Packaging
The brand uses predominantly glass bottles and jars (which are reusable and infinitely recyclable) with recyclable or compostable cardboard outer cartons. Inks for printing are vegetable-based (soy) and packaging production is powered by renewable energy (wind). Crucially, Honua has virtually eliminated single-use plastics: no plastic films or sachets, and only plastic caps/pumps remain as necessary components. The team openly acknowledges that these plastic closures are “not a sustainable or eco-friendly option” and is “working hard to find more ethical options”.
Ingredient Sustainability
The brand heavily utilizes renewable botanical ingredients and avoids high-impact ingredients (no petrochemicals, no persistent microplastics, no contentious palm, etc.). Honua’s founder has rooted the line in aloha ʻāina (caring for the land) which translates to careful ingredient choices. The company works with local farmers practicing regenerative agriculture and only wild-harvests when it can be done responsibly. This approach addresses issues like biodiversity and overharvesting: e.g., rather than using generic “algae extract” (which can drive overharvesting of wild algae), Honua includes seaweed in a culturally mindful way; instead of unsustainable sandalwood, they use a renewable sandalwood hydrosol in their mist, etc. On the synthetic side, Honua’s few lab-made additives (emulsifiers, stabilizers, preservatives) are chosen from the “lower-impact options,” substances like polyglycerin or sodium gluconate that are safe and biodegradable, rather than silicones or EDTA. They also leverage plant-based actives (like bakuchiol, a sustainable babchi seed extract, in place of synthetic retinoids). These practices collectively place Honua on a high level for ingredient sustainability.
Energy Use and Footprint
On the positive side, Honua leverages renewable energy in its production processes: the brand’s herbal infusions are “highly reliant on solar” energy (using sunlight to infuse botanicals, rather than electric heaters), and its packaging printing is done with wind energy. The company also benefits from a localized supply chain. Many ingredients are grown and processed in Hawai‘i, so the initial transport emissions are minimal (e.g., sourcing noni or turmeric from a neighboring island instead of halfway around the world).
However, transparency in emissions is lacking: the brand does not publish any data on its carbon footprint or energy consumption. There’s no mention of calculating or offsetting GHG emissions, and no third-party verified carbon-neutral claim. Additionally, while local sourcing cuts down on inbound transportation, Honua’s outbound shipping footprint could be significant.
Waste Management
All Honua products are handmade in small batches, which inherently reduces waste compared to mass production. Small-batch manufacturing means the brand can adjust production to demand, avoiding large overstocks that may go unsold. Honua’s packaging is designed for recyclability or compostability (glass bottles and jars, and paper boxes that are 100% compostable). This significantly cuts down on packaging waste reaching landfills. Honua’s product philosophy reduces waste through multi-purpose use and durable shelf life. Many of their products serve multiple functions.
What holds them back from a higher score is that the strategies aren’t yet fully developed or innovative: for example, they don’t (yet) have a refill system for liquid products, they haven’t reported on upcycled ingredients usage (aside from a bit in the balm), and the take-back program is still “in the works” rather than established.
Business Model
Honua’s business model strongly encourages slow, intentional consumption over fast-paced, trend-driven sales. Since its launch in 2015, Honua has maintained a small, carefully curated range of products (roughly 10 to 12 core products as of 2026). They are not churning out new collections every season or inundating customers with dozens of variations. Honua’s brand philosophy is rooted in traditional Hawaiian healing and long-term skin health, which inherently steers it away from short-lived trends. They are not chasing buzzy ingredients for the sake of marketing; instead, they emphasize timeless botanicals like noni, turmeric, and kalo (taro) with proven benefits.
