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 belief has guided me throughout my journey, shaping the foundation of Yerwa Secrets. My passion for scents began in childhood, growing up in a Kanuri household where burning incense was a daily ritual—morning and evening, without fail. If incense wasn’t burned, something felt missing. It was more than a fragrance; it was a connection to home, culture, and tradition.

When the world stood still during the COVID-19 lockdown, I turned to incense-making and perfumery as an escape—a way to find calm amidst the chaos. What started as a personal sanctuary soon became Yerwa Secrets, a brand devoted to preserving the rich perfumery traditions of Yerwa while blending them with modern innovation.

From Tradition to Global Recognition

At Yerwa Secrets, we are built on three core values:
✨ Authenticity – Every formulation is rooted in time-honored perfumery techniques passed down for 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.

Through dedication and passion, Yerwa Secrets has gained recognition beyond borders. Our partnerships with Harvard Business School and Forbes Women highlight the significance of our craft. These collaborations help us share Nigeria’s rich perfumery heritage with the world, ensuring that our traditions remain relevant and celebrated.

Beyond scents, Yerwa Secrets is committed to uplifting local communities. We provide employment, training, and mentorship to women in underserved areas, helping them gain financial independence while preserving the art of perfumery.

Sustainability: A Promise to the Future

We believe that excellence and sustainability go hand in hand. At Yerwa Secrets, we take conscious steps to minimize waste and reduce our environmental footprint:

♻️ Bottle refills – We offer refills for perfume bottles within Nigeria, promoting reuse.
📦 Eco-friendly packaging – Where possible, we use biodegradable boxes to reduce plastic waste.
🌱 Zero waste commitment – Leftover materials from our Khumras' filtration process are repurposed into incense, ensuring that nothing goes to waste.

Sustainability is a continuous promise—a responsibility we take seriously.

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

Burning incense is more than fragrance—it is a ritual of renewal, reflection, and energy cleansing. It is 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 connecting people to the transformative power 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.