Kuleana is a uniquely Hawaiian value and practice which is loosely translated to mean “responsibility.”
The word kuleana is a magical concept that refers to a reciprocal relationship between the person who is responsible, and the thing which they are responsible for.
For example to have a kuleana with the earth we need to care for it and to respect it, and in return, the earth has the kuleana to feed, shelter, and clothe us.
It is in this spirit that Kuleana Beauty was born.
Kuleana beauty products are part of a zero-waste, community-based farming and production system of food, renewable fuel, and skincare – setting a new standard of sustainability that’s making a HUGE impact in Hawaii and beyond. In 2015, Kuleana’s Maui-based parent company, Pacific Biodiesel, began collecting excess macadamia nuts from local processors on Hawaii Island. Thier plan was to press the nuts – which would have otherwise been discarded as food waste – into oil used to produce a renewable fuel. In the process, they learned more about Macadamia nut oil and its many health benefits for hair and skin and soon began producing the oil into a luxurious beauty oil.
All of Kuleana’s beauty oils and cleansers are made in Hawaii with locally grown ingredients such as Macadamia Nut Oil, Kukui, Coconut, Avocado, Green Coffee and Sunflower oil made from acres of blooming sunflowers farmed on Maui’s central valley.
Kuleana’s products are all natural, cruelty free, vegan, GMO-free, biodegradable and contain no synthetic fragrances or colors.
I am so OBSESSED with this company not only do they have an AMAZING origin story, they also have products that deliver serious results.
I have been using the NOURISH Gentle Face Wash and my skin has never been cleaner! As the name suggests it’s super gentle so it hasn’t angered my rosacea, it lathers up nicely and leaves my skin oh so soft and clean. I’ve also been adding a drop of the Nourish Beauty Oil to my moisturizer to give it a supercharged boost in combating the effects of this dry desert heat.
Available in three blends: Soothe (for all skin types), Nourish (for dry skin) and Rejuve (for maturing skin) the beauty oils are uber moisturizing and absorb quickly without greasy residue. I like to apply to my skin right after I get out of the shower and mix with a drop of essential oil for scent. The oils themselves have a kind of nutty/earthy fragrance with a slight hint of coconut- not the synthetic coconut scent most of us are used to but the scent of a REAL coconut- so I like to give it a little boost.
I can’t even begin to explain what a HUGE difference applying these oils has made to my skin. My skin looks plump, dewy and dare I say almost Islandy!
They are also about to launch an SPF 30 Reef-Safe Sunscreen which I can’t wait to try!
Simple, effective and sustainable. I’m all in!
Visit KuleanaBeauty.com to experience Kuleana.