The Ultimate TOMA Rebranding Guide 2019

The Ultimate TOMA Rebranding Guide 2019

Posted by Tori Paide on

Toma Essential Skin Therapy Logo

TOMA rebranded this year to create more advanced and sophisticated products that continue to heal your skin naturally. We rebranded because it was time for us uplevel our products to fit the modern women's needs. Though we reformulated some products and completely changed our look we want you to know we still work with uncompromising quality - we formulate all our products with only the highest quality potent organic and wild-crafted botanical ingredients.

We take a natural healing approach to skin and believe in mother nature's innate ability to heal our bodies. All our products are non-toxic and cruelty-free because you deserve skin technology that's pro-skin, pro-environment, and anti-toxin.

We're sure you have some questions about our rebrand, especially regarding which new products to use now. Read on to learn more about our latest products and formulas!  

Why We Rebranded

After seven years of testing various products, working with our estheticians at our sister spa The Still Point, and listening to our client's needs, we've learned a lot about what works and what doesn't in skincare.

This year we took an opportunity to cumulate all our information to uplevel, enhance, and modernize TOMA.

What You will Get out of our Rebrand

With TOMA's Rebrand, our goal was to answer, "what is essential for our customers?" and "how can we be more environmentally friendly?"

We don't believe any woman needs thirteen different skin care products on their skin. Who has time for that? Plus, we don't believe in polluting or harming our planet's natural resources. We only have one Earth, and it's our responsibility to care for it.

TOMA  Vegan Products No Hormone DisruptorsCruelty Free ProductsToxin Free Products

Our solution was a simplification. We boiled down our skin care line to the bare essential products you need for minimal skin care with maximum results. Essentially our products have less fluff, more results, less waste, and more savings for you.

New Environmentally Friendly Packaging

TOMA loves your skin and also loves the environment. We want to make sure that all our products are maximized to leave a minimal carbon footprint, which means no chemicals, recyclable bottles, less shipping packaging, and less plastic.

Here's how we've taken steps to be more green:

A. Miron Glass

We changed our bottling from amber glass to Miron glass - an ultimate preservation system for beauty products.

Miron glass is a beautiful dark purple glass that effectively blocks out UV light. An experiment on Miron glass recently showed that a cherry tomato in Miron glass lasts 7x longer than a cherry tomato in a regular glass.

Just like the glass protecting the tomatoes from degrading, the glass also protects our preservative-free skin care products from degrading in light, which means your TOMA products will stay effective for more than 12 months.

Miron glass is more than just beautiful. This glass is biophotonic to prevent photoaging and protect the quality of ingredients while activating and energizing the healing energies of the ingredients stored inside this unique violet bottle.

While many skincare companies use brown and green glass bottles due to cost and aesthetics, it provides little protection from degradation caused by light. Miron glass increases the shelf life of our products by one year and is 100% recyclable. Miron glass is also more environmentally friendly than amber glass.

Contrary to common belief, amber glass is not recyclable if not sorted from other colored glass (few facilities do this); it is separated from clear glass and dumped. On the other hand, Miron glass is recyclable with all types of glass, making it a more environmentally friendly bottling for TOMA.

B. Boxing & Packaging

To reduce packaging and shipping costs, we created our own boxing system. Not only do our new packaging system reduce shipping costs by 20%, they also cut out on hundreds of pounds of single-use paper and plastics annually.

By creating packaging for our product, we are also able to share more information about the products, ingredients, and how to use them.  Plus our box is also 100% reusable and recyclable!

The TOMA Essential Kit

Essential System Kit

If we could sum up our rebrand in one saying it would have to be, "Back to the Basics." Modern skincare marketing has misled women into believing they need tons of different products to achieve results. Like you, we know how frustrating it is to purchase products that don't work, wasting time, money, and further damage our skin.

After years of experience, we understand one high-quality skin care system that delivers results is a much better investment in 10 low-quality products that don't.

We rather you invest in quality over quantity, but first, we needed to look at our products to see which were the essential products you need to have healthy, vibrant skin daily.

To give you a minimal beauty routine that delivers without compromising quality or burning your wallet, we created The TOMA Essential Kit.

The TOMA Essential Kit is the cornerstone to our vision - a four-step minimal skincare routine that heals and protects your skin without breaking the bank.

