Introducing AYUNA: Next generation sustainable beauty brand

AYUNA is a revolutionary beauty brand merging minimalist principles with advanced biotechnology, crafting skincare formulations that prioritises purity and the environment. The brand embraces a modern and integrated approach to beauty based on Well·Aging & Mental Beauty, which promotes a lifestyle that supports aging gracefully, leading us to connect with beauty in a conscious and positive way.

AYUNA believes that beauty is about living transparently, radiating confidence and promoting a positive internal dialogue reflecting outward well-being and self-respect.

SUSTAINABILITY PURPOSE

AYUNA embodies sustainability with a ‘less is more’ philosophy in every aspect, from ingredient sourcing to packaging. As a beauty pioneer, it achieves a 99.9% lower water-footprint in cultivating natural sources, using a fraction of the water compared to traditional methods. AYUNA represents a commitment to pure, effective and safe cosmetics and employs Green Technology to formulate with responsibly sourced, clean, and non-toxic ingredients. This dedication sets a new standard of beauty, reflecting the brand’s dedication to environmentally conscious practices and the production of pure, clean ingredients.

WATER MANAGEMENT

The beauty brand and its key suppliers constantly monitor their water footprints. The natural ingredients used in the brand’s skincare products such as essential oils, antioxidants, food extracts, and bio-sugars require upwards of 99% less water than traditional cosmetic formulas. The brand’s 3% water reduction target for 2025 is reinforced by bi-annual monitoring.

A wide range of water conscious initiatives are embedded within the supply chain consisting of waste processing programmes, filtering gardens for treating wastewater, and ethical sourcing criteria and auditing. Ayuna’s local key suppliers are globally focused and accredited by third-party certification schemes covering natural and organic ingredients as well as management systems. With over 90% ingredient traceability, Ayuna’s key partners use less arable soil, protect a larger proportion of biodiversity, and save a greater share of water than conventional suppliers and manufacturers in the beauty and fragrance industry.

HAZARDOUS MATERIALS

Ayuna and its supply chain partners place emphasis on third-party verification from cosmetic certification bodies such as COSMOS and, in particular, MADE SAFE. Certified seals of approval ensure that Ayuna products are based on natural formulas with utmost protection for human health and ecosystem vitality. Instead of using chemicals, product ranges include ingredients that derive from natural elements such as plasmas and botanical molecules.

Ayuna publicly discloses the contents of its skin creams, masks, eye serums, and all other personal care products. Rigorous testing and third-party accredited reports demonstrate that no hazardous waste is generated in the environment from supply chain sourcing to consumer distribution. Reports are regularly transmitted to Ayuna whose products comply with EU REACH and the California Proposition 65 RSL Chemicals List.

INNOVATION

The Ayuna innovation strategy is all-encompassing from product composition and packaging to collaboration with consumers and academics. Since 2017, Ayuna has been working on the concept of well aging, which embraces graceful lifestyle changes that honour mind-body-skin care. The brand’s research and product development draw on both positive psychology and psychoeducation.

A recent Ayuna-driven co-published academic study titled: ‘Mental Beauty: The Unexplored and Positive Impact of Cosmetics on Self-Perception and Psychological Well-Being’ featured at the 2023 Congress of the International Federation of Societies of Cosmetic Chemists. The study, which cites results from a clinical trial involving 121 women who regularly use cosmetics, is part of a larger ongoing collaborative project. Ayuna’s packaging innovations consist of 100% reusable ceramic containers and upcycled cardboard, which are also waste-free and substitute for adhesives and auxiliary substances.

AYUNA want more. In the coming years, AYUNA’S next steps toward sustainability rely on biotechnological development to obtain more effective ingredients and processes with a lower environmental impact, aiming to preserve soil and environmental resources. Simultaneously, AYUNA will pay special attention to enhancing the sustainability of their packaging, addressing aspects from its conception, to its biodegradability and recycling, considering its entire lifecycle.

“AYUNA was founded on the principle that the world doesn’t need more beauty products; it needs better ones. We aim to offer a more conscious approach to beauty by crafting eco-luxury, biotech skincare that respects the skin’s complex formula. AYUNA’s core mission is to redefine beauty by offering clean and high-grade formulations catering to all ages, skin types, and genders. We believe in mastering the art of simplicity while delivering comprehensive results and having a positive dialogue with the user.”

“To embrace Positive Luxury is to embrace sustainability – a vision that extends far beyond and takes into account all business areas, comprehensively evaluating everything from product to production processes, ingredient sourcing, packaging, energy management, and corporate governance. Receiving the Butterfly Mark is an opportunity to showcase our sustainable practices and demonstrate a transparent commitment. Our long-term goal is a continuous improvement across all aspects of the company, thereby solidifying our commitment to sustainability.”  Begoña Sanjuán and Isabel Ramos, Co-Founders

For more information please visit ayuna.co

And also on Positive Luxury under Real Changemakers

DISCOVER MORE BEAUTY BRAND STORIES HERE.