Nestled amidst the vibrant and diverse ecology of Hawaii, Hawaii Peeps has woven a unique narrative in the skincare industry, innovatively blending expertise in various disciplines including herbalism and nutrition. The journey, as illuminated through a detailed exchange between Wilkie, the founder of Hawaii Peeps, and Lyndsey Haraguchi-Nakayama in a “Down to Earth” segment, reveals a brand that emerged from both necessity and expertise. Wilkie articulately recounted, “Not being able to find products, even in a health food store, that didn’t irritate my skin,” unveiling the personal struggles that germinated the seeds of the brand.
A highlight from their offerings is the “Bug Off” spray, a product designed amidst the mosquito-dense jungles of Puna over two decades ago. Wilkie shared a serendipitous incident, recounting, “I accidentally spilled a bottle of cedarwood oil on myself and watched the mosquitoes bounce off an invisible force field.” This unexpected event led to the birth of a product, formulated with a blend of essential oils, including the pivotal cedarwood, to provide a pleasantly aromatic yet efficient barrier against mosquitoes.
An underlying philosophy driving the brand places an intertwined relationship between body care and healthcare at its core, highlighting the notion that what is applied to the skin ought to be inherently pure and harmonious with human physiology and the environment. Notably, this perspective is clearly reflected in their products, which eschew irritating compounds even from health food store offerings. The brand claims a unique stance in the market, aiming to curate products that neither irritate the skin nor compromise on efficacy, while concurrently embracing a symbiotic relationship with the Hawaiian environment and local botanicals.
Sun protection is presented as another pivotal concern for the brand, especially in the harsh Hawaiian sun. A narrative concerning sunscreen—its efficiency, usability, and comfort—is uncovered in the dialogue between Lyndsey and Wilkie, elucidating the creation of a product that could “[handle] three hours midday summer surfing, picnics,” and more, without causing discomfort or clogging pores. Wilkie emphasized a product that you can “put it on your eyelids; it’s not gonna move a millimeter on your skin.”
In an effort to extend skincare beyond mere protection, products such as their After Sun lotion play a pivotal role in skin hydration post sun exposure. Wilkie provided a thorough guideline on maintaining healthy skin cells, suggesting, “Hydrate them internally, hydrate them with like a hydrosol or something, or just out of the shower, you know when you’re wet and plump, then you apply an emollient.”
Their hydrosols range, a collection formulated from locally foraged ingredients spanning from “plumerias, puakenikeni, tulsi, [to] olena,” further embeds Hawaii Peeps into the local ecological and botanical context, revealing a steadfast dedication to utilizing native resources. Wilkie, while discussing the sourcing, mentioned, “We’re always reaching out to all of our friends who grow; otherwise, I just grab my chicken, Sleepyhead, and we go run around and collect whatever we can find.”
The brand, which exudes an intimate blend of professional formulation and familial, locally-rooted operation, transcends mere commerce, acting as a conduit through which the Hawaiian environment and mana (spiritual energy) are distilled into every bottle. Wilkie also shared the variety in their product range, stating, “We use dragon fruit, lilikoi, pomegranate, coconut, vanilla, cacao, coffee, and mango ginger,” portraying a vibrant palette of ingredients in their lip balm offerings.
With availability “in a lot of surf shops, boutiques” and through their online portal, Hawaii Peeps quietly weaves a story of skincare that is as rich and diverse as the Hawaiian ecology from which it draws its inspiration. While the brand continues to expand, “adding stores every single week,” it retains a strong bond with the locale, preserving a balance between growth and adherence to foundational philosophies of pure, effective, and environmentally consonant skincare.
This narrative paints a vivid picture of a brand that, through expert blending of local botanicals, personal experiences, and innovative formulations, has crafted a line of skincare products deeply rooted in the environmental and cultural tapestry of Hawaii, bridging the archipelago’s abundant natural resources with holistic skincare.