The NAYA Approach

Skin balance isn’t a belief - it’s biology.

At NAYA, we start with how skin actually works - its structure, communication systems, and tolerance thresholds - and build routines that support resilience, clarity, and long-term health without irritation or ambiguity.

We combine cell-level understanding, barrier-centric design, and structured skin pathways to support calm, responsive, and durable skin health. From ingredient selection to routine architecture, every choice is grounded in tolerance, integrity, and measurable biology - not trends, heritage claims, or vague wellness language.

Below, we share the principles behind how NAYA formulates, treats skin, and guides routines.

NAYA®: A BETTER WAY TO FORMULATE

BIOMIMETIC

We anchor formulas in compounds the skin recognises and uses - lipids, ceramides, peptides - so skin doesn’t fight what’s meant to help it.

BioActive

Potency without overstimulation. Each active earns its place by how it supports communication, repair, and measurable tolerance, not just “natural origin.” 

BIODIVERSE

Healthy skin needs ecosystems, not solo stars. A spectrum of phytonutrients and skin-aligned molecules ensures synergy and resilience - not temporary effects. 

  • BIOMIMETIC

    We anchor formulas in compounds the skin recognises and uses - lipids, ceramides, peptides - so skin doesn’t fight what’s meant to help it.

  • BioActive

    Potency without overstimulation. Each active earns its place by how it supports communication, repair, and measurable tolerance, not just “natural origin.” 

  • BIODIVERSE

    Healthy skin needs ecosystems, not solo stars. A spectrum of phytonutrients and skin-aligned molecules ensures synergy and resilience - not temporary effects. 

Explore our ingredient standards

NAYA doesn’t belong to a category — it defines one: evidence-aligned, barrier-first skin wellbeing rooted in measurable biology.

The No-No List

NATURAL IS NOT ENOUGH

Integrity over marketing convenience.

The industry equates “clean” with good. We equate it with function and fortitude. Our No-No List isn’t based on trends - it is based on tolerance risk, barrier impact, and long-term comfort.

No noise. No fluff. Only what works for skin biology.

View the NAYA No-No List →

QUALITY YOU CAN FEEL

Performance without compromise.

We source high-integrity actives with traceability and compatibility in mind - meaning formulas layer reliably, feel grounded in function, and elevate skin health over time, not temporarily mask it.

See what we formulate with →

Our Skin Science

Skin resilience is the outcome — biology is the strategy.

Resilience isn’t a buzzword - it’s the measurable capacity of skin to maintain balance through stress, seasons, and life changes. Solutions must support:

  • Communication pathways that regulate repair
  • Tolerance mechanisms that prevent reactive cycles
  • Barrier integrity that holds improvements in place

Skin shouldn’t just look better - it should perform better.

Our Skin Science →

Clarity over complexity

Too many products don’t solve the right problem - they create confusion. Our approach maps skin needs to defined pathways, so routines adapt to how skin behaves rather than what it looks like.

Your routine is no longer guesswork - it’s structured care

Take the Skin Quiz →

Answer a few quick questions for a personalised routine recommendation.

Pre-Build Routines →

Prefer to choose yourself? Start with a pre-built ritual based on your skin priority.

" We exlcude twice as many ingredients as the industry average in the European Union, and our No-No List goes far beyond the obvious such as parabens, mineral oil, and syntehtic fragrances."

Meet our Founder, Sarah

NAYA emerged from frustration with skincare that looks good on paper but fails in practice. With training in nutritional science and a deep focus on barrier biology, our founder built a system that starts with how skin functions - not how it’s marketed.

Meet Sarah & the NAYA story →

Where to begin

Take the Skin Quiz →
Our Skin Science →
Shop Ritual Sets→