Beauty Boss: Dara Kennedy, Founder of Ayla and Dara Kennedy, Is a Pioneer of the Clean Beauty Retailer Movement

Dara Kennedy.

Our latest Beauty Boss is Dara Kennedy, Founder of Ayla—a San Francisco-based clean beauty retailer that offers an expert-curated range of effective and non-toxic products from around the world. Prior to starting Ayla, Kennedy earned degrees from Princeton and Harvard University, and spent more than a decade working in retail and beauty marketing, product development, and branding.

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Consumers can stop by Ayla’s store or shop online, where they have access to a wide variety of brands including Dara Kennedy skincare products, which feature adaptive formulas, carefully sourced ingredients, and a commitment to restoring the health of the planet. Five percent of every sale is also donated to a philanthropic partner chosen specifically for each product.

For those seeking additional guidance while browsing Ayla’s extensive product offerings, personalized recommendations are available from trained Guides either in person, over the phone or email, and custom sample kits can be made to order for each individual’s specific needs. We chatted with Kennedy who shared her favorite beauty and wellness tips, secrets for success, best advice, and much more.

When was Ayla founded and what does the name mean?

Ayla opened its virtual doors on Valentine’s Day 2011 with a name that most people aren’t quite sure how to pronounce (sort of like my own!) Ayla, pronounced ā-lah, is an old Irish name that means “bearer of light.” We pride ourselves on seeing the unseen—matching people with products they might not have otherwise considered to help them find their beautiful.

What inspired the creation of your brand Dara Kennedy?

Before I started Ayla, I was a beauty product and brand developer with a focus on skincare. Here at Ayla, I’ve had the honor of being the first to discover what I think are some of the best brands in the world, and that background is what helped me find and evaluate them.

But the consultative approach we take, and my discussions with our customers over more than a decade, is what helped me understand skin’s needs at a different level—and inspired me to create foundational, adaptive products of my own.

When I developed the Sea Soak, I found a new voice I wanted to add to the chorus of other voices that we support so enthusiastically: one that’s also inspired by the interconnectedness and resilience of the natural world.

The Sea Serum and Sea Retinal amplified that voice, representing my belief that powerful skincare can feel gentle and healing, with integral benefits that build on one another in a way that feels intuitive, carefully-sourced ingredients that adapt to your needs, a commitment to restoring the health of the planet—and real results that will leave you awestruck.

Dara Kennedy products feature carefully-sourced ingredients and are committed to restoring the health of the planet.

Do you have a hero product?

I’m not sure I could say we do, since each one works differently and they work so well together. Our Sea Soak is a foundational product that gives you a full-body reset, the Sea Serum is a perfect hydrating protector for daytime, and the Sea Retinal is a perfect rejuvenator for nighttime.

The Sea Soak started it all and introduced everyone to our hand-harvested kelp, which is in the Sea Serum and Sea Retinal…so I suppose if I had to point to one hero product, it might be that one.

What are your favorite products from your brand?

I really can’t choose! Especially since only have a few of them. I use the Sea Serum every single day and the Sea Retinal every single night. The Sea Soak is something I indulge in at least once a month.

Where are your products sold?

At Ayla and the Post Ranch Inn in Big Sur, CA.

Future plans for the brand?

There are many different directions it can take — but it’ll always be guided by the needs of the customers we’ve met and the adaptive qualities of the plants we work with, and it will always celebrate and give back to the planet that provides so many of our key ingredients.

Dara Kennedy Sea Serum ($135) is a hydrating and adaptive serum for more vibrant, resilient skin.

Who inspires you?

I learn from and am inspired by our customers and our team every day; I am in awe of the farmers, foragers, and artisans who provide the ingredients we work with; and I am also inspired by the way ingredients, products, and people can positively work with each other, in a virtuous circle, towards a beautiful goal.

Secret to success?

I think success looks different for everyone—and it starts with figuring out what you want it to look like for you.

Beauty secrets?

Don’t forget to hydrate and moisturize (you need both, and many of us forget about hydration); load up on antioxidants, topically and internally; and remember that there’s a reason why we all look so great when we’re on vacation—so, find ways to bring more joy and less stress into your life every day. It could be as simple as some deep breaths in the morning or a quick walk after lunch.

Wellness tips?

I think our bodies are amazing and do a good job of telling us what we need…if we listen! To me, that begins with knowing yourself. Sometimes I think we tend to forget the power of quiet observation.

Best advice?

Look at every moment, no matter how hard or easy it feels, as an opportunity to learn something new.

For more information about Ayla and Dara Kennedy, visit the website and follow on Instagram: @aylabeauty

[Images courtesy of Dara Kennedy]

Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk