Karuna Skin Care: Tradition meets science and sustainability – article

A growing body of research links parabens, phthalates and other toxins common in personal care products with a range of health and environmental dangers—and shoppers are seeking clean, chemical-free alternatives. According to NIQ's What's Next In Wellness 2024 report, 61 percent of consumers say "natural" is more important to them now than it was five years ago, and 95 percent are trying to live more sustainably. Meanwhile, sales of "clean" beauty products have exceeded $400 million in sales, with robust growth expected to continue.

Along with clean ingredients, planetary health and wellness are priorities. Consumers care about sustainability, and sales of beauty and personal care products with such attributes as vegan, reusable packaging and plastic-free are showing significantly higher growth rates than those with clean ingredients alone. Younger consumers in particular are concerned about sustainability: Gen Z shoppers spend the most on environmentally friendly items, and 73 percent say they're willing to pay more for sustainable goods.

As companies respond to consumer demands, "natural" and "sustainable" personal care products are booming. But many of those products feature ingredients with little historical or scientific validation, and greenwashing claims abound.

"That's what makes Karuna Skin so unique," says Ryan Nelson, Vice President of Brand for Karuna. "We draw on the principles of Traditional Chinese Medicine (TCM), merging time-tested botanicals with evidence-based ingredients in a line of effective products that emphasize the importance of restoring skin balance and showing both ourselves, and our planet, a little more compassion."

Rooted in history, meeting modern needs.

Launched in 2009, Karuna was inspired by founder Linda Wang's personal experiences growing up in Taiwan. As a child, Wang struggled with rashes, eczema, allergy-related symptoms and ongoing issues that refused to respond to treatment. After many failed attempts to resolve her skin conditions, a TCM doctor prescribed an ointment made from traditionally used herbs. He instructed her to apply the ointment to her rash and then wrap it in plastic wrap to "push the medicine deeper." Within days, her rash was healed. That was her first introduction to what was, essentially, a sheet mask. The experience planted the earliest seeds of what would later grow into Karuna Skin.  

Years later, after being introduced to a new, innovative form of sheet masks during a visit to Taiwan, Wang was amazed by the immediate results. At that time, sheet masks weren't common or readily available in the United States, and she saw an opportunity. Drawing on childhood memories of the doctor who cured her skin conditions, she was inspired to share the benefits of Asian sheet mask technology infused with traditional herbs. When she launched Karuna, Wang was credited as the first to bring Asian sheet masks to the United States in a large-scale platform, at an affordable price.

As the company grew, Wang recognized a need for clean, balanced skincare every day—not just occasional masks. She expanded the brand to include cleansers, toners, moisturizers and other daily skincare products, facing off against industry giants and ultimately establishing a notable presence in a saturated industry. 

A perfect marriage of tradition and science.

TCM centers on the concept of qi, the vital life force that flows through the body, and its qualities of yin and yang. Wellness depends on harmonizing the opposing energies of yin and yang and restoring a balanced, unimpeded flow of qi. Any internal imbalance manifests first in the skin, resulting in a compromised skin barrier and manifesting as inflammation, sensitivity, redness, loss of elasticity and hydration, and visible signs of aging.

Promoting harmony and restoring the skin barrier through traditional herbs is central to the company's direction. Karuna's products feature common TCM botanicals like goji berry, centella asiatica (gotu kola), snow mushroom, Chinese licorice and other balancing ingredients. Used for thousands of years in TCM remedies, they're backed by promising research demonstrating their effectiveness in taming inflammation, protecting against free radical damage, improving skin wellness and supporting healthy aging.

While Karuna emphasizes time-tested herbs and historical knowledge, the company also respects science and developing technology. Their formulations merge the botanicals and principals of Eastern medicine with the science of Western technologies and clinically proven ingredients, for a comprehensive skincare line designed to accommodate evolving consumer needs and desires.

"We amplify the effects of historically validated ingredients with modern additions like hyaluronic acid, niacinamide and alpha hydroxy acids," says Nelson. "Our products achieve a balance of history and technology to restore balance, offset visible inflammatory concerns, and combat signs of aging like loss of firmness and elasticity. It's a perfect marriage of tradition and science."

Clean and compassionate: the company's promise.

In Sanskrit, the word Karuna translates to "compassion"—a concept that informs the company's values and practices, from ingredient sourcing and social interactions to environmental integrity.

"We believe compassion starts with self-care, but extends far beyond, to how we interact with other people and the planet," Nelson says. "That starts with clean ingredients, sustainably and responsibly sourced from nature, and responsible manufacturing. We eliminate anything that doesn't directly benefit the skin and continually assess ingredients—ensuring that we’re formulating products that take a holistic approach to skin health and overall sense of well-being."

All Karuna products are free from parabens, phthalates, sulfates and unnecessary additives. The company adheres to rigorous EU Cosmetic Regulations, excluding more than 1,400 questionable ingredients from their formulas. As a cruelty-free brand, they embrace ethical animal welfare practices.

Karuna's clean promise extends to the environment, with emerging initiatives aimed at protecting the planet. Packaging sustainability efforts include using post-consumer recycled material and FSC certified paper in bottles, containers and unit cartons. A majority of their masks are made from plant-derived, biodegradable fibers that retain 50 percent more moisture than synthetic versions. The company also works with suppliers and manufacturers to ensure raw material sourcing follows strict and sustainable policies, including ethical practices.

Innovating safe sunscreen solutions.

As Karuna evolves, innovative product offerings meet modern needs while upholding brand-defining values and principles. The brand’s newest introduction, Simply Sheer Daily Sunscreen SPF 40, blends tradition and science for safe, effective sun protection.

Scheduled to launch in August 2024, the collection was inspired by increasing concerns over chemicals in sunscreens and their potential to be systemically absorbed into the body. Zinc oxide and titanium dioxide, the only sunscreen ingredients designated GRASE (generally recognized as safe and effective) by the FDA, stay on the surface of the skin, with no absorption. The problem: they're heavy, often greasy, and leave an unpleasant white residue. To solve these issues, many sunscreen brands turned to nanoparticles—but questions about their safety remain.

"The most important step in a daily skincare regimen, and the most effective at preventing visible signs of aging, is sun protection," says Nelson. "We wanted to develop a sunscreen that was safe for daily use, one that balances and nourishes skin with traditional ingredients while offering broad-spectrum protection without questionable chemical UV filters. Our non-nano zinc oxide and titanium dioxide take sunscreen safety to the next level."

Unlike typical mineral sunscreens, these ultra-lightweight formulas melt into the skin, guarding against damaging UV rays, and leaving no white cast, chalkiness or greasy residue. Combined with goji berry, gotu kola (centella asiatica) and other botanicals designed to support skin barrier, they're available in three different variations, each offering specific corrective benefits:  

All three versions feature aloe vera, rich in potent antioxidants and shown to ease inflammation, as well as karanja seed, a natural UV filter and SPF enhancer to boost the skin's own defenses. Blended with postbiotics to help restore the skin's microbiome balance and fortified with a lightweight hyaluronic acid, all three protect, hydrate and nourish. They are gluten-free and, like all Karuna formulations, adhere to EU regulations and uphold sustainable practices.

"Our founder’s goal is to share the wisdom of TCM and traditional herbs with everyone, so they can experience the transformative power of balancing their skin," says Nelson. With its emphasis on clean ingredients and sustainability practices, Karuna is transforming not only the wellness-driven beauty market, but also the planet.