There is a persistent belief in the beauty industry that growth only becomes real when a brand lands a major retailer, secures investment, or builds a large team. But what if some of the most resilient and values-led indie beauty brands are growing precisely because they reject that model?
In this episode of Green Beauty Conversations, Formula Botanica CEO Lorraine Dallmeier is joined by Kristina Dunn, founder and formulator of RUA, to explore what it truly means to grow an indie beauty brand on your own terms – without Sephora, without investors, and without anyone else steering the ship.
Behind many successful indie beauty brands, such as RUA, is a founder quietly doing everything themselves – formulating, producing, selling, problem-solving and building community one customer at a time.
This kind of growth is slower and far less glamorous than what we often see online, but it can be deeply intentional, creatively fulfilling and financially sustainable in the long term. It is a path that prioritises control, integrity and purpose over speed and scale.
In this episode, you will hear what this alternative path really looks like in practice. From manufacturing every product in-house to choosing indie retailers over big retail and reinvesting every penny back into the business, this conversation offers an honest look at how indie beauty brands really grow.
If you are building – or dreaming of building – a beauty brand that reflects your values, this episode is for you.
“I believe in slow beauty, slow growth, and authenticity. I like to build community through transparency and trust from customers.” — Kristina Dunn
In this episode with Kristina Dunn, you will hear:
- What indie beauty growth really looks like behind the scenes: Kristina shares what it means to grow an indie beauty brand without investors, big retail or a team. She explains why slow, organic growth has allowed her to stay in control of her brand while building something deeply personal and resilient.
- Why staying a solo founder has been a deliberate choice: From formulation and production to sales and storytelling, Kristina does it all herself. She explains why wearing every hat has helped her stay lean, flexible and closely connected to her customers.
- The power of manufacturing skincare in-house: Kristina discusses why she has chosen to keep formulation and production in-house rather than moving to contract manufacturing. She explains how this approach supports quality control, freshness and the handcrafted nature of her brand.
- How RUA expanded globally without big retail: You will hear how RUA grew from Norway into markets such as Hong Kong and Macao within months of launch. Kristina explains why her brand resonates so strongly in Asia and how distributors approached her organically.
- Why indie retailers matter more than scale: Kristina shares why she has always chosen to work with indie retailers rather than large chains. She explains how values alignment, ingredient knowledge and storytelling play a crucial role in these partnerships.
Key takeouts include:
- Growth does not need to follow the mainstream beauty playbook: This episode challenges the idea that success in beauty must involve big retailers like Sephora, external investment or rapid scaling. Kristina’s journey shows that indie beauty brands can grow sustainably through word of mouth, community trust and intentional decisions.
- Keeping production in-house can be a strategic advantage: Rather than outsourcing manufacturing, Kristina produces every product herself in small batches. This allows her to maintain quality control, avoid overproduction and keep capital requirements low. It also supports her philosophy of fresh skincare, where products are made regularly rather than sitting in warehouses.
- Indie retailers are powerful partners for indie beauty brands: Kristina explains why she deliberately avoids big retail and instead works with independent stockists who understand ingredients and brand storytelling. These retailers are better equipped to educate customers and build long-term relationships.
- Personal resilience is central to indie beauty success: Running an indie beauty brand means solving problems every day, from logistics issues to regulatory challenges. Kristina shares how customer feedback keeps her going during difficult moments. These lessons are invaluable for anyone considering entrepreneurship.
Meet our guest: Kristina Dunn, founder & formulator of RUA
Kristina Dunn is the founder and formulator behind RUA, a minimal, high-performing Norwegian skincare brand rooted in Nordic ritual, sustainability and science.
With over 15 years of experience in natural skincare formulation, Kristina is a graduate of Formula Botanica, holding several of our diplomas. She is also an IPHM-accredited instructor in facial yoga and massage.
A former fashion designer and full-time DJ, Kristina brings creativity, precision and intention to every formulation. She is a pioneer of circular beauty, known for upcycling waste by-products into cosmetic ingredients and championing anti-plastic skincare solutions.
Every RUA product is handcrafted in-house in a CO₂-neutral laboratory in Norway, delivering high-performance results through a distinctly Scandinavian, less-is-more philosophy.
Find out more about Kristina and RUA:
- Website: RUA
- Socials: @ruabeauty.co
Join the RUA mailing list for exclusive offers and updates! Sign up now at ruabeauty.com and be the first to discover new launches, special promotions, and the latest in conscious skincare.
Related episodes:
- Podcast 257: Meet the solid brand disrupting beauty norms
- Podcast 261: From kitchen formulations to global success – The journey of Flower & Spice
Thank you for joining us for this episode of the Formula Botanica Green Beauty Conversations podcast. If you enjoyed listening, please share, subscribe and review this episode on Apple Podcasts, Spotify or Youtube so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook and Instagram.
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Lorraine Dallmeier is a Biologist, Chartered Environmentalist and the CEO of Formula Botanica, the award-winning online organic cosmetic science school. Read more about Lorraine and the Formula Botanica Team.
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