Alyaka Ethos

Civic Beauty

We believe in transparency and brands that do play a more decisive role in society. We want to offer our customers products that are trustworthy, inclusive and clean.

Mood beauty

Modern life is fast-paced and relentlessly busy and we believe that beauty is one of a new (or old) ways to promote mindfulness and happiness in order to combat day-to-day stress. We want to introduce new products which are mood-focused or even aligned with natural human cycles and chronobiology to help consumers attain inner balance and wellbeing.

Intuitive beauty

We think that beauty shouldn’t be complex. Beauty should be more instinctive, more streamlined and focused on practicality and seamless to simplify our busy, active lifestyles.