Translated from the Tiv dialect, "Usu" (pronounced "ooo-sue") can mean ‘light’, ‘torch’, or ‘fire’. We grew up hearing this word often because our family is Tiv, a tribe of Nigeria.

When our parents immigrated to the United States almost 40 years ago, they took a chance on creating a new life for themselves and for their family.

They blazed their own trail.

At the heart of Usu Co., we believe in celebrating all the things that make you unique.

The scents and stories we share are reminders of the culture we've grown up in, because that culture is what gives us the courage to step out, be bold, and blaze our own trail.

Whether you're a hopeful artist, entrepreneur in a crowded field, a First Gen kid learning how to balance your passion with tradition, or anyone in between,

now is the time to spark your fire.

We're here to help light the way.