So, in search of the best ube in the country, we met Camelle and her farm. A small, family-run farm on a human scale, where ube is grown with care and patience.

What struck us most was the relationship. Not a “supplier” in the cold sense of the word. A person, a story, real know-how. Very quickly, we wanted to build something direct, clear, and lasting. A short supply chain, with no gray areas, where we know where the ube comes from, who grows it, and why it tastes so good.

Then we did what you do when you want to create a real product: we tested. A lot. Because we also tasted the other side of ube. Powders that were too raw, sometimes heavy on the palate, with earthy or floury notes and a dense texture that simply wasn’t pleasant.

So we spent six months working with a local workshop to create the recipe that felt obvious to us. Our difference comes down to one simple choice: we only use the heart of the root. That’s where everything happens, with a spray-drying process that preserves the color, flavor, and benefits.

Result: a finer, creamier powder with a naturally sweet taste and notes of vanilla and hazelnut. No bitterness. None of those “raw” notes you often find elsewhere. An ube you actually want to drink every day, not just try once.

We didn’t just want to “introduce” people to a rare ingredient. We wanted to make it desirable, simple, and above all, easy to bring into real life.

Our mission with Lilaya is to offer ube in its best form: a smooth, creamy, enjoyable powder you’ll want to make again tomorrow. Not an impulse buy. A little ritual.

A moment for yourself, beautiful and indulgent. Two minutes to prepare, a moment of calm, and that purple color that changes your mood.

That’s Lilaya: bringing a little softness into everyday life, without overdoing it.

We didn’t just want to create a beautiful brand around a beautiful story. We wanted to give it meaning, to contribute.

Every year, 3% of our profits are donated directly to Camelle’s farm. To train new farmers. And to make a real difference in daily life there: meal deliveries, equipment…

Lilaya is exactly that: a rare product, made with high standards, and a human relationship we are committed to protecting. Because deep down, ube is not just a flavor. It is a culture, a land, and people.