Clean, cruelty-free, and fairtrade beauty brand Alaffia has tapped Lanaia Edwards as its new Chief Marketing Officer.

Lanaia has more than 15 years of brand marketing experience with a focus on the natural beauty and personal care realm. Prior to her newly appointed role at Alaffia, Lanaia held several positions including Director of Retail Engagement for Sundial Brands (SheaMoisture, Nubian Heritage, Nyakio, and Madam C.J. Walker), Director of Marketing for Lumene USA, and Senior Director of Marketing for Unilever.

As Chief Marketing Officer, Lanaia will oversee marketing, creative, product development, brand strategy, and driving and accelerating Alaffia’s growth globally.

On joining the Alaffia team, Lanaia said in a statement, “I am honored to have this opportunity and play a key role in driving long-term value and amplifying strategic growth with innovation and purposeful, community-driven initiatives. I am constantly inspired by Alaffia’s empowerment projects and Olowo-n’djo’s dedication to preserving West African traditions and resources while supporting the communities. I am excited to expand the brand’s social mission and impact globally.”

Olowo-n’djo Tchala, Founder and CEO of Alaffia, said in a statement, “Lanaia is an exceptional marketing leader and has helped to expand Alaffia’s reach and impact on the global hair and skin care community. She has successfully shaped global brand strategy, implemented paid and digital initiatives, and expanded our brand portfolio with innovation to further develop our business. We are thrilled to appoint Lanaia to CMO and are confident that her rich experience and leadership skills will push Alaffia into a new chapter of growth and expansion, in alignment with our mission and achieve breakthrough results for the brand.”

Alaffia was founded by Olowo-n’djo Tchala and Prairie Rose Hyde in 2004. A portion of Alaffia’s profits is dedicated to The Alfaffia Foundation (TAF), a 501(c)(3) organization, focused on empowerment projects including environmental sustainability and maternal care in West Africa.