The TOMA Essential Kit has four different products:
  • The Balancing or Rejuvenating Cleanser (normal/oily or normal/dry skin):
  • Exfoliating Cleanser
  • Replenishing Mist
  • Bioactive Regenerative Oil

All you need to do is cleanse your face twice a day with the Balancing or Rejuvenating Cleanser. Spray the Replenishing Mist, then add the Bioactive Regenerating Oil. A few times a week swap the cleanser for the Exfoliating Cleanser and follow the same steps. Viola! Skincare made easy!

Curious about how to use The TOMA Essential Kit? Check out this great infographic we made!

Enhanced Luxury Night Oil into Bioactive Regenerating Oil - A Retinol Alternative

Bioactive Regenerating Oil
Old Name: Luxury Night Oil
New Name: Bioactive Regenerating Oil
Hero Ingredients Enhanced: Noni Oil
Hero Ingredients Removed: NA

Our Luxury Night Oil has always been our crowning glory, but we knew it was time to take this product to the next level in our rebrand, but how?  We looked to retinol. Retinol or Vitamin A is renowned for its unparalleled skin renewal and results. However, most people don't realize retinol products are chock-full of toxic chemicals like parabens and sometimes petroleum products. Besides, they are costly, you need a prescription, and the high concentration of Vitamin A can cause redness and irritation.  Popular retinol products never meet our uncompromising skin care standards, so we were inspired to create a natural retinol alternative that packs the same powerful punch without all the toxic fillers, expensive price tag, and skin irritation.

We decided to reformulate our Luxury Night Oil into a retinol alternative, the perfect way to bring this best selling product to a new level. Our newly formulated Bioactive Regenerating Oil is an exquisite facial oil rich in essential fatty acids, critical antioxidants, and a potent blend of essential oils to hydrate, heal, and revive dull skin on a cellular level. We've added:

  • Rosehip Seed Oil: A retinol alternative loaded with gamma-linolenic acid (GLA), an omega fatty acid for the skin's barrier protection, vitamin C to brighten the skin and vitamin A via carotenoids to improve tone, damage from UV exposure, and overall skin firmness.
  • Pomegranate Seed Oil: Rich in antioxidants that demonstrate anticarcinogenic benefits. The seed oil contains a potent blend of vitamins, polyphenols, and essential fatty acids. It has a retinol effect and promotes skin repair by stimulating cell production.
  • Argan Oil: Contains vitamin E and fatty acids and protects against skin damage, balances the skin's oil production, hydrate the skin, and reduce fine lines and wrinkles.
  • Palmarosa: Heals acne, calms inflammation, hydrates skin, and promotes cellular turnover.

We recommend our new Bioactive Regenerating Oil for all skin types, even acneic skin. We are recommending this as a day and night lipid-based hydration. It serves as the primary source of hydration and layers well with the Tonifying Protective Lotion or Sensing Repair Cream for enhanced results. It is a beneficial oil and sloughs dead skin cells and increases cellular turnover much more than a pure retinol serum.

To Use: After cleansing and toning, apply 4-5 drops in palm, gently rubbing hands together to activate. Press onto face and neck, focusing on recommended acupressure points. Ideal for morning and evening use, and used with serum or moisturizer for enhanced results.

Pair With: Healing Enzyme Serum and Cellular C Serum for skin brightening, reduction of melasma, and overall skin healing effects.

Ingredients: *Simmondsia Chinensis (Jojoba) Oil, Persea Gratissima (Avocado) Oil , *Rosa Rubiginosa (Rosehip) Seed Oil, Triticum Vulgare (Wheat Germ) Oil, Limnanthes Alba (Meadowfoam) Oil, *Macadamia Integrifolia (Macadamia) Nut Oil, *Argania Spinosa (Argan) Oil, *Cucurbita Pepo (Pumpkin) Seed Oil, Punica Granatum (Pomegranate) Seed Oil, *Hippophae Rhamnoides (Sea Buckthorn) Oil, *Calophyllum Inophyllum (Tamanu) Flower Oil, Morinda Citrifolia (Noni) Extract, *Rubus Idaeus (Red Raspberry) Seed Oil, *Oenothera Biennis (Evening Primrose) Oil, Vitamin E, Cymbopogon Martini (Palmarosa) Leaf Oil, Santalum Album (Sandalwood) Wood Oil, dCommipihora Myrrha (Myrrh) Oil, Boswellia Carteri (Frankincense) Oil, *Daucus Carota (Carrot) Seed Oil, Rosa Damascena (Rose) Absolute, Helichrysum Italicum (Helichrysum) Flower Oil, and Citrus Aurantium (Neroli) Flower Oil

*Ingredients from organic farming. 100% of our ingredients are naturally derived.

