NAYDAYA

NAYDAYA is a British skincare and body-care brand based in London, founded by Fiona Toomey. Stylised in all capitals, it makes natural, vegan, fragrance-free products aimed at women moving through major hormonal life stages — pregnancy, the postpartum period, perimenopause and menopause. The company manufactures in small batches in England and works only with UK suppliers.

The brand reached its current form in November 2022, when Toomey rebranded her earlier label, Nessa Organics, as NAYDAYA and launched at the online retailer Cult Beauty [6]. The predecessor brand had started roughly three years earlier, around 2019 [6]; NAYDAYA dates its public arrival under the present name to the 2022 relaunch.

Fiona Toomey, a mother of three and a former finance project manager and management consultant, created the brand after struggling to find products suited to her changing body during and after pregnancy [6]. She describes the company as growing out of her own experience with childbirth and menopause, and frames its purpose as challenging taboos in women's healthcare. The name draws on Neasa, a figure from Irish legend, and "Daya," a word the brand associates with compassion and strength.

The business launched first as Nessa Organics, focused on intimate and postpartum care. One product, an intimate oil marketed as Victory Oil, unexpectedly drew menopausal customers, who the company says grew to about 65% of its customer base [6]. That shift prompted Toomey to broaden the brand's remit and reposition it for women across every hormonal life stage.

The defining event in the company's history is the 2022 rebrand. According to trade publication Beauty Independent, Toomey spent roughly £80,000 over eight months reworking the brand before relaunching it as NAYDAYA at Cult Beauty, with stockists Credo and Anthropologie planned for 2023 [6]. The company has said it remained bootstrapped through this period [6]. Several products were renamed in the transition; the breastfeeding balm previously sold as Nipple SOS became Breast Saviour [6].

NAYDAYA positions itself around the idea that bodies change and skincare should change with them, summed up in its tagline, "Bodies evolve. Your skincare should, too." The company sets out three pillars — Nature, Science and Truth — and says it co-creates products with women's-health experts in the UK. Its stated aim is to champion women's health, make products with purpose, and build a community of women who, in the brand's words, "fight back against taboos."

The range spans skincare, body care and haircare, alongside ingestible supplements and a small set of tools. Signature products include Victory Oil, the Scar Saviour C-section and scar balm, the Neck Glory serum, Body Blitz, Breast Saviour and an ingestible Menopause Capsule. According to Cult Beauty, the formulas draw on ingredients such as coconut oil, turmeric and liquorice [7].

The company describes its body-care products as made from 100% natural ingredients, with one stated exception: Neck Glory, a water-based serum, contains a small amount of preservative [5]. All of NAYDAYA's body-care products are certified vegan by The Vegan Society, and the company says its products are cruelty-free and fragrance-free [5]. Manufacturing is carried out in small batches in England, and the brand cites recycled glass and plastic packaging and ongoing efforts to reduce its carbon footprint.

NAYDAYA's own press page lists coverage across UK consumer titles. It cites Vogue featuring Neck Glory in a 2024 skincare-trends article, and Scar Saviour appearing in a Telegraph piece on menopause skincare and in Harper's Bazaar features on c-section and stretch-mark care [3]. The brand also notes that Grazia described Scar Saviour as television personality Millie Mackintosh's favourite c-section scar balm [3]. These mentions are drawn from the brand's own press page and are not individually verified against each publication.

NAYDAYA is an active brand. It operates a live e-commerce site, lists current stockists including Cult Beauty and Anthropologie, and points to editorial coverage as recent as 2024 [3]. The company is UK-based, serving the UK and Ireland and shipping internationally. Ownership appears to rest with its founder; no parent company or acquisition is on record.