Ayoosh officially enters the luxury beauty landscape with the launch of its purpose-driven sunscreen collection, featuring a considered range based on clarity, inclusivity and meaningful impact. Founded by entrepreneur Aisha Joosub, the brand presents not just a product, but a philosophy that positions modern luxury at the intersection of simplicity, confidence and conscious consumption.

The debut collection focuses on a carefully curated sunscreen offering, designed to support long-term skin health while embodying the brand's commitment to purposeful beauty. Positioned as an essential rather than an accessory, the range reflects a refined approach to skincare that values ​​effectiveness without excess.

A personal vision come true

Founded by Aisha Joosub, Ayoosh has a deeply personal origin. Born and raised in South Africa and now based between South Africa and Dubai, Joosub's journey of resilience and self-belief informs every element of the brand.

“Ayoosh was born in a very real place in my life,” says Joosub. “Before there was a brand, there was a season of rebuilding from nothing. I remember wishing someone could see my need without me having to explain it to them. That feeling never left me and became the foundation of everything Ayoosh stands for.”

Their experience shaped a brand that seeks to anticipate rather than overwhelm, support rather than complicate. In an industry full of elaborate routines and fleeting trends, Ayoosh brings back the essentials, starting with sun protection as the foundation of any effective skincare ritual.

Smart formulation for global skin

While inspired by Korean skincare innovation and manufactured in Korea, Ayoosh formulas are deliberately developed for skin around the world, including African and Middle Eastern skin tones. The sunscreen range addresses concerns such as pigmentation, melasma, sensitivity and uneven tone, ensuring inclusion is integrated within the scientific process rather than being an afterthought.

The brand's simplified approach eliminates unnecessary complexities. Each formulation is designed to integrate seamlessly into daily life, supporting skin's resilience over time. In this sense, Ayoosh positions sunscreen not as an occasional accessory, but as an essential luxury.

By focusing on clarity and effectiveness, the collection speaks to a discerning consumer who values ​​both performance and purpose. The result is a product that protects, refines and enhances without compromising comfort or confidence.

Beauty with lasting impact

Beyond the formulation, Ayoosh is distinguished by a business model structured around donations. The Ayoosh Foundation forms an integral part of the brand identity and supports feeding programs, school footwear initiatives and sustained community development efforts.

The foundation's long-term vision prioritizes empowerment over short-term relief, offering tools and guidance that enable independence and growth.

“I believe in giving the fishing rod, not the fish,” explains Joosub. “Ayoosh is about walking alongside people, not saving them. Growth must be shared and impact must be lasting.”

Every purchase contributes directly to these initiatives, ensuring that luxury is aligned with responsibility. In doing so, Ayoosh reframes beauty as an act of collective elevation rather than individual indulgence.

An elevated introduction to the market

The official launch brought together media, creatives and members of the Ayoosh community for an intimate presentation that reflected the brand's refined aesthetic and intentional spirit. The occasion marked not only the introduction of a sunscreen collection, but also the arrival of a lifestyle brand that seeks to harmonize how we look, feel and live.

Ayoosh enters the market at a time when consumers are increasingly attracted to authenticity and substance. By combining Korean-led innovation, globally conscious formulation and structured philanthropic commitment, the brand establishes itself as contemporary and thoughtful.

“Ayoosh means 'alive',” adds Joosub. “This brand exists to remind people that the power they seek has always been within them.”

A defining moment in the beauty of modern luxury

Following its official debut, the sunscreen collection is now available on the brand's official website.

With its introduction, the brand welcomes customers to a community defined by trust, clarity and care. Each formulation reflects the belief that beauty, when simplified and aligned with purpose, becomes a powerful expression of self-confidence.

For discerning readers, this launch represents more than just a new skincare launch. It signals the rise of a modern luxury home based on intention, where sun protection becomes a statement of self-respect and every purchase carries the promise of lasting impact.