Today we’d like to introduce you to Asiyah Lites- Rasheed.
Hi Asiyah, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Òrí is the Yoruba word for shea butter, a cream extracted from the seed of shea trees. Our journey at Your Òrí began with a mother’s unwavering commitment to support her child. When my son struggled with eczema, I couldn’t find a solution gentle enough for his delicate skin. Together with my great aunt Rachel we turned to nature, crafting our first batch of whipped shea butter. Made with love and care, the recipe brought my son incredible relief. What started as a personal remedy grew into a passion for creating skincare that’s pure, nurturing, and effective.
Your Òrí is a clean beauty brand with a vision to create skincare that not only nourishes your body naturally but also creates radiant skin. All of our skincare essentials are crafted with care, using only high-quality and ethically sourced ingredients that are gentle on your skin and kind to the planet.
From our rich body butters and botanical face oils to our soothing soaps and nourishing beard care essentials, each product is made using non-toxic cosmetic formulations to help you glow naturally and unapologetically.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a completely smooth road, and I think that’s true for most entrepreneurs. One of the biggest struggles early on was building awareness and trust as a new, small, Black woman–owned business in the skincare industry. I had to work hard to educate people on why natural, ethical ingredients matter and how our products are different from what’s already on the shelves.
Another challenge was scaling with limited resources. From sourcing fair-trade ingredients to managing production while still handling marketing and customer service myself, I had to learn to juggle a lot of roles. There were moments when it felt overwhelming, but those challenges pushed me to be more resourceful, strategic, and committed to my mission.
Looking back, I wouldn’t trade the struggles because they taught me resilience and gave my business a strong foundation. Each challenge has shaped the way I lead today, and it’s also made every win that much more meaningful.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
My company, Your Òrí, is a natural body care brand that creates skincare products made with clean, ethical, and fair-trade ingredients. We specialize in handcrafted products that nurture the skin while honoring traditional practices and cultural roots. What sets us apart is our deep commitment to transparency and integrity from the way we source ingredients to how we connect with our community.
We’re known for products that don’t just sit on the surface, but truly nourish and protect the skin. Beyond skincare, our brand represents empowerment: supporting small farmers, uplifting women and families, and reminding people to embrace the beauty of their natural selves.
Brand-wise, I’m most proud that we’re a Black woman–owned business breaking barriers in the skincare industry. Every product is made with intention, carrying a story of resilience, culture, and care. What I’d love readers to know is that Your Òrí is more than skincare, it’s wellness, heritage, and community in every jar and bottle.
Is there anything else you’d like to share with our readers?
Yes, I’d love for readers to know that when you support Your Òrí, you’re not just buying skincare, you’re joining a movement. Every purchase helps us continue to create clean, ethical products while also supporting small farmers and giving back to our community.
I also want people to feel empowered to embrace natural beauty and wellness in their everyday lives. Our brand is rooted in care, culture, and authenticity, and we hope that comes through in every product we make. Thank you for allowing me to share my story. I’m excited for more people to experience the difference that intentional, natural skincare can make.
Contact Info:
- Website: https://www.yourori.ai
- Instagram: https://www.instagram.com/shopyourori/
- Facebook: https://www.facebook.com/profile.php?id=100076385482761
- Other: https://www.tiktok.com/@shopyourori
