There are some things you don't really plan. They happen because the time calls for it, because you refuse to sit idly by, because something inside you tells you it's time to act.
That's how AYA was born.
We were in the middle of a pandemic. Everything had come to a standstill: beauty salons, appointments, the skincare rituals our clients and estheticians cherished. SHAKTI was still a young brand, already established in the world of beauty professionals, and we watched the industry we loved so much... go on pause.
We could have waited passively. We chose to create.
An idea born from solidarity
What we wanted was simple: to support estheticians. To offer them something concrete, accessible, and wholesome. A collection that would meet our quality standards, because we were never going to settle for less, but that would be more understated, more direct, and closer to the essentials.
We also wanted to go even further with our commitment to this land. Quebec is full of exceptional raw materials, artisans, and farmers who deserve to be chosen. AYA gave us the opportunity to forge even stronger ties, to create products that truly come from somewhere and truly support someone.
AYA finds its roots there: a gesture of solidarity, a return to raw ingredients, and a way to stay true to who we really are.
What AYA embodies today
Time has passed. The doors have reopened. But AYA hasn't disappeared, because it was a response to something greater than a set of circumstances.
It was a response to a desire. A desire for skincare that is clean, clear, and honest. Formulations where every ingredient has a purpose, where we don't seek complexity to impress, but simplicity to truly nourish.
Today, AYA is fully established as a collection within the SHAKTI universe. A natural extension of who we are. The same standards. The same eco-responsible values. The same respect for the skin. But with a more minimalist, accessible, and direct approach.
AYA is SHAKTI... in its essential form.
An entry point for those discovering us. A return to our roots for those who already know us.
For you, for your skin, for right here, right now. Discover AYA HERE