In Beauty Roots, Bustle chats with diverse creators in the beauty industry about how their heritage has influenced their businesses and routines. Here, LIHA Beauty founder Liha Okunniwa shares how the beauty and wellness rituals of her Nigerian and English parents shaped everything from the brand’s formulas to its minimalist packaging.
Liha Okunniwa takes moisturising very seriously. “The thought of not [doing it] every day is triggering,” she laughs, explaining that her affiliation for this particular self-care ritual is what led to the creation of LIHA.
Sweet Orange Shea OilA luxe natural skincare and wellness range, LIHA was founded in 2017 by Okunniwa and her friend Abi Oyepitan. The pair met in university, where textured hair and Yoruba beauty staples weren’t exactly common on campus. “In the late ’90s it was so rare to come across another Black girl with natural hair, so we automatically became friends,” explains Okunniwa.
According to the website, LIHA combines its founders’ African roots with their quintessentially British attitude (more on that later). And it all started with one ingredient: shea butter. “Growing up with a Nigerian father meant there was always slabs of nourishing shea butter at my Gloucestershire home,” Okunniwa explains, “but during my student days, it was difficult to source the really good stuff.”
