Rahua, a brand celebrated for its pure ingredients and unparalleled performance, owes its existence to an extraordinary series of events. At its core is a story that begins deep within the Amazon rainforest, a vast and biodiverse expanse that spans nine countries, including Brazil, Peru, and Ecuador.
The story of Rahua began when Fabian Lliguin, a renowned hairstylist and colourist in New York City, found himself in the heart of the Amazon as an environmentalist. His mission was to educate indigenous communities about their land rights and human rights. It was here that he encountered a remarkable sight: women with extraordinarily long, lustrous hair that flowed past their waists.
The secret of rahua oil
Intrigued by their beautiful hair, Fabian enquired about their secret. The women revealed that their secret was rahua oil – a natural oil they had relied on for centuries to nourish their hair and skin. As a gesture of goodwill, the women gifted Fabian a bottle of this precious oil, which he carefully transported back to his salon on Fifth Avenue in New York.
Fabian, curious yet sceptical, decided to experiment with the oil on a client with severely dry and damaged hair. The transformation was nothing short of miraculous. Within just ten minutes, the client’s hair was rejuvenated, turning from brittle and lifeless to healthy, shiny, and bouncy. Both Fabian and his client were astonished by the results, confirming that this age-old remedy had real, tangible benefits.
Preserving tradition with integrity
Understanding the significance of what he had discovered, Fabian knew that he had something truly special in his hands. However, he also recognised the importance of respecting the traditional methods used by the Quechua-Shuar tribe to produce rahua oil. This oil had been made in the same complex, ritualistic, and sustainable manner for generations, and Fabian was determined not to disrupt this sacred process.
In 2008, Fabian’s wife, Anna Ayers, joined him in this endeavour. With her background as a fashion designer and trend forecaster, Anna brought a new dimension to the project. Together, they combined their expertise to create a purposeful beauty experience for consumers around the world. The Rahua brand was born, drawing on the wisdom of the indigenous people to formulate a unique line of innovative, plant-based products designed to heal, nourish, beautify, and transform.
A commitment to sustainability
Today, Rahua is more than just a beauty brand; it is a symbol of sustainability and environmental stewardship. Over 500 families from the Quechua-Shuar, Achuar, and neighbouring tribes work with Fabian and Anna to cultivate the rainforest-grown ingredients used in Rahua’s hair care and body care collections. The brand’s commitment to preserving the centuries-old tradition of rahua oil making has become a way to protect not only the wisdom and culture of these communities but also the biodiverse lands, wildlife, and trees that are essential to our planet’s health.
As passionate environmentalists, Fabian and Anna are dedicated to creating luxurious beauty products with the cleanest ingredients. They continue to draw inspiration from plants and the generosity of nature in their quest to protect the environment.
Protecting the Amazon rainforest
Before launching Rahua, Fabian and Anna established a non-profit organisation called EcoAgents, driven by their shared passion for environmental preservation. The organisation aims to raise awareness about the Amazon rainforest, which spans countries like Brazil and Ecuador, and the critical importance of protecting it. The Amazon is often referred to as the “lungs of the Earth” because of its role in producing oxygen. It takes approximately 25 years for newly planted trees to generate a sufficient amount of oxygen, making the preservation of existing trees all the more crucial.
Through their environmental work, Rahua has forged strong relationships with the indigenous communities in the Amazon. The brand provides these communities with the legal tools and education they need to protect and preserve the trees they have inherited, ensuring the continued production of the oxygen we all rely on.
Rahua’s commitment to the environment goes beyond words. The brand’s preservation efforts, in collaboration with Amazonian indigenous natives, have resulted in the legal protection of approximately 150,000 acres of pristine, primary rainforest. These forests sequester an impressive five tonnes of CO2 per acre per year, amounting to a total of 750,000 tonnes of CO2 sequestered annually. This achievement has made Rahua a carbon-neutral company, and the brand continues to strive for even greater environmental impact.
Defending Galapagos endemic species: The pink flamingo project
Rahua’s dedication to environmental preservation extends beyond the Amazon. The brand has launched the Pink Flamingo Project, which focuses on protecting and preserving the coastal areas of the Galapagos Islands, specifically on Isabela and Santa Cruz Islands. Ten per cent of the proceeds from Rahua’s Enchanted Island Collection are allocated to this project, which involves cleaning coastlines and beaches of plastic waste and entrapment fibres. This work is vital for maintaining the habitats and nesting grounds of species such as flamingos, penguins, marine iguanas, and sea birds. By actively stopping environmental damage, Rahua is helping to ensure the survival of these vibrant and scientifically significant ecosystems.
Water conservation and sustainable packaging
Rahua’s commitment to sustainability is evident in every aspect of its operations. The brand’s non-toxic, clean formulae help prevent pollution of waterways, ensuring that its products are as gentle on the planet as they are effective for consumers. Moreover, Rahua’s packaging is designed with sustainability in mind. The packaging is recyclable, reusable, and, in many cases, refillable. The brand’s powerful, plant-derived, organic ingredients create high-performance beauty products, and its highly concentrated formulae allow for less consumption while delivering superior quality.
Rahua is more than just a beauty brand; it is a testament to the power of nature and the importance of preserving the wisdom and traditions of indigenous communities. From the heart of the Amazon rainforest to the bustling streets of New York, Rahua has journeyed far and wide, bringing with it a message of sustainability, respect for nature, and a commitment to creating beauty products that not only transform but also protect our planet. As the brand continues to grow, its mission remains clear: to honour the traditions of the past while paving the way for a more sustainable future.
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