Our Story
Our Story
Yerwa Secrets: A Legacy of Scent, Culture & Empowerment
Maiduguri, the capital of Borno State in Northeastern Nigeria, is fondly called Yerwa by its locals. The name carries deep pride — a pride instantly felt when spoken by those who call it home. With that same pride, 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 and shaped the foundation of Yerwa Secrets.
My love 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 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 for calm. What began as a personal sanctuary soon blossomed into Yerwa Secrets, a brand dedicated to preserving the rich perfumery traditions of Yerwa while blending them with modern innovation.
From Tradition to Global Recognition
Our brand stands on three core values:
✨ Authenticity — Every formulation is rooted in time-honored techniques passed down through generations.
🌿 Quality — Crafted with intention, safety, and sustainability at the highest standard.
🤝 Community & Empowerment — We create opportunities for women in underserved communities, especially in Borno State, to gain financial independence and preserve cultural artistry.
Through passion and dedication, Yerwa Secrets has earned recognition beyond Nigeria’s borders, partnering with Harvard Business School and Forbes Women to share Nigeria’s perfumery heritage with the world.
Sustainability — Our Promise to the Future
We believe excellence and sustainability go hand in hand:
♻️ Bottle Refills — Available within Nigeria to encourage reuse.
📦 Eco-Friendly Packaging — Where possible, we use biodegradable boxes.
🌱 Zero Waste Commitment — Leftover materials from our Khumra filtration process are repurposed into incense.
Every step is a conscious choice to minimize waste and protect our environment.
More Than 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’s a tradition I grew up with and a moment of stillness I want to share with the world.
This year, we aim to deliver 10,000 discovery sets worldwide — inviting more people to experience the depth of our scents and the cultural richness they carry.
Join us in preserving tradition, empowering women, and embracing mindful living — one scent at a time.