Indigenous bath and body brand founder Melissa Cole is blazing a trail in her industry.
A proud Warumungu and Luritja woman from Central Australia, Cole developed her Indigenous bath and body brand - called Yaye - with the intention of sharing the healing powers of native Central Australian plants.
"Yaye, meaning "Big Sister" in Arrernte, was inspired by my passion for sharing the healing powers of native Central Australian plants. When teaching at Yipirinya school, we would participate in learning County lessons, and it was there that I learnt about the healing and ceremonial application of local native plants. During the COVID pandemic, I couldn't find a gentle and alcohol-free handwash for the skin. I wanted something containing gentle plant extracts, and when I couldn't find products that used these ingredients, I created my own," Cole told Style Up.
"Since then, Yaye has grown steadily, focusing on ethical practices, sustainability, and celebrating First Nations culture. We've partnered with many companies and supply over 50 stockists across Australia. We also offer premium liquid amenities such as shampoos, conditioners, body wash, bubble baths, and moisturisers, which currently have a few resorts working with us, and we are actively seeking to partner with more high-end hotels and resorts in the future."
Cole said the beauty industry allows her to share stories and showcase her culture, combined with her interest in the healing properties of native plants, bath and body products felt like a natural fit.
"I've always been captivated by the natural beauty and healing properties of native plants, so bath and body products felt like a natural fit. The beauty industry allows me to share stories and showcase our culture. Skincare is a personal and spiritual experience that connects us to nature, aligning with my heritage. Through Yaye, I aim to blend wellness, nature, and culture, creating a meaningful connection to the land and its healing properties," she said.
Cole said her background and culture is "fundamental" to her work.
"First Nations heritage is at the core of Yaye. Our products honour the wisdom passed down about native plants and their healing powers. From our formulations to our packaging, Yaye celebrates our heritage. Additionally, we support the community by partnering with other First Nations-owned businesses and ensuring Yaye remains 100% Aboriginal-owned," she said.
"We support Yipirinya School, a two-way bilingual school in Alice Springs, providing bath and body products to students as graduation gifts or when they travel interstate."
Cole said the brand creates a range of bath and body products, which she hopes to expand.
"Our collection includes scrubs, moisturisers, shampoos, conditioners, and hand washes infused with powerful native ingredients like Emu Bush, Silky Lemongrass, and White Cypress. These plants provide soothing, nourishing benefits," she said.
"As Yaye continues to grow, we're exploring new product categories and looking at expanding internationally, focusing on the UK and Europe."
"A key milestone has been working with corporate companies and hotels to supply our products, helping introduce a broader audience to our native plant-infused range. Being stocked nationally is another achievement I cherish—I still get excited seeing Yaye on shelves nationwide," she said.
"Recently, I've spent significant time on rebranding, which has been an exciting phase for the business."
As Yaye's profits and popularity continue to grow, Cole has several things planned for the remainder of 2024.
"We're preparing to launch Yaye's new packaging this November, inspired by the Ochre pits in Mparntwe (Alice Springs). This will mark a significant moment for the brand. As we move into international markets, we're enhancing our omnichannel strategies to grow our online and in-store presence," she said.
"In the future, I aim to expand into new wellness and skincare categories and continue developing our premium liquid amenities offerings for luxury hotels while maintaining our core values of sustainability, ethical practices, and honouring First Nations culture."
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