In a world that glorifies hustle, Nigerian founder Yetunde Alabi is inviting Black women to pause, breathe, and remember.
Through her wellness brand MAJENYE, Alabi transforms the act of self-care into something sacred, a return to ancestral rituals that honor rest, memory, and identity through scent.
Born from the intersection of heritage and healing, MAJENYE reimagines fragrance not as a luxury accessory but as a spiritual tool. “Fragrance has always been part of our lineage,” Alabi explains. “From burning resins to anointing oils, scent has connected us to our ancestors and our inner selves.” Her collection, which includes handcrafted oils, candles, and balms, draws inspiration from Yoruba traditions, infusing each product with ingredients like frankincense, shea butter, and hibiscus to evoke grounding, clarity, and calm.
But beyond its intoxicating notes, MAJENYE tells a story of resistance. For centuries, Black women have carried the weight of survival, often denied the space to rest or simply be. Alabi’s brand challenges that narrative, positioning rest not as indulgence but as reclamation, a radical act of self-preservation. “Rest is a birthright,” she says. “It’s how we reconnect with who we are beneath the noise.”
Each MAJENYE ritual, whether lighting a candle after a long day or anointing the skin with oil, is an invitation to slow down and listen. The sensory experience becomes a form of meditation, reminding wearers that healing can be both ancestral and deeply personal. Alabi envisions MAJENYE as a bridge between worlds: the traditional and the modern, the spiritual and the sensory.
With MAJENYE, Yetunde Alabi isn’t just crafting fragrances, she’s reviving a lineage of ritual and self-respect. Her message is simple yet profound: healing begins when we slow down enough to smell the wisdom in our own stories.
