Time-Tested and Mother-Approved: Packaging Tuel’s Skincare Science
by The Dieline on 08/09/2022 | 3 Minute Read
By: Jamie Saunders
It's not an exaggeration to say that sisters Lisa and Lori Nestore have been in the beauty industry for their entire lives.
"Both of our parents were hairdressers," remembers Lisa. "My crib was in the salon."
Now, Tuel's 100% vegan, cruelty-free skincare products are in hundreds of retailers worldwide. "In 1963, our family—all nine of us—moved from Philadelphia to California in a Volkswagen bus and opened a salon," she adds. "Over ten years later, our mother, Eva Friederichs, set out on a mission to create a skincare line for every ethnicity, every gender, and every age. The products she created are still the basis for the company today."
First created for skincare professionals, Tuel has been helping keep skin vibrant and healthy since 1979 using the most powerful plant extracts on the planet—active botanicals and minerals rich in potent antioxidants and vitamins that feed the skin from the outside in.
"When our mom started the company, vegan botanical skincare was unheard of, and her ideas were revolutionary," explains Lori. "She wanted customers to see and feel a change and understand why the products they used mattered. Cosmetic chemistry has come a long way since then. But we're still driven by that same philosophy; our niche is education, not gender or color. It's the size of your pores and how to treat your skin."
With five lines of all-natural products for all skin types, the packaging needed to represent the environmentally friendly products inside. "We want our customers to trust us from the moment they pick up a box. We're not basing our products just on what's trendy right now. The role of packaging in building that trust between brand and consumer is huge," says Lori. "It's the first impression you make as a brand. What does the packaging feel like? What's the texture? Does it feel like luxury?"
After being introduced to Neenah over ten years ago, Lori knew she had found the perfect substrate solution. "The ingredients in our products matter, and the same goes for the material we use for our packaging. I loved how the NEENAH® Folding Board felt and the beautiful 100 PC White shade. The feel is very organic. It prints and photographs beautifully for e-commerce and marketing materials and looks lovely on the shelf."
Choosing a 24-pt caliper sheet was also a conscious choice. "We chose a thicker, heavier board. Our jars are heavyweight, and the substantial paper goes well with what's inside," Lori explains. "But it's not just about the structural integrity—it's as important for us to give our customers what they expect from a time-tested, organic product from the start."
"We're known for our natural ingredients, so we need to take a sustainable approach, but we're also a luxury brand," she adds. "Neenah delivers on all points."