The Meaning Behind Yaye: Celebrating Culture Through Care

When you see the word Yaye, you’re not just looking at a brand name—you’re witnessing a story. A story of place, people, plants, and purpose. Yaye means "big sister" in the Central Arrernte language, spoken by Traditional Owners from the heart of Australia. And just like a big sister, Yaye stands to nurture, protect, and empower.

As a proudly Indigenous-owned and 100% Aboriginal business, Yaye is more than an Indigenous-owned skincare brand. It’s a living celebration of First Nations' beauty, culture, and care passed through generations.

Rooted in Language and Country

Our name—Yaye—is more than branding. It’s language. It's a connection. It reflects kinship systems that are central to Aboriginal identity and how we care for one another.

Founded in the Northern Territory, Yaye is built on a foundation of culture and community. Every formulation, every ingredient, and every scent is inspired by the desert landscapes of Central Australia and the knowledge carried by its First Nations people. This deep cultural knowledge is the heart of our entire body care line.

Want to know more about bush medicine used in Yaye products? Head over to Bush Medicine Ingredients to learn how native botanicals support skin, wellness, and connection to Country.

Skincare That Tells a Story

Many skincare brands promise results. Yaye delivers results with meaning. Every product in our range, from Body Scrub to body creams, and from bath & body products to hair care products, is infused with native ingredients like Berrigan, Native Silky Lemongrass, and White Cypress Pine. These are not trends. They’re traditional botanicals used for generations to heal, nourish and care.

Our use of native Australian ingredients isn't just about efficacy. It’s about cultural significance. It's about creating beauty products that carry the wisdom of Elders and the strength of the land.

Explore the full collection of meaningful care: Shop All Yaye Products

Powered by First Nations Women

Yaye was founded by Melissa Cole, a proud Aboriginal woman and entrepreneur from the Northern Territory who has dedicated her journey to celebrating culture through self-care. Her vision was to create an Aboriginal skincare brand that empowers communities, showcases the beauty of native botanicals, and reconnects people with Country. Her vision? To create an Aboriginal skincare brand that celebrates culture while delivering luxurious self-care for all Australians.

We're part of a growing movement of beauty and wellness brands rewriting the narrative around Indigenous entrepreneurship. As a proud Indigenous-owned skincare brand, we are deeply committed to representation and visibility within the wider beauty industry.

Want to learn more about what it means to support Indigenous business? Visit indigenous.gov.au to explore other Indigenous-led initiatives making a difference.

A Daily Ritual of Connection

Using Yaye isn’t just about keeping your skin soft. It’s about pausing. Reflecting. Connecting to something bigger.

When you lather on our bush-scented body wash or soothe your skin with a rich body butter, you’re taking part in something ancestral. You’re honouring the traditional knowledge that makes self-care sacred.

Our Glow Bundle, which includes our Red Ochre Face & Body Oil and rich body moisturisers, offers a complete ritual of nourishment. It's an act of honouring your skin and your roots.

Want to discover the heart of Yaye and what drives our mission? Read Our Story

Why Yaye Matters

In a sea of beauty brands, Yaye is proudly different.

• 100% Indigenous-owned and operated

• Infused with native Australian botanicals

• Celebrates Aboriginal language, identity, and culture

• Designed to support all skin types with natural, gentle formulations

• Created in Central Australia with respect for land and people

• Ethically produced and rooted in sustainability.

• A proud representative of the Australian Made movement

We’re not just another name in beauty. We’re here to represent, educate, and elevate.

Yaye is also featured in the Clean + Conscious Awards—a testament to our commitment to ethical beauty and sustainability.

A Brand with Purpose

Supporting an Aboriginal skincare brand like Yaye means more than treating your skin. It means:

• Supporting language revival and preservation

• Creating pathways for Aboriginal employment

• Sharing culture with pride

• Offering authentic alternatives to mainstream wellness

Every product you purchase helps drive positive change.

Want to explore more ways to support ethical brands? Check out the Ethical Consumer Guide.

Final Words: Culture, Care, and Connection

Yaye isn’t just skincare—it’s a movement. A celebration. A message of strength and sisterhood that you can see, feel, and carry with you.

If you’ve ever searched for First Nations beauty that speaks with integrity, or wondered how you can support a truly Indigenous-owned brand, Yaye is your answer.

Join the journey. Experience care that celebrates culture.

Shop the story. Share the legacy. Explore the Yaye Collection

FAQs

1. What does Yaye mean? Yaye means “big sister” in the Central Arrernte language, symbolising strength, care, and guidance.

2. Is Yaye an Indigenous-owned business?
Yes, Yaye is 100% Aboriginal-owned and proudly operated from the Northern Territory.

3. What makes Yaye different from other skincare brands?
Yaye blends modern formulations with native bush medicine and cultural wisdom, offering skincare with real purpose.

4. Are your products suitable for sensitive skin?
Absolutely. Our gentle, natural ingredients are suitable for all skin types, including sensitive skin.

5. Where can I learn more about your ingredients?
Visit our Bush Medicine Ingredients page to explore the power of native plants in our products.