Tu’el was founded by Lisa and Lori Nestore, but its inspiration was created more than 30 years ago by their mother, Eva Friederichs. Eva was the operator of Eva’s Esthetics, an American professional skin care line used by estheticians at spas and salons in the Nineties. Known as a legend in the professional industry, Eva was the founder of the first advanced training institute for estheticians in America. Her signature line of skin care products set the standard in skin, body and beyond. Here, Lisa and Lori’s story.

Beauty Insider: Where is Tu’el based?

Lori: Oakland, California

BI: What is the brand’s positioning?
Lisa: There’s a science to natural skin care at Tu’el. We believe in clean products without any fillers or harsh chemicals. Botanical science is the technology of including natural botanicals into skin care products. The natural ingredients come from the extracts and oils of plants and flowers in their purest forms. What you put on your skin dictates not only the health of your skin, but how it looks and feels. Simply put, if you wouldn’t put it into your body, you shouldn’t put it on your body. Beyond the ingredients, there’s a process to beautiful skin. Each step serves a purpose and builds on the next: cleanse, nourish, treat, protect.

BI: How many items are you launching with?
Lisa: Tu’el is a comprehensive line created for all age groups, all skin types, ethnicities and gender. Our collections address Acne, Dry, Combo, Oily, Mature and Reactive skin. Each collection has a deep pore cleansing system, daytime milk or gel cleanser, serum, mask, moisturizer, and essential oil. Tu’el also offer eye creams, sun care and body products.

BI: What is considered the hero product?

Lori: Tu’el has a pretty unique point of difference as we refer to ourselves as The Pore Stars. We say Go Deep or Go Home. It all starts with cleansing. Our Deep Pore Cleansing System (a cleansing oil and herbal toner) not only cleanses, but protects skin from environmental aggressors and time. It stimulates cell growth and collagen production and rejuvenates skin all in one step. This duo acts as a cleanser, makeup remover and exfoliator. It is the hero product that makes customers switch to Tu’el.

BI: What are your marketing/social media/digital plans?
Lisa: Tu’el has a grass roots approach to marketing and social media. We love educating our audience’s minds, body and soul, so that grows into spreading the word that we are Pore Stars and we can help anyone’s skin to be the healthiest ever. If you look at our Instagram page (@tuelskincare), our look and feel is all about clean ingredients, green lifestyle and beautiful imagery. That’s our customer, that’s how they see their life. We engage with everyone and see the importance in connecting with our customers.

BI: What is your distribution? What are your distribution goals over the next three years?

Lori: Tu’el is currently available at spas and salons in the U.S. and Australia, and on our site, tuelskincare.com. We are in process of growing globally. Our first focus is Hong Kong and Europe. We plan to end 2017 with $5 million in sales.