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Walk through any Whole Foods and you’ll probably be tempted to “Drink No Evil,” with one of more than 10 varieties of Adina World Beat Beverages. Since 2004, serial entrepreneur Magatte Wade has been offering consumers everything from blackberry hibiscus to peaches blended with amalaki, and now she’s at it again with new organic body product company “Tiossano.” Wade says that although the two companies are very different, they both share a common secret ingredient– Traditional Senegalese elements like organic unrefined shea butter and black seed oil, all sourced directly from Africa.
“The world was ready for an African brand of consumer products,” says Magatte. “But what was missing was a brand positioned at the luxury level as a world class name that could revive the richness of the African culture.”
Wade says her vision started with a desire to create products that could be equally enjoyed by women of all races that still harnessed secrets her Senegalese ancestors shared for thousands of years. The Tiossano products, which now include body lotion and body wash in four different scents are all at least 70% organic, and are formulated with ingredients packed with antioxidants. Wade says she doesn’t use organic aloe vera and essential oils because they’re “popular” in luxury skincare today–she uses them because they are what her grandmother treasured.
“I have such fond memories of my grandmother teaching me how to be a lady, how to care for my skin the way she did. She was beautiful, and these most basic elements we can still harness today,” Wade says.
After spending the last eight years refining her organic teas, juices, coffees– even an energy drink–with beverage company Adina, Wade says she was eager to try something new.
“I’ll be the first to tell you, the world of beverages is very different from that of skincare. But this wasn’t a difficult transition. Quite frankly, I’m a woman, and I understand how body care products can make someone’s day better. They have the power to influence your mood, your life, and once you understand that, it’s easier to take it and run with it.”
Tiossano is starting small. Currently available for sale at Tiossano.com and all Harmony Health and Beauty stores, the body product line will have its own flagship store in May in Hudson, New York. Wade says that while she hasn’t decorated yet, she’ll be going for an “apothecary” feel.
“The old time apothecary was at the intersection of glamor and health.That’s where we want to be. Tiossano is organic and earthy, but with sophistication,” Wade says. “It’s for the woman who knows that being beautiful does not mean having a guy buy you drinks at a VIP table at a club. She knows that beauty is simply a powerful state of mind.”
Tiossano currently offers four different scents: Fatale, Teranga, Flamboyante, and Femme, all available in body lotion or body wash. Wade is working on releasing a body scrub, bar soap and perfume line, to be released later this year.