At this year’s Positive Luxury Awards 2026, AYUNA was recognised as Beauty Business of the Year – a distinction that goes beyond product excellence to honour a deeper commitment to responsible innovation and impact. In this conversation, we speak with the the brand to explore the thinking that underpins AYUNA’s approach: from redefining what luxury beauty should stand for today, to embedding responsibility into every decision across the business. It’s an honest look at the “why” driving the brand, the “how” shaping its practices, and the tangible impact it continues to create for both people and nature.
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What inspired you to take part in the Positive Luxury Awards and what does this recognition mean to your brand and team?
For me, Positive Luxury has always been about more than just sustainability. It’s about a deeper question: What kind of beauty deserves to exist in luxury today? AYUNA was born from the belief that beauty should not be built on correction, fear or excess, but on understanding, respect and elevation – for both people and the planet. Positive Luxury understands this. Participating in the awards and gaining this recognition matters because it acknowledges not only what we make, but also the way we see and how we define our approach. For our team, this confirms that responsibility, when lived with rigor and sensitivity, can be a new form of luxury.
How does sustainability influence your business decisions and why is taking action so important to you?
I see sustainability as part of a broader responsibility: responsibility toward the skin, the person using the product, nature, and the culture of beauty we are shaping. Every formula carries a message. Every ingredient, every texture, every claim, every packaging decision says something about how we understand and define beauty. Taking action matters to me because beauty should restore coherence, not create more noise, more pressure or more damage.
Following a challenging couple of years for many businesses, how have you upheld your dedicated approach to positive change and resilience as core pillars of your strategy?
By returning to our essence. In difficult moments, the temptation is to do more, say more, launch more, react more. At AYUNA, we focus on the opposite: refine, simplify and stay close to what is true. Resilience is not only the ability to endure. It is the ability to remain faithful to your vision when the market pushes you toward shortcuts.
How has your sustainability journey built trust with your consumers and added value for your internal teams?
Trust is built when people feel coherence. Not only in the product, but in the intention behind it. Consumers today are intelligent. They feel the difference between a brand selling them an insecurity and a product created with genuine respect. Internally, this journey has given us a clear compass. Through this journey, our team understands that our work is not only to create cosmetics, but to contribute to a more conscious, respectful and human idea of beauty.
For leaders who want to create lasting value and build trust, what would you say is possible when sustainability is treated as an investment?
I would say: don’t treat it only as sustainability. Treat it as a responsibility. When responsibility becomes an investment, it changes the questions you ask. You stop asking only “What can we sell?” and begin asking: “What should we create?” “What does this product add to the world?” “How does it affect the person who uses it?” That is where lasting value begins. Not in doing more, but in creating with meaning.
DOWNLOAD THE 2026 WINNERS REPORT
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