Ajala was established by British-Nigerian doctor and entrepreneur, Margaret Bolagi. Drawing inspiration from the rich heritage of the Igbo culture, the brand's visual identity is rooted in the traditional art form Uli. Historically practised by women, Uli involves intricate tattoo-like designs on the skin which perfectly resonates with Ajala’s ethos, a female-led business dedicated to crafting beauty for the skin.

Inspired by the fluid shapes and curves of Uli art, the hand-drawn emblem in the logo reflects this organic elegance, while the minimalist background and grid system allow the text to flow down the page, mirroring the graceful movement of Uli designs across the body.