Ganiyat Salami, founder of Èyí Dára Naturals, is proof that clean beauty can be both sacred and revolutionary. Her indie brand isn’t just creating products—it’s telling stories, reclaiming rituals, and shifting standards with every bar, bottle, and intentional choice. At the heart of it all is her hero product, a 99% natural Moisturizing Shampoo Bar, beloved for its simplicity, effectiveness, and soul. But it’s Ganiyat’s story—and the spirit behind her science—that makes Èyí Dára feel more like a movement than a brand.
Ganiyat covers her hair for religious reasons, yet she’s fiercely dedicated to helping other women nourish and celebrate theirs. That contrast alone opens up timely conversations about purpose, visibility, and what it means to truly center culture in beauty—especially in a climate where DEI has become more of a trend than a truth. Èyí Dára stands firmly in its truth. With roots grounded in Yoruba tradition and formulations guided by science, this Nigerian-American founder is doing more than creating clean haircare—she’s creating space.
“My personal journey is deeply rooted in faith, Yoruba heritage, and purposeful living,” Ganiyat shares. “I grew up watching my elders treat skincare as wellness, but hair wasn’t always seen with that same reverence. Covering my hair taught me to appreciate it without the weight of aesthetics or approval. That quiet reverence shaped how I approach every product—I formulate from a place of care, not performance.”
Her faith-led decision to cover her hair didn’t distance her from beauty—it deepened her connection to it. Through Èyí Dára (which means “this is good” in Yoruba), Ganiyat blends ancestral wisdom with advanced formulation, using at least 99% naturally-derived ingredients to create products that feel indulgent, yet grounded.
That authenticity is what sets her apart in an industry obsessed with visibility at any cost.
Even as Èyí Dára expands on high-demand platforms like Amazon, Ganiyat refuses to rush the process. “Slow growth is intentional growth,” she says. “Every formula, every launch, is crafted with the same care I’d give to something sacred. That means turning down shortcuts, even when the pressure to scale fast is intense.” Her north star? Creating a brand that feels like a breath of fresh air—luxurious, nurturing, and uncompromising.
In a post-DEI world, where some brands are dialing down their cultural commitments, Èyí Dára is doubling down. Its story was never performative—it was personal.
“Culture and inclusion are the very fabric of who we are,” Ganiyat explains. “From day one, I wanted Black women to feel seen, not just marketed to.”
That authenticity echoes in her podcast, Unraveling the Knots, where she dives deep into the nuances of natural hair and Black womanhood—unfiltered, unedited, and unapologetically ours.
The brand’s standout product, the Moisturizing Shampoo Bar, was born from both frustration and inspiration. After struggling to create a liquid shampoo that delivered on softness and sustainability, Ganiyat leaned into her roots—literally and figuratively.
Memories of her childhood in Nigeria and the traditional African black soap her family used sparked a new path. The result? A solid, plant-based cleanser enriched with cocoa butter and rosemary, free of sulfates and full of intention.
“I wanted it to feel like self-care, not just another step in a routine,” she says. “Something that honors our roots while respecting the earth.”
Sustainability isn’t a buzzword at Èyí Dára—it’s a form of reverence. Every ingredient, every package, every formula is filtered through a simple question: Is this aligned with our values of natural, luxurious, and mindful? If it doesn’t pass that test, it doesn’t make the cut.
To fellow indie founders feeling the pressure to compromise, Ganiyat offers clarity: “Don’t lose your ‘why’ trying to keep up with the ‘what now.’ Purpose is queen. When you create from authenticity, people don’t just buy your products—they believe in your story.”
Her advice is rooted in wisdom, not just business strategy. “There’s a Yoruba proverb I love: Orúkọ rere sàn ju wúrà àti fàdákà lọ—a good name is better than gold and silver. In beauty, your name—your brand’s integrity—is your currency.”
Èyí Dára isn’t just redefining clean beauty. It’s redefining what it means to lead with purpose in an industry that often forgets the soul behind the science. With each intentional move, Ganiyat Salami reminds us that success doesn’t have to shout—it can whisper in roots, rituals, and results. In a space where speed sells and trends fade, she’s building something that will last. Because when your foundation is sacred, every formula becomes a legacy.
Explore more at eyidara.com and follow the journey on Instagram @eyidara.
Images Courtesy of Èyí Dára.
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