I played around with AI to recreate a real, similar, photo of myself. This year I'm learning new things, starting with AI and chocolate making... Oh, make sure you read all, I got you a little treat too ofc 🫶🏾

A new year, on our terms. Let's not do resolutions. Let's do intentions.

Hey beauty rebels, your neighbourhood CEO Aysha here.

January always comes in loud. New rules. New bodies. New goals. Fix this. Change that. Be better. Do more. Be less. And honestly? I’m tired of that energy.

This coming year, 2026, I’m choosing intentions over perfection. Curiosity over control. Grounding over pressure. Imperfect perfections over unachievable aesthetics.

I spent 2025 believing that if I just worked harder, looked sharper, stayed quieter, I’d finally “arrive.” As a woman. As a founder. As a black woman building a high-end beauty brand in the Nordics, fully independent, 100% sole owner, no safety net. I tried to be and give what I know is expected of me, and still that wasn’t enough. I am not enough.

Perfection was never the goal. Neither was approval. Freedom, legacy and generational community wealth was. Still is. And always will be. At least for me and my älliés cosmetics.

So this year, I’m letting go of the idea that I need to have everything figured out on January 1st. I’m allowing space to learn as I go. To build the way I see fit. To rest without guilt. To evolve without apologizing. And to say no, I don’t want to sit with you.

And I want that for you too. No resolutions here. No punishment routines or promises I can’t keep. No rules disguised as self-care or filters to look like someone else. No unachievable goals or wanting to be in spaces that clearly doesn’t want me there.

Instead, I’m inviting you into the year with intention:

• How do you want to feel in your body?
• What feels grounding, not draining?
• What routines actually support you, not impress anyone else?

At älliés, this also means more honesty from me. More behind-the-scenes. More getting out of my shell. More real conversations about what it actually looks like to build and protect a brand rooted in inclusivity, integrity and joy, in an industry (and region) that wasn’t built with us in mind.

I’ll be sharing more of that journey this year. The wins, the doubts, the quiet moments in between. Not because it’s trendy but because transparency is part of how we change the narrative.

Beauty, to me, has never been about fixing. It’s about showing up as you are, and choosing what feels good — on your terms. Seeing something beautiful that you like and highlighting that, pouring all of your love and energy into that and being as confident as you can when looking yourself in the mirror.

That might be a simple everyday routine you can rely on. A base that feels like skin. A ritual you return to because it grounds you, not because you’re trying to become someone else. Or God forbid, fit into beauty standards made in photoshop or AI.

Let them be soft. Intentional. Yours. Unapologetically.

So here’s to a new year without pressure. Without rules that were never meant for us. Without shrinking. Without boundaries and fears.

Let’s move forward with intention, together.

✨ This month’s vibe: everyday essentials, easy routines, products you reach for because they feel good — not because you “should” or “have to”. Im personally gifting everyone with an order of 1000SEK or more a FREE Glow on day cream in our limited edition black bottle. All of January or until the stock is finished. We're also offering many of our January essentials for up to 60% off, INCLUDING free shipping on almost all items and orders.

With love,