Eco Tales: Stories Behind the Brands - Interview with Kristina Dunn, founder of RUA Beauty.

May 6

inspiring stories | eco-responsible tips

May 2024

"The beauty industry is a sea of BS contrived by marketing in order to achieve sales. RUA is here to challenge and change this!"

 

Welcome to the inaugural feature of "Eco Tales: Stories Behind the Brands," where we unfold the pages of brands that are carving a niche in the world of sustainability.

For our first episode, we are delighted to present our client Kristina Dunn, the innovative mind behind RUA Beauty, as our first storyteller. Through this series, we’ll plunge into the deep ends of passion, perseverance, and the pursuit of eco-responsibility that drives entrepreneurs like Kristina. Join us as we unravel the ethos, practices, and dreams that propel RUA Beauty forward in the sustainable space.

Behind the Brand

Kristina, I'm so excited to chat with you. For those who don’t know you yet, could you tell us a bit about yourself and what you do?

Hi Giada, it is a pleasure to be here today. I am Kristina Dunn, an expert in natural skincare, cultivating expertise in my field for over a decade. I am the founder and formulator of RUA, Nordic Beauty. A brand pushing boundaries in clean beauty with our minimal, high-performing skincare products encompassing Nordic botanicals, the Norwegian Sea, and our strong Nordic values; quality, functionality, and sustainability at the heart of all we do.

Kristina Dunn, founder and formulator of RUA, Nordic Beauty
©️ RUA Beauty

The spark of RUA

What sparked the dream of RUA? Was there a moment when you just knew this was what you wanted to create?

At 28yrs old I was diagnosed with perimenopause and informed I’d likely not be able to have children. Devastated, I wanted answers. A strong belief in my hormonal imbalance was believed to be linked to cosmetics. My mother worked in the cosmetic department at the former US department store JCPenney’s. Courtesy of her job, from an early age, I was bathing in bubbles, colourants, lotions, and creams. Alongside the time I was diagnosed with early menopause, I was volunteering for Greenpeace and spotlighted one of their actions, toxic beauty. I began to dig deeper, searching for answers.

"I dove headfirst into the world of natural cosmetics after a personal health revelation, transforming my passion into the global brand RUA is today."

 

Here is where I learned that cosmetics in the USA are unregulated (I am American), and research about toxicities in cosmetic ingredients began to surface. The main conclusions in this research were predominantly disruption of the endocrine system, hormonal balance, and, in some cases, even as extreme as links to cancer. The conventional beauty went straight into the trash, and I dove head first into the world of natural cosmetics.

It began with mixing coconut butter body balms on my kitchen counter. I instantly discovered I had a talent for formulating and loved it! This led to several online courses and a formulation course in London. I took this basic knowledge and began organizing design markets for independent producers in Oslo, a platform that helped fund my project, and it was fantastic market research. This then led to an education in natural skincare, and today, holding Diplomas in Organic Skincare Formulation, Science, Anti-Aging Certification, Beauty Business Management, and IPHM Accredited Facial Yoga & Massage Instructor. Today, RUA is scaling into a global brand with established retail partners on 4 continents.

The journey of every brand is filled with ups and downs. Could you share one of those roller-coaster moments and how you navigated through it?

Where to even begin? HAHA.

The first thing that comes to mind is trademarking! As a rookie in business, I chose to place trademarking aside in the beginning stages (it’s expensive!).

After 1 year from launching, I realized I needed to proceed with the trademarking and quickly learned we had trademarking issues in the USA. My lawyer advised me that in order to avoid being denied by the USPTO, I would need to change the brand name. I was floored. My stress went through the roof, and I don’t think I slept for 3 days straight. It was extremely painful having to let go of the brand name identity. The name, logo, website, and SoMe handles all needed to change.

But, as all entrepreneurs learn to do, I face problems head-on and solve them. This is basically what our job is: problem solver. Challenges erupt daily, and I quickly learned this in the early stages of creating this brand. So, my only option was to head to the drawing board and simplify the process. This is when RUE became RUA.

Sustainable Essence

Sharing a focus on sustainability and building a mission-driven business is something very close to my heart. I’m elated to have your perspective on this. To start, I’d love to hear what sustainability in business means to you.

Ah, sustainability, the word of 2024.

In all honesty, sustainability does not exist in any business. Because, what is sustainable? Oil and petroleum are being burned in-order to produce and transport all goods. Energy is used to control temperature (heating or cooling) and power all facilities producing raw materials, packaging, and the final product. Immense amounts of water are used from all sides of producing a product (do not believe any brand that promotes being “waterless” - this is pure greenwashing). Insane amounts of garbage is produced in forms of packaging starting from the supplier, to the creator, to the consumer. It’s literally a never-ending cycle of trash.

