About
The Creator
Kristina Dunn
Meet RUA founder Kristina Dunn — a natural skincare expert with 15 years dedicated to botanical skincare science.
A former fashion designer, full-time DJ, and award-winning formulator, Kristina brings a distinctive blend of creativity and technical expertise to her craft. A graduate of Formula Botanica, she holds diplomas in Organic Skincare Formulation, Organic Cosmetic Science, Anti-Aging Skincare, and Beauty Brand Management. She is also an IPHM-accredited instructor in facial yoga and massage.
A woman with a vision, Kristina is reshaping beauty through a conscious, nature-led approach — creating skincare that empowers women to embrace who they are, naturally.
award-winning
Formulator
As a formulator, Kristina develops skincare with intention, pairing high-performing botanical ingredients with a commitment to circular innovation. Through strong Norwegian partnerships, she transforms valuable by-products into premium cosmetic ingredients, giving new life to resources that otherwise go to waste.
A sustainability advocate and former Greenpeace activist, Kristina champions a circular approach to beauty and is helping drive the movement towards plastic-free skincare. RUA’s circular packaging design was recognised at the Eco Awards 2026, winning Best Circular Beauty Brand.
RUA is redefining conscious beauty.
Rooted in Nordic botanical science, RUA’s formulations unite the potency of plants with a considered approach to skin longevity. Each formula is crafted to deeply nourish, soften the appearance of fine lines, and support the skin’s natural renewal processes, revealing a healthy, luminous glow. Thoughtfully developed in RUA’s CO₂-neutral laboratory in Norway.
Kristina stands at the forefront of modern beauty, shaped by decades of passion and devotion to natural skincare formulation.
Sustainability
Eco- Awards Winners 2026
Best Circular Beauty Brand
Best Refillable Beauty Brand
Best Recyclable Beauty Brand
Best Sustainable Beauty Brand - Finalist
Best Recyclable Beauty Product
Best Refillable Beauty Prodcut
Sustainability isn't a feature—it's our foundation.
We source water from the crystal-clear, microplastic-free Norwegian Sea, a by-product of sea salt harvesting, powered entirely by renewable hydropower, in partnership with Havsnø.
Our formulas are powered by plants. We incorporate wild harvested Nordic botanicals and produce in our CO₂-neutral lab powered by geothermal energy.
All products are cruelty-free. We do NOT test on animals. We also do not use harmful preservatives, chemicals, or petroleum-based ingredients— ensuring minimal environmental impact.
Circular packaging. We use infinitely recyclable bottles and caps, reusable pumps, FSC-certified paper boxes, and shipments managed through GoGreen freight.
From source to skin, we keep our footprint light.
Packaging
REFILLS ONLY.
Our bottles are infinitely recyclable. Pump and spray tops are reusable. Made in Italy.
Outer boxes are FSC-certified paper, manufactured in Latvia.
All shipping materials are recyclable / biodegradable.
Ingredients
Our formulations blend innovative biotechnology with Norway's pristine resources—from microplastic-free Norwegian Sea Water to Arctic superfoods. Each ingredient delivers transformative results through modern skincare science.
To reduce our C02 footprint, over 90% of our ingredients are sourced from Europe.
Small Batches
We are a creator to customer brand.
Our products are produced in small batches in Norway, ensuring quality, freshness, and traceability from our lab to your skin.
"Thank you for choosing conscious beauty.
Thank you for choosing RUA."
- Kristina
Kristina's favourite
The Queen of Hydration
Shop the full RUA routine
"Soft as the sky,
Strong as the sea,
Worthy and wild,
I am me."
The RUA ritual