Honua Hawaiian Skincare was founded in 2015 by Kapua Browning, when the demand for her handcrafted Hawaiian products surpassed the capacity of her facial treatment room. Born and raised on O‘ahu, Kapua was an avid surfer and beach enthusiast who began noticing sun damage and pigmentation in her own complexion during her 20s. This personal experience ignited a passion for beauty, leading her to train in aesthetics and delve into the world of traditional Hawaiian healing and medicinal herbs.
With over a decade of experience as a licensed esthetician and extensive training in herbalism and product development, Kapua Browning laid the foundation for her unique, hand-crafted skincare collection, Honua Skincare. The creation of Honua provided Kapua with a platform to share her profound love for Hawaiian culture, its rich botanical heritage, and the art of aesthetics with a global audience. Growing up immersed in Hawaiian music, hula, language, and the spirit of aloha, she was inspired to infuse these intrinsic elements into her brand.
The Philosophy of Honua: Soil, Skin, and Soul
The name "Honua" itself signifies Earth, Land, or Foundation, underscoring the company's deep commitment to environmental stewardship. Taking care of the earth, our home, or 'āina is central to Honua's ethos. This commitment is reflected in every aspect of the business, from ingredient sourcing and packaging choices to community outreach and support initiatives. Honua actively seeks ways to give back to both the land and the Hawaiian community, striving to positively impact the growth of the Hawaiian ecosystem and agriculture.
Having been in business for just over a decade, Honua is proud to report a tangible impact. The company supports local Hawaiian farms, has contributed to the reforestation of native plants, assisted in funding interns at Hawaiian loʻi (taro patches), and donates to numerous Hawaiian cultural and immersion schools. Furthermore, Honua organizes beach cleanups to remove significant amounts of trash from coastlines and participates in reforestation and native planting events. For the company, "walking the walk" and making a difference is not just a goal, but a kuleana, or responsibility.
Skin: The Transformative Power of Nature
Kapua's passion as an esthetician is fueled by the transformative results and successes her customers experience with Honua products, and the sheer joy these customers derive from using them. Honua was conceived with the aim of delivering impactful results to everyone, utilizing the cleanest and most potent plant-based ingredients available. The focus is on using plants to address the root causes of skin concerns, mirroring the traditional approach to healing that Kapua's family embraced.
The company's philosophy extends to its product formulation, which integrates both Hawaiian native and non-native plants, alongside other medicinal (non-Hawaiian) plants, to effectively treat the underlying causes of various skin concerns. What began as a personal passion has flourished significantly, thanks to the support of its customers. Honua products are now cherished in homes across the globe, a testament to the power of Hawaiian botanicals and the dedication of this family business.
Soul: Sharing the Spirit of Aloha
Beyond the physical benefits for the skin, Honua carries a powerful message of Aloha, which is shared with every customer. Kapua's uncle, Moe Keale, imparted the true meaning of Aloha to her in childhood, and it has been her mission to disseminate this spirit globally. Hearing from customers worldwide about how the message of Aloha has positively impacted their lives serves as a profound testimony to the contagious nature of this spirit.
Honua offers a novel skincare experience where the daily facial ritual not only transforms the skin but also allows customers to connect with a touch of Aloha each day. From formulation to production, the spirit of Aloha is intentionally incorporated, evident in the quality and efficacy of the products. This special message is shared on the inside of every Honua box, encouraging customers to integrate Aloha into their daily lives.
Aloha, It’s More Than Hello | Noelani Kamalu | TEDxBYU
Traditional Wisdom Meets Modern Skincare
Honua's innovative products represent a harmonious blend of traditional Hawaiian healing botanicals and methodologies with contemporary skincare technology. The efficacy of these products stems from the use of "lāʻau," or Hawaiian healing botanicals, which enable the effective treatment of skin concerns without resorting to lab-created chemicals.
Key Hawaiian Botanicals
Some of the star ingredients in Honua's formulations include:
- ‘Olena (Turmeric)
- Noni
- Alo Alo (Hibiscus)
- Kukui (Candlenut)
- Kamani (Alexandrian Laurel)
- Kalo (Taro)
- Wai Niu (Coconut Water)
- ‘Awa (Kava)
- Laukahi (Broadleaf Plantain)
These skin-loving lāʻau are rich in vitamins, minerals, phytonutrients, and fatty acids, making them some of the most potent antioxidants available for nourishing and revitalizing the skin.
