Efiya Asabi was simply looking for something safer for her then-six-month-old son for the eczema on his skin. Now the natural soaps and body creams she developed 28 years ago have blossomed into a beauty and lifestyle products business, called Iyoba, now in 150 Target stores.
"There were no products on the market that were effective," Asabi said, who as a vegan was accustomed to coming up with her own recipes. "I just had the mindset that I have to make it. So I said, 'Let me experiment.'"
Iyoba's…
