Nuele

Packaging

The brand primarily uses infinitely recyclable materials like glass and aluminum for product containers. All packaging components are stated to be recyclable, and shipping boxes are plain, uncoated cardboard with minimal filler to reduce waste and freight footprint. However, some plastic is still present (e.g. caps, pumps, spray nozzles), which the company acknowledges (“caps that we can't get away from, yet”).

Ingredient Sustainability

nearly every ingredient is plant-based, biodegradable, and sustainably sourced. The formulas feature certified organic botanical ingredients (e.g. jojoba, moringa, argan oils) and naturally derived functional ingredients (coconut-based surfactants, sea kelp, aloe, etc.), with an emphasis on agricultural sustainability. Nuele explicitly avoids petrochemicals. The ingredient lists contain no petroleum-derived silicones or mineral oils, instead using vegetable oils and plant extracts. The chosen surfactants (e.g. Decyl Glucoside, coconut soaps) are well-known for being readily biodegradable.

The company works directly with farmers around the world to source key ingredients, ensuring they are grown ethically and often organically. Ingredients come from regions like Ghana, Kenya, Morocco, and India, and suppliers meet fair labor and quality standards. By obtaining oils such as moringa, argan, shea, and baobab from their native communities, Nuele supports sustainable agriculture in those areas. Nuele also emphasizes high value-add processing at the source (pressing oils locally), which incentivizes environmental stewardship by increasing farmers' income from the crops.

Energy Use and Footprint

Nuele has not yet communicated a broader renewable energy use or carbon offset program. Manufacturing is done in the USA, but there's no indication that the production facilities run on renewable electricity. The brand has not announced carbon neutrality or participation in formal carbon offset schemes for its operations.

Waste Management

Several Nuele products (e.g. Hair Serum, Shea Moisturizer, Hair Mask) are waterless formulations. This reduces the use of water as a formulating ingredient. Nuele provides guidance on how to dispose of or recycle product packaging, partnering with programs like the Pact Collective to help customers find where to recycle empties.

Business Model

Nuele is a relatively young brand that started with a single hero product (the Hair Serum) and expanded gradually. As of now, the brand offers a limited collection of haircare items (around 8–10 products total), focusing on quality and avoiding excessive product proliferation. A standout feature of Nuele's messaging is educating consumers that “less is more.”

Nuele was specifically founded on a “100% natural and organic” clean beauty standard, and the brand has obtained reputable third-party verifications of its non-toxicity (including MADE SAFE® and EWG Verified™ certifications. All formulas are free of parabens, phthalates, petrochemicals, sulfates, silicones, PEGs, EDTA, synthetic dyes, and synthetic fragrances.

Nuele does not use strong synthetic preservatives like parabens or formaldehyde donors. Instead, preservation is achieved with ingredients like caprylyl glycol and plant extracts (e.g. wasabi, garlic, frankincense have antimicrobial properties)

Nuele avoids even lesser evils. For example, some “natural” brands use phenoxyethanol (a synthetic preservative). Nuele does not.

Nuele works directly with farmers and suppliers in countries such as Ghana, Kenya, Morocco, and India to procure ingredients like moringa, shea, argan, etc. The brand states that all their ingredient suppliers meet global fair wage standards and work principles, with no child labor involved. By ensuring some processing (like oil pressing) is done at the origin, Nuele enables farmers to earn higher income from value-added goods.

Nuele is manufactured in the USA (likely in an FDA-certified facility), which means domestic labor standards (minimum wage, OSHA regulations, etc.) apply for the production process.

Nuele is a 100% cruelty-free and vegan haircare brand, demonstrating solid commitment to animal welfare. This is not yet backed by third-party certifications like the Leaping Bunny or PETA's Beauty Without Bunnies.

Nuele goes above and beyond in engaging with and giving back to communities, reflecting a deep social responsibility that extends outside its direct business operations. Notably, they donate to Living Beyond Breast Cancer, an organization that provides resources and support to people affected by breast cancer, and to The Loveland Foundation, which offers financial assistance for Black women and girls to access therapy. Also, Nuele's direct trade model inherently supports the communities in Ghana, Morocco, Kenya, and India where their ingredients are sourced. Nuele even partners with their moringa supplier (True Moringa) to actively invest back into the community. For example, Nuele accepts donations on its website to plant moringa trees in Ghana.