About Us

Spreading Love, Positivity & Inspiration

Affirmation Effect is a small, Black-owned business founded in 2014 by husband and wife duo Allister and Denise Hill. Based in Los Angeles, California, our journey began with something very personal: our son.

At just 9 years old, our son came home from school feeling hurt and questioning whether he was special. As parents, we wanted to find a meaningful way to remind him of his worth and help build his self-confidence. We began placing positive affirmations on his school apparel—words he could see and carry with him throughout his day.

The impact was immediate. What started as a simple reminder for our son began inspiring others who saw the messages. That experience became the foundation for Affirmation Effect.

Our Mission

We believe words have power.

An affirmation can be a simple reminder of who you are, what you believe, and what you want to carry with you each day. At Affirmation Effect, we create products designed to make those positive reminders part of everyday life—at home, on the go, and wherever life takes you.

Our mission is to spread love, positivity, confidence, faith and inspiration through products that encourage people to embrace their style, passion and individuality.

What We Create

Today, Affirmation Effect has grown beyond inspirational apparel into a home and lifestyle brand centered around positive affirmations.

Our collections include:

• Affirmation Candles made with coconut wax and inspirational messages

• Room Sprays to bring fragrance and positive energy into your space

• Reed Diffusers for continuous home fragrance

• Wax Melts & Candle Warmers

• Inspirational Apparel & Accessories

• Journals and Meaningful Gifts

• Candle-Making Experiences for individuals, couples, celebrations and groups

• Wholesale, Corporate Gifting and Custom/Private-Label Opportunities

From “I Am Loved” and “I Am Enough” to “Blessed,” “Fearless,” “Grateful” and “I Am Strong,” our products are created to pair meaningful words with everyday experiences.

More Than a Product

What makes Affirmation Effect different is the intention behind what we create.

We don't believe an affirmation should be something you say once and forget. We want our products to serve as everyday reminders—something you can wear, light, use, give to someone you love, or keep nearby when you need encouragement.

Whether you're starting your morning, winding down at the end of the day, giving a meaningful gift, or simply reminding yourself of your worth, we want Affirmation Effect to be part of that moment.

Our Commitment to Community

Giving back has always been part of who we are.

Affirmation Effect is a devoted supporter and council member of Single Moms Planet, a nonprofit organization committed to empowering single mothers and their families. We believe that business can be a force for good, and we are committed to using our platform and our purchases to help positively impact lives.

Our commitment to community extends beyond our products. We believe in encouraging people, supporting small businesses and creating opportunities to spread positivity wherever we can.

Our Story Continues

What began as two parents looking for a way to encourage their son has grown into a brand that reaches people through apparel, home fragrance, gifts and experiences.

We are grateful to every customer, retailer, partner and supporter who has helped Affirmation Effect grow.

Thank you for allowing us to be a reminder that you are loved, you are worthy, you are enough, and your words have power.

Welcome to Affirmation Effect.

Embrace Your Style, Passion, and Individuality: Empowering Affirmations for Self-Confidence and Expression!