To Be Hawai'i
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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:
overview
about
To Be Hawai‘i is a Maui-based brand making small-batch skincare, lip care, and body products. Highlights
• Compostable & glass packaging
• Locally sourced botanicals
• Handcrafted in Maui
• Cruelty-free & vegan
• Community wildfire relief
sustainability
details:
Packaging
Their lip butter balms are poured into recyclable, compostable cardboard tubes with push-up lids instead of plastic sticks. Liquid products are packaged in amber glass bottles with dropper tops and come in recyclable paper boxes. Solid items such as the Bamboo Açai Scrub are housed in reusable glass jars with metal lids. All labels, inks, and shipping materials are designed for minimal environmental impact (e.g. recyclable paper and cardboard).
Ingredient Sustainability
Our representative analysis showed a consistent commitment to botanical, biodegradable ingredients. For instance, the Guava Nectar Lip Butter contains only plant oils and waxes. There are no petroleum-derived or non-biodegradable substances in the balm; even the flavor/fragrance is from natural extracts rather than synthetic aroma chemicals.
A large proportion of ingredients are USDA-certified organic, and the brand sources locally wherever possible.
Energy Use and Footprint
To Be Hawai‘i operates on a small-batch, locally focused production model that helps minimize its carbon footprint. All products are handcrafted with aloha on Maui in-house. Local manufacturing and sourcing also reduce transportation emissions.
To Be has not publicly disclosed detailed data on its energy usage or greenhouse gas emissions, and we found no evidence of a formal carbon-neutral or renewable energy program.
Waste Management
The company produces in small batches, which allows for tight quality control and avoids large volumes of unsold inventory or product waste. Many of To Be's formulations are water-free (anhydrous) or low-water, such as solid lotion bars, oil-based serums, and soaps, which reduces water usage in manufacturing.
Business Model
To Be Hawai‘i's business model encourages mindful consumption and quality-over-quantity. This philosophy is reflected in a curated product line that covers essentials (skin care, lip care, body, hair, home scents) but does not flood the market with constant, unnecessary launches.
non-toxic
details:
All reviewed product formulations are 100% free of parabens, phthalates, sulfates, PEGs, ethanolamines (MEA/DEA/TEA), formaldehyde-releasing preservatives, synthetic dyes, and synthetic fragrances. To Be uses organic natural flavor oils and essential oils for scent/flavor, which are stated to be free of phthalates and other toxins found in many conventional fragrances.
The brand published the full INCI ingredient lists on every product page.
social responsibility
details:
The company's products are handcrafted on Maui by the founder and a small team, which means labor conditions are directly controlled and likely meet U.S. labor standards (fair wages, safe working environment). Keeping manufacturing in-house and in Hawai‘i avoids the risks of exploitative labor that can occur in outsourced overseas factories.
To Be Hawai'i is 100% cruelty-free and certified by Leaping Bunny.
Notably, the brand launched a special “To Be ‘Ohana” collection in response to the devastating Maui wildfires of 2023, with 10% of profits from that collection donated directly to Maui local nonprofits on a quarterly basis. In general, To Be frequently weaves Hawaiian culture and community into its brand storytelling. Product scents and names pay homage to local flora, places, and traditions, helping to celebrate and educate about Hawaiian heritage. The founder, Karli Rose, participates in community entrepreneurial programs; the company is part of Mana Up's cohort of local businesses and is showcased by the House of Mana Up, which supports Hawai‘i-based makers.
