Introduction to Ayoosh Foundation
The Ayoosh Foundation is a non-profit organization based in Johannesburg, South Africa, established to empower women, uplift underprivileged communities, and restore dignity to those often forgotten or marginalised by society. What began as a heartfelt mission to give back has evolved into a multifaceted empowerment and enrichment program offering not only food relief, but also mental health services, career support, legal aid, healthcare access, skill-building, emotional mentorship, and holistic rehabilitation.
Ayoosh Foundation operates from a belief in long-term, sustainable transformation—not short-term relief. It exists to ensure that every individual, particularly women and children, are given the resources, care, and support they need to stand on their own two feet, emotionally, economically, socially, and spiritually.
We work daily with women rebuilding after abuse, widows with no support, youth lacking direction, and families without food—offering them more than just a meal or a financial handout. We offer a path forward.
Why We Exist
The idea behind Ayoosh Foundation was born from lived experiences—the kind that break many but inspire others to fight for change. Our founder, Aisha Haroon Joosub, a single mother and entrepreneur, knew what it felt like to have nothing but a strong will. Her personal journey through divorce, rebuilding a life from the ground up, and ultimately on the journey to launch brands like Ayoosh Skincare, Ayoosh on the Go, and Authentically Ayoosh, formed the spiritual and operational DNA of this foundation.
Her purpose was never charity alone. It was empowerment. Restoration. Human dignity. Confidence. She knew women don't just need food or clothes—they need healing, hope, and the freedom to imagine a future.
That's how Ayoosh Foundation became more than a food relief program—it became a full-spectrum ecosystem for healing and growth.
Career Development & Who We Serve
Career Development & Life Direction Support
We work with career coaches, recruiters, and advisors to guide women and young adults who are:
- Re-entering the workforce after years of caregiving or trauma
- Starting their first job search
- Considering vocational shifts after financial instability
Our services include:
- CV and cover letter writing workshops
- Interview preparation sessions
- Job readiness training
- Access to internship and apprenticeship opportunities
- Referral letters and job portal support
This is especially vital for young single mothers, school leavers, and survivors of abuse trying to create new lives.
Who We Serve
We serve all who come to us, but our primary focus is on:
- Women in crisis, including survivors of domestic abuse, unemployed mothers, and women transitioning out of toxic or codependent households
- Children in vulnerable households who are often malnourished, uneducated, or neglected
- Elderly individuals who are abandoned or living alone
- Young people who have dropped out of school or are unsure of their next steps
- Men in emotional distress who are often ignored by social services
We believe everyone deserves the right to be heard, helped, and healed—and we serve without judgment or discrimination.
Our Funding Model & Founder
Funding Model
Ayoosh Foundation is partly funded by private donations and grants, but it is primarily powered by the profits from brands under the Ayoosh umbrella, including:
- Ayoosh Skincare
- Ayoosh on the Go
- Authentically Ayoosh
A fixed percentage of profits from every product sold goes directly into the foundation's operating budget. This model ensures financial sustainability and long-term impact.
Our Founder's Role
While Ayoosh Foundation is not about its founder, it was her lived experience, vision, and values that gave birth to this initiative. Aisha Haroon Joosub, a divorced single mother who built her own success story, ensures that the foundation remains people-centered, ethically run, and spiritually grounded.
She remains actively involved—not from an office—but on the ground, working alongside the women and children she serves.
Our Logo & Identity
Our logo features three feathers—white, brown, and gold—set against a deep green background:
- White represents new beginnings, cleansing, and spiritual renewal
- Brown symbolizes stability, earth, and strength—a grounded core
- Gold reflects growth, value, and radiant transformation
- Green stands for hope, healing, and nurturing growth
Together, these elements capture our purpose: to nurture, elevate, and transform.