What is it? Luxurious, premium body care.
What’s the USP? Feeling joy, as well as looking after the skin. The products are botanically-inspired and full of ethically-sourced, fair-trade and organically-certified ingredients intended to 'nourish the skin, awaken the senses and nurture the goddess within'.
Hero product? The 'Salute the Sun' Body Creme, £48, www.ayobeauty.com (see below for what it's like).
Why the name? Because in Yoruba, Ayo means joy and happiness, and joy is what the brand is all about; feelings of joy in our lives. Also, Joy was the name of brand-founder Susan's sister, so the name also celebrates her all-too-short life.
How new is it? Just launched (Jan 2014).
I tried... the Body Creme, without expecting very much -- it's in a very basic 250ml plastic pot with a stuck-on label that makes it look like some run-of-the-mill-nice-and-natural product but which absolutely does not shout 'worth £48'... So was completely taken aback to find that it smells not just nice but incredibly delicious (sandalwood, patchouli, jasmin, geranium, rose absolute, vanilla absolute) and goes on like a dream, all light and nourishing and creamy without being heavy. A smidgen of further investigation revealed that the 'Salute the sun' fragrance is put together by none other than Azzi Glasser, who has created heaps of well-known fragrances (for clients including Nicole Farhi, Kylie and Agent Provocateur), so that explains that. Fabulous stuff, which deserves better packaging, then let's hope we'll see it on the shelves at SpaceNK in the near future.