The future of sustainable beauty, with Nyita founder Rebecca Jaquest

Sustainability in beauty is no longer a niche concern, it’s a non-negotiable for today’s consumers. But while many brands claim eco-consciousness, few take it as seriously as Nyita. Founded by Rebecca Jaquest, Nyita is redefining luxury through an uncompromising commitment to ethical and sustainable sourcing.

Rebecca joined our latest podcast episode to discuss her journey into beauty, the hidden issues within “natural” ingredients, and why true sustainability is a far more complex challenge than many realise.

A Wake-Up Call: From Actress to Ethical Beauty Founder

Rebecca’s path to founding Nyita was unexpected. With a background in acting, she wasn’t entrenched in the beauty industry, something she now considers a strength. Her awakening came during pregnancy when she started scrutinising product labels for the first time. What she found was shocking: even ingredients labeled as “100% natural” were often extracted using hexane, a toxic solvent derived from crude oil.

Hexane, commonly used in the beauty industry, has been linked to skin irritation, lung damage, and potential hormone disruption. While legal limits exist for residual hexane in products, Rebecca believed that even trace amounts had no place in her formulations. Her mission became clear: to create a truly pure beauty range, free from harmful extraction methods.

The Hidden Issue with ‘Natural’ Ingredients

Most consumers assume that if an ingredient is natural, it must be sustainable. However, the reality is far more complicated. Many natural extracts require solvents for efficient extraction, solvents like hexane, which can be harmful to both human health and the environment.

Shockingly, the beauty industry is one of the largest users of hexane, consuming an amount equivalent to 92 Olympic-sized swimming pools each year. Despite this, brands aren’t legally required to disclose their extraction methods, making it nearly impossible for consumers to make informed choices. Nyita, in contrast, is fully transparent, using only steam distillation, cold pressing, CO2 extraction, and the rare but exquisite enfleurage method.

The Art of Enfleurage: Preserving the True Scent of Nature

Jasmine is one of the most challenging natural ingredients to source sustainably. It’s too delicate for steam distillation, meaning most jasmine extracts are either synthetic or hexane-derived. Nyita turned to an ancient technique known as enfleurage, where fresh jasmine flowers are placed onto vegetable wax every day for over a month to absorb their scent. The result? A richer, truer representation of jasmine’s natural aroma without the environmental toll.

Is True Sustainability Only for Luxury Brands?

Given the meticulous craftsmanship behind Nyita’s formulations, it’s unsurprising that the brand falls into the luxury category. But Rebecca insists this wasn’t the original intention, luxury became a necessity due to the high cost of organic, ethically sourced ingredients and the small-scale community farms she partners with.

While cost is a barrier for some, Rebecca believes the industry as a whole can and should do more. Greater transparency around extraction methods, responsible sourcing of ingredients, and prioritising regenerative farming practices are all steps that brands at various price points can take.

The Topsoil Crisis: Why Harvesting Methods Matter

Another often-overlooked sustainability issue is the depletion of topsoil. Many essential oils require uprooting entire plants or cutting down trees, which can take hundreds to thousands of years to recover. Topsoil degradation isn’t just an environmental issue, it also affects agriculture and food security on a global scale.

To combat this, Nyita only sources ingredients from renewable parts of plants, such as fruits, leaves, and flowers. This ensures continued plant growth while preserving the delicate balance of ecosystems.

Innovation in Candle Making: A Breakthrough in Sustainable Wax

Nyita’s commitment to sustainability extends beyond skincare. Their latest innovation, a patent-pending sunflower wax candle, is a game-changer in the world of luxury home fragrance. Most consumers are aware of the dangers of paraffin wax, a petroleum byproduct, but even soy wax isn’t as green as it seems. Soy processing often involves chemical solvents and deforestation-driven farming.

Nyita’s sunflower wax offers a biodegradable, non-toxic alternative that burns cleanly while delivering an exceptional scent experience. Even the wick and fragrance components are designed with sustainability in mind.

Redefining Luxury with a Conscience

Nyita proves that true luxury isn’t just about indulgence, it’s about integrity, craftsmanship, and a deep respect for nature. Rebecca’s journey from conscious consumer to beauty pioneer is a testament to the power of transparency, innovation, and a refusal to compromise on ethics.

In an industry where greenwashing is rampant, brands like Nyita stand out for their authenticity. By educating consumers and pushing the boundaries of sustainable beauty, Rebecca Jaquest is setting a new standard, one that prioritises both people and the planet.

Listen to the full conversation with Rebecca Jaquest on our latest podcast episode here.