It’s easy to think of beauty as surface-level. But for many, it’s much deeper than that. It’s about feeling seen, having access to products that work for your skin, and being reflected in the stories that surround you. That’s exactly where Älliés Cosmetics comes in.
Founded by Aysha Jones, a Swedish-Gambian entrepreneur, model, and long-time advocate for racial justice, Älliés was created out of a personal need, and a wider call for change. After years of working in fashion and media, Aysha realised how often Black and Brown people were left out of the conversation, especially in Scandinavia. Shades didn’t match, campaigns lacked representation, and the industry didn’t seem to notice, or care.
Rather than wait for that to change, she decided to build something of her own.
Aysha, a force to be reckoned with in Sweden’s fashion and activism scenes, built Älliés from the ground up to be inclusive in the ways that actually matter. “I never saw myself in the products on shelves,” she’s said, and Älliés is her answer to that. A beauty brand by and for people who have long been overlooked in the beauty industry.
Älliés Cosmetics is a cruelty-free beauty brand made with melanin-rich skin in mind. The formulas are carefully developed, and the products carry names like #FuckRacism Foundation Palette, Vibrance Unleashed and Glossy Dreams, small reminders that beauty can be a form of expression and self-love. But at its core, Älliés is a testament to inclusion.
What really sets Älliés apart is the activist energy that pulses through the brand’s DNA. Aysha has long been a vocal advocate for inclusion, having founded Black Lives Matter Sweden and used her platform to push for real change in both the beauty and political spheres. She sees beauty not just as an industry, but as a tool for empowerment. One that can shift narratives, boost confidence, and build communities.
Älliés is proudly cruelty-free, and made for everyone who’s ever felt unseen in the beauty aisle. It’s also rooted in giving back, with a clear mission to create economic opportunities for Black women and marginalised groups through entrepreneurship and visibility.
Aysha often speaks about creating “a table big enough for everyone,” and Älliés cosmetics Cosmetics is an extension of that mission. It’s beauty for the culture. Beauty for the people. Beauty for those who never saw themselves reflected, and are ready to change that.
At PLEB, we’re always on the lookout for brands that don’t just sell products, but rewrite stories. Älliés is doing exactly that. And we’re watching. Lipstick and colour right foundation in hand.
Aysha Jones is a creative entrepreneur and changemaker known for bridging beauty, activism, and representation. Born in Gambia and moving to Sweden at the age of two, she has worked across fashion, media, and advocacy, using each platform to challenge exclusion and champion visibility for Black and Brown communities. Through Älliés Cosmetics, she’s created a space where beauty isn’t defined by the mainstream, but shaped by lived experience and care.
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