Brand Rating:

Honua Skincare

Top Choice

10/10

Score 10/10

The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:

Certifications

PETA Cruelty-free

Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice).
See how we rate.

Rated: February 14, 2026
Category: Beauty care
Subcategory: Body Care

Overview:

Sustainability 8.3/10

Non-toxicity 10.0/10

Honua Hawaiian Skincare is a Hawai‘i-based brand offering skincare products (facial cleansers, serums, oils, masks, moisturizers, and more) inspired by traditional Hawaiian botanicals.

Highlights:

Renewable energy production
Non-toxic formulations
Sustainable ingredient sourcing

Sustainability

score : 8.3/10

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.

Non-toxicity

score : 10.0/10

The vast majority of Honua’s ingredients are plant-based, food-grade, or naturally occurring compounds. Their formulas center on botanical oils, hydrosols, and extracts that are generally recognized as safe. Even the preservatives they use (like sodium benzoate, potassium sorbate) are food-grade preservatives used in natural/organic products, and are used in low concentrations well below any safety thresholds. The emulsifiers (like cetearyl glucoside, sorbitan olivate) are derived from edible plants (corn, olive) and are non-toxic. The few synthetic functional ingredients are carefully chosen for safety; for instance, Caprylhydroxamic Acid in the SPF is a gentle preservative derived from coconut, and Polyglycerin-3 in the balm is a polymer of glycerin (safe enough for food use).

There are no persistent bio-accumulative toxins, no carcinogens, no endocrine disruptors in their ingredients list, not even in trace form. The brand goes beyond compliance (which in the US still allows many questionable chemicals) to achieve a truly clean profile.

Honua does use essential oils and herbal extracts which can have allergens (like linalool in ylang ylang, or a potential chamomile allergy for ragweed-sensitive individuals). However, these are present in moderate, skin-tested amounts and provide therapeutic benefits (blue tansy, vetiver, etc., chosen for anti-inflammatory properties).

Social Responsibility

score : 7.2/10

Fair Labor

Honua’s products are handcrafted in Hawai‘i by the founder’s team. Being produced in the United States means the labor for manufacturing happens under U.S. labor laws, which mandate minimum wage, safe working conditions (OSHA regulations), no child labor, etc. Honua sources many ingredients from local Hawaiian farmers and artisans. By investing in local agriculture (for noni, turmeric, kukui, etc.), Honua is supporting the livelihoods of those farmers. Local sourcing also means greater visibility into labor conditions.

For ingredients not local to Hawai‘i (e.g., shea butter from West Africa, illipe from Borneo, some essential oils from abroad), Honua has not provided detailed information. There’s no public sourcing map or disclosure of whether those suppliers have fair trade certifications.

Animal Welfare

Honua does not test on animals at any stage of product development. This cruelty-free stance is verified by PETA. Honua is listed in PETA’s “Beauty Without Bunnies” program. Honua’s formulations are predominantly plant-based or synthetic; the brand is not 100% vegan, but it comes close. The only notable animal-derived ingredient in Honua’s product line is honey. owever, Honua sources this honey with exceptional care: they partner with Ho‘ōla Honey Farm in Hawai‘i, which is not just a farm but a bee rescue and relocation project. The bees are saved from extermination and given a safe haven; honey is harvested in a way that supports hive health (preventing swarming by relieving hive congestion).

Community Engagement

Honua Hawaiian Skincare distinguishes itself with genuine community engagement and social responsibility initiatives, particularly focused on Hawai‘i’s environment and cultural education. The brand’s contributions go beyond token donations, showing a strategic and mission-aligned commitment.