Our Curation Standards: Why We Carry What We Carry

Walk into any wellness store or scroll through an online marketplace, and you'll be overwhelmed by options. Thousands of brands promise transformation, glowing skin, better sleep, reduced stress, and optimal health. But how many actually deliver?

At Nanaka, we don't carry everything. We curate intentionally. Every brand in our collection has passed through a rigorous evaluation process that prioritizes efficacy, transparency, sustainability, and ethical practices. This isn't about trends or hype. It's about results, integrity, and long-term wellness.

Here's exactly what we look for when deciding which brands earn a place in our collection.

Our Non-Negotiable Standards

1. Proven Efficacy Over Marketing Hype

The wellness industry is full of beautiful packaging and compelling claims. We look past the marketing to ask: does this actually work?

We prioritize brands that invest in research, clinical studies, and transparent ingredient sourcing. Whether it's an LED face mask from Eco Face Platinum with specific wavelengths backed by dermatological research, or herbal formulations from Wooden Spoon Herbs rooted in traditional herbalism and modern testing, efficacy comes first.

We also look for brands that are honest about what their products can and cannot do. Overpromising is a red flag. Realistic, science-backed claims earn our trust.

2. Ingredient Transparency & Clean Formulations

You should know exactly what you're putting on and in your body. We only work with brands that provide full ingredient transparency, no hidden fillers, no vague "proprietary blends" that obscure what's actually inside.

Our skincare and wellness brands like Beautyologie, Hey Dewy, and Solawave prioritize clean, effective formulations. This means:

• No unnecessary fillers or irritants
• Transparent sourcing of active ingredients
• Clear explanations of what each ingredient does
• Third-party testing when applicable
• Honest about preservatives and why they're necessary

Clean doesn't mean "free from everything." It means intentional, safe, and effective formulations with ingredients that serve a purpose.

3. Sustainability & Environmental Responsibility

Wellness shouldn't come at the planet's expense. We seek out brands that take environmental responsibility seriously, from sourcing to packaging to end-of-life disposal.

Brands like HiBar with their plastic-free solid shampoo and conditioner bars, Oko Living with sustainable home goods, and Bask Suncare with reef-safe formulations demonstrate that premium wellness and environmental stewardship can coexist.

We look for:

• Sustainable ingredient sourcing
• Minimal, recyclable, or compostable packaging
• Carbon-neutral or carbon-negative operations
• Ethical supply chains
• Commitment to reducing waste

Sustainability isn't a marketing buzzword for us. It's a requirement.

4. Ethical Manufacturing & Fair Labor Practices

Who made your wellness products matters. We partner with brands that treat their workers fairly, maintain safe working conditions, and support their communities.

Brands like TANAÏS, which centers South Asian and diasporic storytelling through fragrance, and Altar Nativ, which honors indigenous traditions, demonstrate how wellness can be both effective and culturally respectful.

We ask:

• Are workers paid fair wages?
• Are manufacturing facilities safe and ethical?
• Does the brand support local communities?
• Is there transparency about where and how products are made?

5. Innovation Rooted in Science or Tradition

We're drawn to brands that innovate thoughtfully, whether that means cutting-edge technology or time-honored traditional practices.

Technology-Driven Innovation: Brands like Loftie with their smart alarm clock designed for better sleep, Therasage with infrared and PEMF therapy devices, and Eco Face Platinum with advanced LED therapy represent the best of wellness tech.

Traditional Wisdom: Brands like Godseye Oils with therapeutic-grade essential oils, Wooden Spoon Herbs with herbal formulations, and Sun Potion with adaptogenic superfoods honor ancestral wellness practices with modern quality standards.

Both approaches have merit. What matters is that innovation serves wellness, not just novelty.

6. Accessibility Without Compromising Quality

Premium doesn't have to mean prohibitively expensive. We look for brands that offer genuine value, products that justify their price point through quality, efficacy, and longevity.

We carry brands at various price points because wellness should be accessible. Whether it's an affordable HiBar shampoo bar or an investment piece like an Eco Face Platinum LED mask, every product must deliver value relative to its cost.

7. Brand Integrity & Authentic Mission

We can tell when a brand's mission is genuine versus when it's performative. We partner with founders and companies who are deeply committed to their values, not just capitalizing on wellness trends.

Brands like dyekween, which centers LGBTQ+ and BIPOC communities, Caftari with their artisan-made home goods, and Saalt with their mission-driven menstrual care demonstrate authentic commitment to their communities and causes.

We ask:

• Does the brand's mission align with their actions?
• Are they transparent about challenges and growth?
• Do they give back to their communities?
• Is their marketing honest and non-exploitative?

What We Say No To

Our curation process is as much about what we exclude as what we include. We pass on brands that:

• Make unrealistic claims without scientific backing
• Use greenwashing to appear sustainable without meaningful action
• Exploit cultural practices without proper attribution or respect
• Prioritize profit over safety or efficacy
• Lack transparency about ingredients, sourcing, or manufacturing
• Engage in unethical labor practices or environmental harm
• Rely on fear-based marketing or shame to sell products

If a brand doesn't meet our standards, it doesn't matter how popular or profitable it might be. We won't carry it.

How We Discover New Brands

Our curation process is ongoing. We're constantly researching, testing, and evaluating new brands. Here's how we find them:

Founder Relationships: We build direct relationships with brand founders who share our values. Many of our partnerships begin with conversations about mission, ingredients, and impact.

Industry Research: We stay current on wellness research, ingredient innovations, and emerging technologies. When we see something promising, we investigate thoroughly.

Community Feedback: We listen to our customers. If you're asking for a specific type of product or brand, we take that seriously and explore options that meet our standards.

Personal Testing: Before we carry anything, we test it ourselves. If we wouldn't use it in our own wellness routines, we won't ask you to.

Our Commitment to You

When you shop at Nanaka, you're not navigating an overwhelming marketplace alone. Every product has been vetted, tested, and chosen with intention. You can trust that:

• Every brand meets our rigorous standards for efficacy, safety, and ethics
• Ingredient lists are transparent and clean
• Environmental and social impact has been considered
• Marketing claims are honest and backed by evidence
• Your investment will deliver genuine value

We're not trying to be everything to everyone. We're building a curated collection of the best wellness brands, period. Brands that work, brands that care, brands that deserve your trust.

Explore Our Curated Collections

Ready to experience the difference that intentional curation makes? Explore our collections:

• Supplements & Wellness - Adaptogens, herbal formulations, and targeted support
• Hair & Body - Clean, effective personal care
• Wellness Tech & Blue Light Protection - Science-backed devices for modern wellness
• Self-Care & Spa Rituals - Premium products for intentional self-care
• Sleep & Circadian Wellness - Tools and products for restorative rest

Every product tells a story of quality, integrity, and genuine wellness. We're honored to share these brands with you.

Questions About Our Standards?

We're always happy to discuss why we carry what we carry. If you have questions about a specific brand, want to know more about our vetting process, or have a brand recommendation, we'd love to hear from you.

Wellness is personal, and your trust matters to us. That's why we take curation seriously.