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About Us

AfroDeity Ltd. is an online store that retails natural Caribbean Inspired hair and skin products. The ultimate goal is to help small farmers in the Caribbean reinvigorate the declining agricultural industry to stop a dependence on importation of essential foodstuff.

Our new product line the Luxury 'Joliette' Collection is made from oils and butters inspired by the Caribbean. Joliette is a luxury hair care brand for women of colour of style. Our luxurious blends not only look and smell amazing but give your hair the special care it needs with no harsh chemicals or artificial colourants.


Joliette Caribbean Inspired Hair and Skin Products


AfroDeity was founded by mother and daughter team Alicia and Joliette around the knowledge of healing herbs, oils and butters passed down through the generations and culminating in Alicia’s great interest in science. As such combining beauty, science and their commitment to the rural Caribbean. 

We offer a large variety of high quality, new natural and organic caribbean inspired products to our customers and we only sell products we use ourselves.


Meet AfroDeity's Founders

AfroDeity Founders Alicia and Joliette with Theo Paphitis

Alicia, Our Operations Manager worked as a Drug Surveillance Scientist for just over seven years. Whilst studying for both of her degrees she developed an interest in drugs and poisons and soon became interested in the various chemicals and possible poisons in black hair care products.

"Having a chemistry background, I was amazed by the number of chemicals in black hair products and this only made me want to explore the herbs, oils and butters our ancestors had used that were just as effective, if not more so." 

"I created Joliette in honour of my mother, for whom the brand is named and for my daughter and her growing head of gorgeous curls" Alicia Thornthwaite, Owner , AfroDeity Ltd"


Joliette, Alicia's mother, a former headmistress loves the Joliette range.

"I am now natural and I have been testing the Joliette range for AfroDeity. I was apprehensive at first about going completely natural and had only planned to have my hair out and natural during the Summer holidays. I have been wearing wigs for many years and have had damage to both my hair and scalp from relaxers. After using the Joliette Hair Mud Mask my hair was so soft and manageable that I was so happy to go back to my natural hair. I went natural that day and never looked back

"I also want to be a role model to my granddaughter and the many young black women I interact with daily."


We love to hear from you it really makes our day! We have used these products and love to talk about them. For general information and to suggest new products contact the AfroDeity Team.

You can find us on FacebookTwitterPinterest and Instagram



We are a Small Business Sunday Winner chosen by Theo Paphitis of Dragons Den. See our Profile here


We won the Diva Brand of the Year Divas of Colour 2015 

We won an EBR award for Best Retail Business on 2014

AfroDeity won EBR Best Retailer Award

Our business was also endorsed by the CEO of Ann Summers Jacqueline Gold as we won her Women in Business award.




Click Here for an co founder Alicia Thornthwaite's Interview at the In Business For Good Virtual Summit.

See more Press here

Please feel free to email with any comments.


Embrace Your Inner AfroDeity!!