Coaching practice. I also enjoy spending time with my family, studying herbalism, hiking, yoga, travel, and good ol' wholesome fun.

Our Mission

We are an Oakland-based beauty company that handcrafts organic products for the natural care of hair, body, and home.


Our Philosophy

We are an environmentally conscious brand and we are working towards zero waste. Our promise is to deliver products that make people feel good inside and out, by implementing recycling, green practices, and conscious minimalism. We create product that doesn’t harm animals, people, and environment because we believe in the harmony between nature and living beings.


Our Process

We study plant properties and environmental changes to engineer the most effective product combinations. We carefully select and source the best quality ingredients. We collaborate with industry experts to guarantee the best practices and continued innovation. We test ingredients and create products that are vegan and free from parabens, sulfates, synthetic fragrance, and other harmful chemicals. We deliver our offerings in packaging that is made of recycled and/or recyclable materials. We engage our customers in the process by rewarding green practices with free product.