Our Story

Yerwa Secrets: A Legacy of Scent, Culture, and Empowerment

Maiduguri, the capital of Borno State in Northeastern Nigeria, is fondly called Yerwa by its locals. The name carries a deep sense of pride—one that is instantly recognizable when spoken by those who call it home. It is with this same pride that I present Yerwa Secrets to the world: a brand deeply rooted in tradition, authenticity, and excellence.

Our Founder, Fatima

"Whatever is worth doing at all is worth doing well." This quote has guided me throughout my journey, shaping the foundation of Yerwa Secrets. What started as a deep passion for scents became a mission—to share the rich, time-honored traditions of perfumery from my heritage while blending them with modern science to create products that are refined, safe, and sustainable.

At the heart of Yerwa Secrets are three core principles:

✨ Authenticity – Every formulation is deeply rooted in ancient perfumery techniques passed down through generations.
🌱 Quality – Our products are crafted with intention—safe, sustainable, and of the highest standard.
🤝 Community & Empowerment – We are more than a brand; we are a movement that empowers women in underserved communities, particularly in Borno State, where our name and inspiration come from.

We are honored to have our work recognized on a global scale. Our partnerships with Harvard Business School and Forbes Women mark significant milestones in showcasing the power of our craft. Through these collaborations, we continue to bring Nigerian artistry to the international stage, proving that our heritage and expertise in perfumery are both timeless and relevant.

But our impact goes beyond scents. Yerwa Secrets is deeply committed to uplifting women and artisans in underserved communities. Through employment, training, and mentorship, we create opportunities for women in Borno State to gain financial independence, preserve traditional perfumery techniques, and take part in an industry that has long been a symbol of cultural expression.

A Tradition Passed Down Through Generations

As a Kanuri girl, incense burning and perfumery are second nature to me. I grew up in a household where burning incense was a daily ritual—morning and evening, without fail. It was more than just scent; it was a part of life, an unspoken rhythm of our home. If incense wasn't burned, it felt like something essential was missing.

Naturally, I absorbed the art of scent blending and perfumery from an early age. But it wasn't until much later that I truly rediscovered its power.

When the world came to a standstill during the COVID-19 lockdown, I turned to incense-making and perfumery as an escape—a way to find calm amidst the chaos. Crafting scents became more than just a skill; it became my sanctuary, a connection to my roots, and ultimately, the foundation of Yerwa Secrets.

From Tradition to Global Recognition

At the heart of Yerwa Secrets are three guiding principles:

✨ Authenticity – Every formulation is deeply rooted in ancient perfumery techniques passed down through generations.

🌱 Quality – Our products are crafted with intention—safe, sustainable, and of the highest standard.
🤝 Community & Empowerment – We are more than a brand; we are a movement that empowers women in underserved communities, particularly in Borno State, where our name and inspiration come from.

What began as a deeply personal passion has now become a brand recognized on a global scale. Our partnerships with Harvard Business School and Forbes Women mark significant milestones in showcasing the power of our craft. Through these collaborations, we continue to bring Nigerian artistry to the international stage, proving that our heritage and expertise in perfumery are both timeless and relevant.

But our impact goes beyond scents. Yerwa Secrets is deeply committed to uplifting women and artisans in underserved communities. Through employment, training, and mentorship, we create opportunities for women in Borno State to gain financial independence, preserve traditional perfumery techniques, and take part in an industry that has long been a symbol of cultural expression.

Sustainability: A Promise to the Future

We believe that excellence and sustainability can coexist. At Yerwa Secrets, we take deliberate steps to minimize waste and reduce our environmental footprint:

🥳 We offer bottle refills within Nigeria, ensuring that our perfume bottles are reused rather than discarded.
🛋️ We minimize plastic usage—our perfumes are packaged in biodegradable boxes whenever possible.
🌱 While we currently use PET plastic for incense packaging, we are constantly striving to improve and find even better alternatives.
🔄 Zero waste commitment – Nothing goes to waste. The leftovers from our Khumras’ filtration process are repurposed into our incense, ensuring that every ingredient serves a purpose.

Sustainability is not just a goal—it is a continuous promise.

More Than Just a Scent—A Ritual of Self-Care & Empowerment

Burning incense has always been more than just fragrance to me—it is a ritual of renewal, reflection, and energy cleansing. It’s a tradition I grew up with, a moment of stillness in a fast-moving world. Yerwa Secrets is my way of sharing this experience, encouraging self-care, and bringing people closer to the powerful, soothing, and transformative nature of scent.

This year, we have set an ambitious goal: to deliver 10,000 discovery sets worldwide—inviting more people to experience the depth of our scents and the cultural richness behind them.

Join us in preserving tradition, empowering women, and embracing mindful living—one scent at a time.