First created for skincare professionals, Tuel has been helping keep skin vibrant and healthy since 1979 using the most powerful plant extracts the planet has to offer—active botanicals and minerals rich in potent antioxidants and vitamins that feed skin from the outside in. But telling that story from the shelf can be a challenge. We spoke with Tuel Skincare co-owner, Lisa, one half of the sister-led company, to learn more about the heart and science in each package and how Neenah has helped communicate their all-natural brand promise.
Neenah: You’ve revolutionized the modern skincare industry with your focus on plant extracts and skin science. But your mom was a real pioneer in the industry decades ago. Tell us about her journey.
Lisa: Our mom was a true entrepreneur at heart. She became interested in botanical skincare products in 1980 and set out on a mission to create a professional skincare line that would work for every age, ethnicity, gender, and condition. This business went from a four-chair salon in the 1970s to where we are today because of her relentless focus on helping customers understand why the products they used mattered. We learned through example. Watching our mother succeed and grow her business was so inspirational, and we just naturally carried on that passion and drive.
Neenah: What role does your packaging play in communicating your brand’s message?
Lisa: For beauty products, the packaging is how you make your first impression. You can tell so much about what’s inside based on how the box feels when you pick it up. What’s the texture? How thick is the box? Our design is thoughtful but minimal, with stunning photography highlighting our natural ingredients. Each photo is a work of art on its own! Our packaging encapsulates everything our products stand for – natural, clean beauty. Our products aren’t just based on passing trends; neither is our packaging.
Neenah: Why Neenah?
Lisa: We’ve been using Neenah for over a decade. We wanted to highlight our focus on sustainable, natural products with paper that had an organic feel. Neenah has several whites and different finishes and the Bright White, Eggshell Finish is perfectly neutral as well as tactile. The paper performs perfectly, photographs beautifully, and feels luxe. We also made a conscious decision to go with thicker, heavier basis weights. Most companies use 18pt for smaller boxes, but Neenah’s 24pt is perfect. Our jars are heavy, and the heavy paper not only performs but also feels premium.
Neenah: Where do you see the industry going?
Lisa: Science is coming back to the beauty industry. Products today are more science-driven because cosmetic chemistry has really developed, and newer ingredients have come to the forefront. But while there’s always room for improvement, clean formulations and targeted skincare are fundamental.
Neenah: What drives you to keep evolving and innovating?
Lisa: Our passion will always be the same. Our niche is education and not driven by gender or color–it’s the size of your pores and how to treat your skin. Like my mom, we’re still focused on helping women be financially successful. We offer advanced classes and on-site training to make sure our professional customers are educated on the products. We also teach them how to run their business, which is really unique.
Over the last two years, we’ve adapted to consumer behavior and social distancing changes by helping our wholesalers get creative. We did a lot of Instagram live and put together home spa kits for our clients to keep their skincare up when they couldn’t come for services. We’ve seen a lot of success by being able to pivot. These tactics have become a regular part of our ongoing education and have helped us build a stronger connection with our customers.
Packaging a Promise
The role of packaging in building trust between brand and consumer is enormous. Even after customers have done their research, read glowing reviews, and gotten recommendations for your product, it’s the first tangible impression you make as a brand. The right packaging paper isn’t just an element of design. It’s a crucial touchpoint that reflects what your customers can expect from your brand.