Value proposition

Your skin tone deserves to GLOW !
100% Science Based - 100% Clean - Up to 99% Natural

USTAWI a French holistic skincare brand that harnesses the power of natural ingredients skillfully combined with a rigorous scientific approach for optimal efficacy. Our brand pillars are:
All About Wellbeing : This concept is so close to our hearts that we named our brand USTAWI, which means “WELLBEING” in Swahili.
The Power of Science & Nature: WE make no compromise on efficacy by combining natural ingredients with a rigorous scientific approach.
Clean & Ecoconscious : OUR formulations are 100% CLEAN, Vegan and Cruelty free.

USTAWI was founded by Natacha Paugam. Born in Africa, Natacha who lives between France and the US, is a citizen of the world. Natacha is a proud black woman who believes in women supporting women. She believes in values such as Trust, Respect, Friendship, Support, Transmission and Positivity.

What about Melanin? USTAWI launched with a focused Melanin expert skincare line, that aims to protect and sublime every skin tone. We all have melanin, at different levels which makes each of us unique. We Melanin cells are very sensitive to chemicals, environment, and hormones. Skins with a higher concentration of melanin have a higher risk of experiencing hyperpigmentation, dryness, inflammation and scaring. To protect and sublime every Skin tone, USTAWI’s high-performing formulas are developed and tested on darker skin tones (phototypes 4 to 6) who tend to be more sensitive and prone to hyperpigmentation. This helps ensure that each formula offers the best results without compromising the wellbeing of every skin, including for the lightest skin tones (phototype 1 to 3) providing the optimal balance that each skin tone needs to thrive and glow.

Our International diverse team is spread across France, the US and Canada. We have first launched the Brand in Sept 2021 on our e-commerce platform following by Amazon US and we are today listed in Bergdorf, Nordstrorm, Thirteen lune and Ssense...and there is more to come!


cosmetics, skincare, and Melanin Skincare