What is the truth about TULA Skincare? Is it really “clean skincare,” and why did it come under fire in 2021? To begin with, let's start off with how the brand came to be and the benefits it claims to offer. 

What is TULA Skincare? 

In 2014, TULA was founded by gastroenterologist and superwoman (as the brand quotes), Dr. Roshini Raj. “TULA” means “balance” in Sanskrit, and the brand declares itself to be “built on the power of probiotic extracts & superfoods.” “The same ingredients good for your body are also great for your skin,” the brand affirms. The ingredients are said to repair the skin barrier, nourish the skin, and contribute to graceful aging. 

TULA is one of the most popular brands in Ulta. In fact, it's probably the most Tik-Tok-hyped brand at both Ulta and Sephora. One of the most consequential and iconic features of TULA is how it’s commodified “probiotic” and “clean skincare." Meaning, to some extent, it has made science, purity, and ethics the standard for skincare marketing, and it has made the luxury of cosmetic elegance a necessity.

Initially, “Dr. Raj saw how incorporating probiotic extracts into her patient's lifestyle not only made them feel better but cleared their skin." Hence, she began infusing probiotics and superfoods into skincare formulas, and TULA was born.

Applying Dr. Raj’s philosophy and medical knowledge, TULA says their “approach to formulation is simple. They look to research & clinical studies to determine which ingredients to include.”

TULA has 1,600 ingredients on their “no” list. The products are also tested at independent labs to make sure they are safe and effective. Likewise, the brand is also a part of “Clean at Sephora.”

What is “Clean at Sephora?”

Clean at Sephora is “a commitment to customers that offers effective products formulated without certain ingredients, such as parabens, sulfates, phthalates, and mineral oils. For a complete list of excluded ingredients, visithere.”

But, as we know, beauty brands and retailers both make their fair share of vague promises, especially when it comes to “clean skincare.” As of now, there is no definition of “clean cosmetics” according to the FDA. However, “clean cosmetics" are marketed as having “none of the bad stuff” and most of all, they include "natural ingredients rooted in science." Hence, TULA’s ethos surrounding probiotics.

Is TULA truly probiotic skincare?

According to Cleveland Health Clinic, “Probiotics are  live bacteria and yeasts that have beneficial effects on your body.”  You can read more on probiotic skincare here.  

Probiotics are live cultures. For instance, “lactobacillus is the most abundant and diverse genus of lactic acid bacteria. Lactobacillus strains have anti-inflammation activity on host keratinocytes. Lactobacillus also suppresses some skin inflammatory responses and promotes the restoration of skin barrier function."

Yes, they must be live to be classified as “probiotics.” However, on TULA’s website, they provide a disclaimer that “their products do not include live probiotics.” So, now begs the question, “is it really probiotic skincare?” Here’s what most probably don’t know.

What is the truth about TULA skincare?

To begin with, in 2022, the brand was acquired by Procter & Gamble, a parent organization, who has been criticized for a myriad of unethical, unsustainable, and unfair practices.  Also, Dr. Raj is not the CEO. Until 2023, Savannah Sachs was the CEO of the brand. During this time, a few lawsuits surfaced. This is not to blast Sachs, this is simply to display the distance in roles between a founder and a CEO, especially in the beauty industry. 

Probably the most pertinent one is the 2021 class action lawsuit. In 2021, ”plaintiffs in a class action lawsuit alleged they were misled to believe certain TULA products advertised as containing probiotics contain live cultures. In effect, Tula Life Inc. agreed to a $5 million settlement with consumers who purchased their products between 2013 and 2021.” And today, that is why you’ll see this disclaimer listed on their website. 

Furthermore, in 2022, a civil action lawsuit was filed by plantiff and former Director of Influencer Marketing & Strategic Partnerships, Caitlin McLarnon. According to the court documents,   the plaintiff brought this action to remedy disability discrimination and retaliation in violation of the New Jersey Law Against Discrimination. From July 2021 to January 2022, the plantiff had three surgeries due to a chronic condition. For each surgery, the plantiff took only a few days off and communicated about work issues while recovering. 

Only 6 weeks after the plaintiff had a third surgery, she was fired on February 23, 2022, and in addition to her medical coverage, she allegedly was also denied the bonus she earned in 2021. However, she was told during the termination meeting that her medical, dental, and vision benefits would be covered. In an attempt to conceal discrimination, she claims that Sachs and her colleagues allegedly created pretexts about inadequate work performance despite excellent evaluations during her tenure. 

So, although TULA Life Skincare puts forth a brand that portrays wellness, ethics, and positions the founder’s image as a means of women’s empowerment, the controversy calls everything into question. But, just like any large company, it will run into situations that challenge the brand's image. Conflict does not necessarily make the brand bad or worth avoiding though. In some cases, PR conflict is an indication of what the brand's intentions may have or could have been, not necessarily what they truly were.

As a consumer, it’s just important to know what lies behind marketing and how well the brand seems to align with their own purported values. What can be said for sure is that there is very little evidence on the efficacy of topically applied probiotics, especially if they are not live. At any rate, most studies done on their benefits surround orally ingested probiotics, not topically applied. 

So, the main feature that's supposed to make the brand unique to the consumer market is not certain. Furthermore, the brand being “clean beauty” is not a clear differentiation from other products because there is no definition of clean beauty. Plus, even though these claims are still alleged, there has yet to be a statement released that addresses the tension between McLarnon’s lawsuit and the brand’s empowerment ethos. 

Yet, despite these concerns and their steep prices, the brand is very popular. TULA Skincare has seen a tremendous amount of success, and people of all skin types say, “This works for me.” And nevertheless,  the brand itself has continued to resonate with millennials, Gen Zers and those seeking graceful aging far and wide. 

Most of their products are vegan, and the brand is cruelty-free. If TULA is something you’d like to try, here are a few of their top, vegan products! Plus, “now through Tuesday, September 24, you can take 20% off Tula's skincare products — no code needed. Everything on Tula's site is up for grabs, including cult-favorite  eye creams,  and the anti-aging serums.”

 

H₂Oasis™ instant skin reviving mask - $34

Packed with ceramides, hyaluronic acid, antioxidants, and peptides, this is a thick, overnight mask that caters to dry and sensitive skin. 

 

Daily Sunscreen Gel Broad Spectrum SPF 30 - $38

The texture of this SPF is a thick, chunky gel that dissolves quickly and has a shimmery plus dewy finish. This SPF includes pineapple, wild butterfly ginger root,  and papaya, which are potent and soothing antioxidants that can boost skin’s eveness. 

Mineral Fluid Broad Spectrum SPF 30 - $38

This is like a matte version, meaning it has more of a silky texture. This has peach and red algae which are supposed to keep oil at bay and add protection. This also has willow bark extract which is a proven active for acne-prone skin. 

Glow and Get It Cooling & Brightening Eye Balm - $38

This is the viral, Tik Tok famous eye balm. Known for being cooling and brightening, it has hyaluronic acid to impart moisture, and caffeine to help with puffiness. For extra hydration and glow, there’s also aloe water, apple, watermelon, and blueberry. People on TikTok have even used this as a highlighter, a primer, or a concealer.  And because the texture is so balmy, this also helps makeup not to crease. 

Rose Glow and Get It - $38

This is very similar to the other one. Mostly, it just has rose water and rosehip oil added to it.

Cover photo cred: TULA Life Skincare