About
The Creator
Kristina Dunn
Meet RUA founder Kristina Dunn—
A natural skincare expert cultivating expertise in her field for 15 years. She is a former fashion designer, full-time DJ, award-winning formulator, and graduate of Formula Botanica, with diplomas in Organic Skincare Formulation, Organic Cosmetic Science, Anti-Aging Skincare, and Beauty Brand Management. In addition, she is an IPHM-accredited instructor in facial yoga and massage.
award-winning
Formulator
As a formulator, Kristina develops skincare with intention—selecting high-performing plant-based ingredients while building strong Norwegian partnerships, transforming waste by-products into premium cosmetic ingredients. She is a sustainability advocate (former Greenpeace activist), a pioneer in circular beauty, and is leading the anti-plastic skincare movement. Her circular packaging design was recognized at the Eco Awards 2026 as Best Circular Beauty Brand, Best Beauty Refill System, and Best Recyclable Beauty Brand. RUA is redefining conscious beauty.
Rooted in Nordic botanical science, Kristina’s formulations transform the skin—delivering deep nourishment, refining fine lines, and supporting cellular renewal for a vital glow. Crafted in RUA’s CO₂-neutral lab 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 byproduct 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