Sienna Naturals
brand rating & evaluation
overall rating:
Conscious
Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice). See How We Rate
The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:
certifications:
learn more about these certifications*
overview
sustainability
non-toxic
social responsibility
5.7 out of 10
10 out of 10
8 out of 10
about
Sienna Naturals is a clean beauty and haircare brand founded by Hannah Diop and Issa Rae that places emphasis on sustainable, fair-trade ingredient sourcing.
highlights
Cruelty-free and vegan
Fair trade sourced ingredients
Non-toxic
Woman-owned
Black owned business
sustainability
score:
5.7 out of 10
details:
Packaging
Sienna Naturals uses fully recyclable plastic bottles, which they note are “curbside recyclable.” They have transitioned to domestic packaging suppliers, reducing transportation emissions, and minimized packaging weight with slimmer bottles. The brand is still heavily reliant on plastic doesn’t offer refill systems. However, they are a co-founder of the Pact Collective, a pioneering industry initiative to make beauty packaging more circular by collecting and recycling hard-to-recycle components.
Ingedient Sustainability
Most ingredients are plant-derived, low-impact (aloe, glycerin, coconut oil, baobab, marshmallow, slippery elm). These are typically categorized as Category 1 or 2 natural ingredients under Shifting Gaia's material sustainability index. Coconut Oil and essential oils can be sustainably sourced; Sienna Naturals avoids unsustainable palm oil and uses ethically harvested Amazonian oils.
Essential oils (ylang ylang, chamomile, geranium, rose, blue tansy) can be water-intensive or biodiversity-sensitive, but Sienna states they use ethically sourced, small-batch oils. Traceability is limited but present.
Energy Use and Footprint
There is no public reporting on Sienna Naturals’ carbon emissions, energy use, or reduction goals. The brand has taken steps to localize its packaging suppliers (moving sourcing to the U.S.), which helps reduce shipping-related emissions. However, there’s no mention of renewable energy, carbon offsets, or third-party sustainability certifications for operations.
Waste Management
Their co-founding of the Pact Collective is a standout initiative that focuses on recycling beauty product components not typically accepted curbside. Internally, the brand avoids waste by shipping out old packaging stock before using new versions. However, there’s no detailed information on factory-level waste, water reuse, or ingredient byproduct mitigation.
Business Model
Sienna Naturals maintains a curated, evergreen product line with a focus on a core set of essentials for textured hair. They avoid seasonal launches or trend-based inventory churn. Products are marketed for long-term use and hair health. There’s no evidence of overproduction or rapid promotion cycles.
non-toxic
score:
10 out of 10
details:
Sienna Naturals bans over 2,700 harmful ingredients, exceeding even the EU’s regulatory list. Their formulations are free from parabens, sulfates, silicones, phthalates, and synthetic fragrances. They prioritize naturally derived, biodegradable ingredients, and their products are dermatologist-tested for sensitive skin.
social responsibility
score:
8 out of 10
details:
Sienna Naturals sources raw materials through Fairtrade-certified suppliers, which confirms adherence to labor standards and fair wages at the farming level. While manufacturing labor conditions are less documented, the brand states its ingredients are “ethically acquired” and has no known links to labor violations. Based in the U.S., their operations likely fall under standard labor regulations.
Sienna Naturals is a 100% vegan and cruelty-free brand, certified by third parties (such as Leaping Bunny and PETA). They do not use animal-derived ingredients or conduct any animal testing, nor do they sell in markets (like mainland China) where animal testing is required. Their entire supply chain is free from animal exploitation.
The brand launched the Rooted in Care Fund, supporting long-term health equity for Black women. They partner with organizations like the California Black Women’s Health Project and Breast Cancer Prevention Partners, focusing on systemic issues in beauty, health, and mental wellness. These partnerships are ongoing and strategic, not one-time donations, and align directly with the brand’s mission.
