Andy HniloFounder & CEO of Alitura Naturals

Every Alitura product starts with one question: “Would I use this myself every single day?” 🌿

14 May 2026 · 1 min

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1:08

In this monologue, Andy Hnilo explains Alitura’s product philosophy, describing how each product is crafted like a personal ceremony with the goal of exciting consumers. He emphasizes his commitment to affordability and transparency, detailing the deliberate removal of harmful components such as government‑recognized carcinogens, fragrances, surfactants, fillers, water, gluten‑laden alcohol, and a counterproductive preservative system. Hnilo highlights that Alitura’s formulations are EcoCert‑approved and food‑grade, reflecting his own consumer standards that he pursued through DIY experimentation before founding the brand. Celebrating 12 years in business, he underscores the importance of word‑of‑mouth, treating customers as he wishes to be treated, and filling a significant gap in the skincare industry by offering products people look forward to using daily.

Chapters

It's like you're creating this little ceremony, and that's what I want to do with every one of these products. So it was just the intention is to get somebody excited. I did the math in my head about how big this world is, and I just figured I make these products affordable. I'm the one making them. I'm just front and center telling them the true story about how I got into this. Like, I think it would resonate with the majority of people in this world as long as I'm front and center just telling people what I'm removing by design, not putting government-recognized carcinogens through emollients, fragrance, surfactants, fillers, water, gluten-laced alcohol, 4 different forms of it preservative system that is completely counterproductive to the skin. But no, no, no, we went EcoCert approved, we went food grade here. So I'm getting chills. It's just the way I always wanted it myself as a consumer. That's why I isolated and bought these ingredients and made it just DIY well before Alitura, well before I had this thought. It was because every product had a hole in it. Ours has none, and I take a lot of pride in that. 12 years into this, it's the customers and the word of mouth and celebrating your customers, being there for them, treat them how you like to be treated. It's just there's a big hole in the industry, which is easy for me because This is such a gift to be able to create something that people look forward to using every single day.