Avila Naturalle, Africa’s leading manufacturer of genuine natural body care products, has launched its campaign against skin bleaching with the 2025 edition of the Be-you-tiful campaign titled “Glow with Confidence, Say No to Bleaching.”

This initiative was in response to the World Health Organization (WHO) report stating that 77 percent of Nigerians use skin-whitening products, one of the highest rates globally. Avila Naturalle is committed to raising awareness, promoting safe skincare, and encouraging self-love by redefining beauty beyond complexion.

According to the President and Managing Director of Avila Naturalle, Dr. Temitope Mayegun, true beauty is not about how light or dark your skin is; it is about confidence, self-love, and taking care of your skin the right way.

She said this in Lagos yesterday, while launching the program, adding that Avila is committed to promoting safe, natural skincare solutions that enhance and nourish the skin without compromising the health of Nigerians.

Mayegun expressed concern that there is a need to urgently enlighten Nigerians on the social malaise of skin bleaching.

She cautioned Nigerians against the use of bleaching cosmetic products, which are posing great danger to the health of the users. “Excessive use of skin-lightening products, often containing harmful chemicals like mercury and hydroquinone, has been linked to skin cancer, organ damage, and severe dermatological conditions.”

Mayegun stressed that this is why Avila Naturalle is championing the advocacy against skin bleaching in Nigeria as part of the brand’s philosophy of righting this wrong in society.

She said: “This we have been doing, not only by formulating products with pure natural ingredients that will help nourish the skin, keep it healthy, and make it glow naturally over consistent use, but also through our Corporate Social Responsibility (CSR) initiatives, including our flagship annual nationwide advocacy campaign tagged ‘Be-You-tiful,’ through which we encourage young people to stay true to themselves and take good care of their skin naturally.”

She noted that through this campaign, Avila Naturalle seeks to raise awareness about the dangers of skin bleaching, including its long-term health risks, promote safe skincare alternatives with natural and organic products that support skin health, and encourage self-love and confidence by helping individuals embrace their natural beauty.

Mayegun reiterated that Avila Naturalle Limited is a Nigerian company that specializes in the production of genuine natural skincare and wellness products. “Avila is promoting a healthier and happier society through its wide range of skincare products that are natural, healthy, safe from harmful substances, and do not bleach the skin.”

She said Avila Naturalle has hundreds of products within its product portfolios, including African black soaps, body butters, body oils, body moisturizers, face creams, serums, baby care, and bar soaps. She added that the company is committed to enriching lives while promoting sustainable and environmentally friendly practices in its operations.

She stressed that as a pioneer in natural skincare, Avila Naturalle remains dedicated to helping people achieve glowing, healthy skin naturally. “The company urges everyone to join the movement, reject harmful bleaching practices, and celebrate the beauty of diverse skin tones.”