But, with this said, there are sustainable choices brands can choose to make to reduce this. At RUA, we believe in transparency. We are honest with our customers. Choices we have made to improve the sustainability in the supply chain are the following:

Packaging materials

Limited plastics
Certified sustainable paper sources

Reduction of C02 emissions by partnering with green transport companies
A C02-neutral production facility
All products are produced in Norway

Norwegian energy comes from hydro-power, not coal or nuclear

Raw materials, 98% sourced from EU

NO use of ingredients from the Amazon or other rainforest regions

I.e. - coconut oil, palm oil, rosewood

NO use of threatened endangered species

Bakuchiol, sandalwood, frankincense, baobab, argan

Waste chain in Norway

Norway prides itself on being a leader in sustainability and waste management, with 98% of all plastic bottles recycled. We ensure all plastic and shipping materials are sorted and handled to the appropriate recycling facility.

Currently, we are devoted to improving this by creating a full circular packaging system.
EU compliant

new regulations are being implemented by the EU to reduce packaging waste, and RUA is included in this movement.

Making a positive impact is what RUA strives for. How do you define success for RUA, especially when it comes to sustainability and making a difference?

We are a pioneer in the natural skincare industry and have always had sustainability at the base of all we do. We are successful in this because we closely follow innovation in packaging, ingredient sourcing, and energy. Helping us improve our environmental impact as we scale and become the leading Scandinavian sustainable skincare brand.

RUA’s most powerful duo: Soothe & Hydrate.
©️ RUA Beauty

Diving into the heart of your products, could you tell us more about the sustainable practices that are non-negotiables for RUA? How do you maintain this commitment in every product you create?

Local production! This is non-negotiable for us. We maintain this commitment by producing each product in our C02 neutral lab and in Norway, which stated above is powered through hydro-power vs. coal or nuclear that is found in the remainder of the world.

RUA’s embossed detailed on their sustainable packaging.
©️ RUA Beauty

RUA’s packaging is made with eco-responsible fibres.
©️ RUA Beauty

Design and Eco-Consciousness

Choosing to work with me for your branding and sustainable packaging needs was a big decision. What made my studio stand out for you?

Impeccable design details! From the very first image found on Pinterest, it was easily recognized that the details in the designs showcased were going to set us apart from the slew of brands out there! We also recognised the dedication to sustainability when it came to packaging materials and the knowledge of innovation in these materials. It is clear, the branding result we created has helped catapult us onto the global market. Branding is everything.

RUA’s sustainable packaging, designed by Giada Tamborrino Studio
©️ RUA Beauty

"The beauty of our packaging isn't just in its design, but in its ability to evoke the calm serenity of the Norwegian forest."

 

Giada working on RUA’s sustainable packaging, 2019.
©️ Giada Tamborrino Studio

Our collaboration was (and still is!) an exciting journey we embarked on together. Could you share a bit about what this collaboration was like from your perspective?

It has been a pleasure since the first meeting. Not only is the design exception in each detail, the design process is super organized, supportive, and always with positive communication.

Is there a particular element of the packaging that you feel truly captures the essence of RUA?

Our entire branding design captures the essence of RUA, soothing, calming, and connected to nature. It’s as though one can immediately smell the Norwegian forest and feel its calm serenity from the very first moment coming into our online store. The outer packaging was designed to stimulate touch and texture, subconsciously filling the body with joy. The texture and scent of our formulas transport the soul to a serene paradise. And, the calming neutral gray color perfectly captures the simplicity of Scandinavian design and the simplicity of our skincare routine.

Reflecting on our project, what’s one piece of advice you’d share with a brand thinking about taking a similar step towards sustainable and ethical branding?

Thoroughly research the supply chain. Know your values and challenge suppliers regarding their “sustainability.” Ask questions! There is A LOT of greenwashing out there. We, too, have fallen subject to it.

"Lastly, hire a designer, such as Giada, who has innovative skill in sourcing sustainable materials and can navigate through the soup of greenwashing suppliers."

 

Visions for Tomorrow

Looking ahead, what's the big dream for RUA? Any exciting plans or projects that you're working towards?

Our 100% circular packaging system! It’s been 2yrs in the making and we are FINALLY reaching the final stages. I cannot wait to share this with the world.

Close-up of RUA’s sustainable packaging, designed by Giada Tamborrino Studio
©️ RUA Beauty

Is there anything else you’d like to add?

The beauty industry is a sea of BS contrived by marketing in order to achieve sales. RUA is here to challenge and change this! She has only begun to touch the iceberg of her plans to disrupt the beauty industry. Being the purest of all beauty, the daughter of Mother Earth, her mission is to take a stand in preserving and protecting her mother and all the women who walk in her steps. To me, THIS IS BEAUTY.

Follow the Journey

As we wrap up this lovely chat with Kristina Dunn, we hope you’ve gleaned insights into the unwavering commitment and innovative spirit that defines RUA Beauty. Let us know in the comments what inspired you the most, and stay connected as we continue to share more inspiring stories from brands that are not just selling products, but are also zealously advocating for a sustainable future.

Look for our next feature, and join the conversation as we spotlight the trailblazers in sustainable branding.

You can follow RUA Beauty on Instagram @ruabeauty, or shop via www.ruabeauty.co

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Giada Tamborrino