Built With Gratitude, Island Essence Taps Hawaiʻi’s Fragrances and Oils
Credit: Aaron Yoshino
“I feel like our customers appreciate the fact that we’re actually here on Maui,” says Charade Law. “If I outsource it, it doesn’t feel the same.”
As general manager and partner of Island Essence, she runs the luxury bath and beauty brand based on fragrances and ingredients that capture the essence of Hawaiʻi, ranging from plumeria and gardenia to pikake and mango. Their trademark line, Maui Miracle Oils, uses oils from kukui nut and tamanu nut, both rooted in Polynesian history and used for centuries to nourish hair, skin and nails.
Island Essence is a Maui-based business, and Law says it’s important to keep it that way. She prioritizes employing local people, using local agencies for social media and marketing, and supporting local charities. While outsourcing production could lower costs, Law is unwilling to sacrifice the business’s authenticity.
Credit: Aaron Yoshino
Born and raised on Oʻahu, Law came to Maui with preconceived notions about how she would manage a business. It didn’t take long for her to realize she needed to slow down, and success on Maui is more about creating and building relationships than a constant sense of urgency. Exemplifying the aloha spirit through customer relations remains a core value.
Today, she takes pride in looking after the small but mighty staff. When she accepted the position of General Manager, she believed the combination of her business experience and pride in her Hawaiian heritage could help rebrand the company and grow its digital presence.
Every morning as Law drives along the Hāna Highway to work, as she sees the ocean on her right, Haleakalā on her left, and the West Maui mountains in the distance, she’s reminded of the beauty that surrounds her. “Gratitude is a big part of our story here,” she says. “I feel truly committed to moving this company forward.”
