How two friends from Howard University are rewriting the rules of skincare with their brand, Añuli.

Picture this: It's 2019, and two friends are sitting across from each other at dinner, talking about their business. Their friend finally interrupts them. "Why don't you do it together?"

"We were both like, 'Girl, what are you doing with your skin?'” Kelechi recalls. "We'd text each other pictures of our faces, swap products, argue about ingredients. Our friendship was basically built on skincare."

Fast forward to today, and that dinner conversation has blossomed into Añuli Skincare—a brand that's part of something much bigger brewing in the beauty world. It's called A-Beauty, and it's quietly reshaping how we think about skincare, one ritual at a time.

The Movement That's Been Right Under Our Noses

For the longest time, we've been obsessed with K-Beauty. Korean skincare dominated our vanities, our routines, our Instagram feeds. And rightfully so—the innovation, the ritual, the results spoke for themselves. But while we were busy perfecting our 10-step routines with snail mucin and fermented rice water, something incredible was happening on the African continent.

People hear 'African beauty' and they immediately think shea butter. “Luxury doesn’t always have to look one way,” Kelechi exclaims. “There is a whole world out there especially on the African continent that we have not seen in mainstream products and works probably even better than some of the trendy ingredients. We should tap into ingredients from the continent of Africa.”

Some of the world's most biodiverse ecosystems are found in Africa, with plants and ingredients that have been used for healing and beauty for generations. Think marula oil from South Africa, baobab from the savanna, black soap from West Africa. These aren't just "exotic" ingredients—they're powerhouses that have been scientifically proven to work. “Rishea and I want to be the owners of the joyful exploration of all of the different possible ingredients we can use in our products,” explains Kelechi.

“Being a Nigerian-American gives you a different experience of what it means to grow up with a global understanding of what being Black means. Borrowing all of those experiences is something that I wanted to infuse in our brand.”

"A-Beauty isn't new," Kelechi adds. "It's ancient wisdom meeting modern science. And it's about time the world paid attention."

The Science of Joy

As they started to develop their initial product, Rishea and Kelechi were very intentional about crafting something that was powerful and essential for the skin.

“Our first product took seven iterations and three chemists before we really found what we have today and we found a chemist who fell in love with and understood the vision in what we were trying to create," Rishea says, holding up fingers. "Three different chemists. We were relentless because we knew exactly what we wanted to create."

They wanted a product that would make people feel good. Not just look good—feel good. In their bodies, in their skin, in their daily ritual.

"We always tell our community to take three deep breaths when they apply it," Rishea explains. "It's not just about the ingredients hitting your skin. It's about that moment of presence, of mindfulness. It's a joy ritual."

The serum itself is gorgeous—lightweight, with a natural fragrance that comes from the ingredients themselves, not artificial perfumes. You can use it three ways: as a primer under makeup, mixed with foundation for a dewy glow, or as a straight-up serum for daily hydration. Add a few extra drops, and it's perfect for gua sha massage.

"We wanted to design products that support your life, not complicate it," Rishea says. "You shouldn't need a PhD to take care of your skin."

“It should feel like you are investing in your future self. Our product does give immediate results, but it is also a very future-forward product. The things you do today are investing into your future. It’s the same as eating well or working out.”

Generational Wisdom

When I ask about the beauty traditions passed down through their families, both women light up. This is clearly sacred territory."My mom always said, 'Take your time,'" Kelechi shares,. "When you're caring for yourself, don't rush. That's sacred time. That's your time."

Rishea nods. "My mother was all less is more. I wasn't allowed to wear makeup to prom.”. "She really instilled this idea of your natural beauty.. That you're enough. And that's something I carry with me often. Showing up as my natural self.”

This isn't just marketing speak. When you use Añuli products, you can feel the intention behind them. There's a gentleness, a respect for your skin that comes from understanding that skincare isn't just about fixing problems but it's about honoring yourself and finding luxury in the simple moments.

The Uphill Battle

But let's be real for a minute. Starting a beauty brand as Black women isn't exactly easy. Despite the fact that Black consumers drive billions in beauty spending, Black-owned brands receive less than 1% of venture capital funding in the beauty industry.

"The biggest hurdle? Capital," Rishea says bluntly. "We have the vision. We have the product. We have the community. But we need the resources to scale."

Kelechi adds, "I would also say support. Black women can achieve so much when we put ourselves together. I see so many Black-owned businesses close, and then the community is so sad. But, where was that support when they were open?"

She pauses, choosing her words carefully. "Support doesn't always look like spending money. Coming together. Championing a brand through your own brand. Share an opportunity.”

The Future Is Now

"We're working on our second product," Rishea reveals. "A dual-purpose cleanser and mask. We're in early testing phases, but we're so excited." We are hoping to have it out in 2026. Kelechi and i are going the through the final stages of what we want it to look like.”

"Everything we create will be intentional, multi-functional, and rooted in clean science," Kelechi adds. "We're building a skincare ecosystem, but more importantly, we're building a movement."

And that movement? It's bigger than Añuli. It's about shifting the conversation around African beauty from exotic novelty to essential luxury. It's about recognizing that the future of skincare isn't just clean or sustainable—it's joyful. It's cultural. It's for everyone, not just melanated skin tones.

A-Beauty isn't just a trend, It's a return to the roots. To wisdom. To joy." The beauty industry has always been about transformation. But with A-Beauty, with brands like Añuli, it’s not just transforming our skin, it's about transforming our understanding of what luxury can be. What a ritual can be. What joy can be.

And honestly? It's about time.

Follow Añuli Skincare on Instagram @anuliskincare and explore the ritual at anuliskincare.com. By Palais readers can receive 15% off their purchase by using the promo code BYPALAIS.

A-Beauty: The Skincare Trend Everyone's About to Discover