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Aotea
brand rating & evaluation
overall rating:
Top Choice
Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice). See How We Rate
The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:
certifications:
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overview
sustainability
non-toxic
social responsibility
8 out of 10
10 out of 10
9.5 out of 10
about
Aotea is a personal care company based on Great Barrier Island, New Zealand, that formulates skincare and wellness products using native Māori medicinal plants grown and processed on their off-grid farm.
highlights
Solar powered production
Small batch business model
Local and in-house ingredient harvesting
sustainability
score:
8 out of 10
details:
Packaging
Many products are offered in glass packaging, aluminum, or sturdy containers designed for reuse. In fact, Aotea incentivizes customers to return their empty jars so they can be cleaned, sterilized, and refilled. Some packaging is still plastic, but Aotea opts for recycled and locally made plastic where possible. All packaging and labeling are done by hand on the island, indicating small-batch production and minimal excess packaging.
The brand uses compostable bags provided by r3pack. Each bag is made with corn starch, PLA, and PBAT, and uses non-toxic inks as a natural alternative to traditional plastic-based courier bags. Despite efforts, plastic is still in the mix. Certain options are plastic, which even if recycled, contribute to microplastic pollution. At end-of-life, recycling is the main option.
Ingredient Sustainability
The core botanical ingredients are native New Zealand plants grown on the brand’s own Aotea farm or wild-harvested from their land in a controlled manner. This includes plants like Kawakawa, Mānuka, Harakeke (New Zealand flax), and Kūmarahou, all of which are well-adapted to the local environment and considered low-impact to cultivate. Because these species are grown in their natural habitat without the need for intensive irrigation or chemical inputs, their cultivation footprint is low. There is no indication of overharvesting; on the contrary, Aotea’s closed-loop philosophy suggests they are careful to not deplete native resources.
Beyond natives, Aotea does use some imported natural materials as bases or complements. For instance, sweet almond oil is the carrier for kawakawa extracts, and their facial oil blend contains jojoba, blackcurrant seed, and grapeseed oils. These ingredients are plant-derived and generally considered sustainable. The brand doesn’t mention any third-party certification for organic farming or sustainable sourcing for these.
Aotea’s ingredient processing also shows sustainable thinking. They utilize by-products like mānuka hydrosol – the aromatic water left after distilling mānuka oil – in products such as toners and creams. Likewise, the brand keeps bees which not only yield honey and beeswax for products but also support pollination of the island’s ecosystem – a symbiotic environmental benefit.
Energy Use and Footprint
Aotea has embraced renewable energy to power its production. The brand’s facilities are solar-powered, taking advantage of the island’s sunshine. In fact, Aotea has established a solar array (referred to as a “solar farm”) to run its extraction equipment and workshop.
The carbon footprint of distribution is a bit of a trade-off. Being on a remote island means finished goods must be transported to customers. Aotea sells online and through a store in Auckland, which necessitates ferry or small plane shipments to the mainland.
Another positive is scale: Aotea is a relatively small-batch producer, which often means less energy waste. Machines (like their distiller or new supercritical extractor for R&D are run on an as-needed schedule rather than 24/7 mass production.
Waste Management
The company set up a system to recirculate and reuse water in their plant extraction process. Distilling essential oils and formulating products can use a lot of water (for cooling, cleaning, etc.), so by reticulating water on-site, they reduce total consumption and avoid polluting local water sources.
Also on the production side, the closed-loop thinking means they try to use every part of their raw materials. Plant matter that goes into extracts yields multiple outputs (oil, hydrosol, etc.), and what remains can likely be composted. Although not explicitly stated, it’s consistent with their kaitiakitanga philosophy that organic waste (e.g. spent kawakawa leaves or flaxseed press cake) would be returned to the soil on the farm as natural fertilizer. Any cooling water or condenser water in distillation is reused in the next batch, reducing waste water.
Business Model
Aotea’s business model centers on vertical integration, cultural authenticity, and direct engagement with its customers. In addition to direct sales, Aotea partners with select retailers and museums that align with their values. The brand story – Māori tradition, island sustainability – is a powerful differentiator that is deeply embedded in how they operate, not just marketing fluff.
non-toxic
score:
10 out of 10
details:
The emphasis on traditional herbal ingredients inherently steers the brand away from the usual suspects of cosmetic toxicity. A review of product ingredient lists shows a clear absence of problematic synthetics like parabens, sulfates, phthalates, petrochemical solvents, or synthetic fragrances in Aotea’s offerings.
Most Aotea products are anhydrous (oil-based) or use natural hydrosols as a base, which allows them to minimize heavy preservation. For water-containing products, they include safe, naturally derived preservatives and antioxidants. By avoiding parfum/fragrance blends, they eliminate a major source of allergens and undisclosed chemicals. Likewise, colors in the products are natural (for example, the kawakawa balm has a green tint from the leaf infusion, but no added dyes).
The only caution one might note is allergies or sensitivities: as with any natural product, those allergic to certain plant ingredients (e.g., someone with a nut allergy must note the almond oil content)
social responsibility
score:
9.5 out of 10
details:
Aotea is Māori-owned and operated – founder Tama Toki is Māori and grew up in the tikanga (cultural practices) that the brand now shares. he brand explicitly aims to preserve and promote Māori traditional knowledge (mātauranga Māori).
Given Aotea’s hands-on, family-like operation, workers are likely treated as integral stakeholders. There’s no sign of exploitative labor; on the contrary, much of the labor (harvesting, crafting) is done by people with a personal passion for the project (founder, friends, family, community members). Because they source ingredients internally or from known local sources, there’s no complex supply chain with risk of labor abuse.
There isn’t explicit mention of a formal give-back program. However, sometimes the act of building a sustainable business in a small community is itself a social contribution.
