FOUNDERS STORY
I’m Ruth Awange, the founder of Awange Label, a DIY lash brand created for women who want to feel good without overcomplicating things. I started this brand out of a need for beauty that was affordable, achievable, and designed with busy lives in mind.
This didn’t happen overnight. I’ve loved beauty for as long as I can remember, but when I was 16, something deeper settled in me. I didn’t tell anyone, but I carried a quiet dream to one day create my own brand. Something that made beauty feel attainable, powerful, and made for women like me.
Years later, between motherhood, life, and learning everything from the ground up, that dream finally had a name. Awange Label was built from the exact struggles I faced: products that felt complicated, overpriced, or like they weren’t made with everyday women in mind.
I’m a mum, a partner, and someone who’s always on the go, I know how hard it can be to carve out time for yourself. That’s why Awange Label is built on the belief that confidence shouldn’t come at a high price or cost you your time. Our products are made to fit into your routine and give you that feeling of “I’ve got it together,” even on your off days.
No heavy routines. No overpriced fluff. Just quality lashes that work, whether you’re laying low or showing all the way out.
As a proud Kenyan woman, representation matters to me just as much as results. This brand carries my name, my roots, and my intention to shift what beauty looks like, who it’s for, and who gets to lead it.
Awange Label is personal to me. And now, it gets to be personal to you too.
With love and gratitude,
Ruth Awange
Founder, Awange Label