Ayoosh, a new purpose-driven beauty and lifestyle brand founded by entrepreneur Aisha Joosub, officially launched on Saturday, 31 January at an intimate event in Johannesburg, marking the beginning of a brand built on clarity, inclusivity, and meaningful impact.
The launch introduced guests to Ayoosh’s carefully curated sunscreen offering, alongside the brand’s deeper philosophy: to create products that help people look good, feel good, and do good, all at the same time.
Founded by Aisha Joosub, the brand is deeply personal in origin. Born and raised in South Africa and now based between South Africa and Dubai, Joosub’s journey of rebuilding, resilience, and self-belief sits at the heart of Ayoosh.
“Ayoosh was born from 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. That feeling never left me, and it became the foundation for everything Ayoosh stands for.”
At a time when the beauty industry feels increasingly complex and overwhelming, Ayoosh was created to simplify. The Ayoosh range follows a clear, easy-to-understand approach, removing confusion and focusing on long-term skin health rather than quick fixes.
While inspired by Korean skincare innovation and manufactured in Korea, Ayoosh’s formulations are intentionally designed for global skin, including African and Middle Eastern skin tones, addressing real concerns such as pigmentation, melasma, sensitivity, and uneven tone. Inclusivity is built into the formulation process, not added as an afterthought.
More than a brand, Ayoosh exists to create impact. Giving back is built directly into its business model through the Ayoosh Foundation, which supports feeding programmes, school shoe initiatives, and ongoing community support efforts.
The foundation’s long-term vision focuses on empowerment over handouts, offering tools, guidance, and sustained support that help individuals build independence and confidence over time.
“I believe in giving the fishing rod, not the fish,” explains Joosub. “Ayoosh is about walking alongside people, not saving them. Growth should be shared, and impact should be lasting.”
The Johannesburg launch brought together media, creatives, and members of the Ayoosh community to experience the brand’s ethos firsthand, an intentional, elevated introduction that reflected the values behind the products.
Ayoosh enters the market as a reminder that beauty and fashion do not exist in isolation. How we look, how we feel, and how we live are deeply connected, and when aligned, confidence becomes natural.
“Ayoosh means ‘alive’,’” Joosub adds. “This brand exists to remind people that the power they’re looking for has always been within them.”
Following its Johannesburg launch, Ayoosh is now officially available to the public.
Customers can shop the full Ayoosh skincare collection online at www.ayooshonline.com.
Each purchase directly contributes to the work of the Ayoosh Foundation, supporting initiatives focused on empowerment, dignity, and long-term impact.
Ayoosh invites customers to become part of its growing community, where every purchase is intentional, every product has purpose, and beauty is experienced as confidence, clarity, and care.