Aww gurl signifies a passion for love, health and wellness, both physically and mentally, focusing on strength & empowerment, improving mental health awareness while making a 10% donation of the net profits to The National Alliance on Mental Illness (NAMI) for those with depression, anxiety and other mental health needs.

Aww gurl is an interjection used when someone thinks what they see is adorable. While it should technically be spelled with just one "w" (aw) instead of an overly enthusiastic (aww), we believe in life it's ok to be overly enthusiastic.