All New Refining Mist is Now our Replenishing Mist

TOMA Ultimate Rebranding Guide Refining MistTOMA Rebranding Guide Replenishing Mist

Old Name: Refining Mist
New Name: Replenishing Mist
Hero Ingredients Added: Helichrysum, Linseed, Willow Bark, Oat Extract, Sea Fennel
Hero Ingredients Removed: NA

We loved our old Refining Mist, it smelled amazing, hydrated your skin, and could double as an aromatic spray for your house. However, the product was not doing much on a chemical level for us. We wanted this product not only to smell amazing but to provide results on an impactful level.

We decided to add a unique, essential oil, willow bark, and algae extract to the Refining Mist to prep, exfoliate, and heal your skin. Our newly formulated product, the Replenishing Mist is now really a treatment for your skin that reduces inflammation and preps your skin for serums and facial oils. We've added:

  • Helichrysum: Stimulates healthy cell growth and revitalizes damaged tissue.
  • Linseed: Reduces inflammation, red spots, and sensitive skin issues
  • Willow Bark: Provides antibacterial benefits and mild exfoliation.
  • Organic Oat Extract: Provides a lifting and firming effect on the skin.
  • Samphire, AKA Sea Fennel: Calms redness and sensitivity on contact.

We recommend our Replenishing Mist for all skin types for toning and refreshing your skin.  

To Use: After cleansing, mist directly onto the face and neck to refresh and renew the skin. Follow with a serum or Bioactive Regenerating Oil.

Pair With: All TOMA products since the mist serves as a toner and skin prep for other products and enhancements.

Ingredients:*Aloe Barbadensis (Aloe Vera) Leaf Juice, *Rosa Damascena (Rose) Flower Water, *Glycerin, Crithmum Maritimum (Samphire) Extract, Salix Nigra (Willow) Bark Extract, Populus Rremuloides (Aspen) Bark Extract, Hydrolyzed Lupine Protein, *Hydrolyzed Linseed Extract, *Avena Sativa (Oat) Kernel Extract, Sodium Hyaluronate, *Oryza Sativa (Rice) Seed Extract, *Spirulina Platensis (Algae) Extract, *Helichrysum Italicum (Helichrysum) Flower Oil, *Salvia Sclarea (Clary Sage) Flower/Leaf Oil, *Cymbopogon Martinii V. Motia (Palmarosa) Leaf Oil, Anthemis Nobilis (Roman Chamomile) Flower Oil, Bisabolol, Caprylyl Capryl Glucoside

*Ingredients from organic farming. 100% of our ingredients are naturally derived.

All New Exfoliating Cleanser

TOMA Ultimate Rebranding Guide Exfoliating Fruit ScrubTOMA Rebranding Guide Exfoliating Cleanser

Old Name: Exfoliating Fruit Scrub
New Name: Exfoliating Cleanser
Hero Ingredients: Calendula, Combava (kaffir lime), Essential Oil Blend, Jojoba beads, Wheat germ oil

As we were simplifying and downsizing our skin care products into the essentials, we felt there was an opportunity to formulate a completely new product that cuts a step out of your skincare regime. Previously, we had two separate exfoliator products to use after you cleansed your skin. We thought to ourselves, do cleansing and exfoliation need to be different steps? Alternatively, can we combine the steps for a simplified and more powerful skincare regimen?

After testing and reformulating, we found we could combine a cleansing product with an exfoliating product for an easier and enhanced skin care routine. As a result, our Exfoliating Cleanser was born. We took our old Fruit Enzyme Scrub and reformulated the product into a creamy cleanser with jojoba beads for exfoliating.

Our new Exfoliating Cleanser is meant to simplify your daily skin care regimen by using this product in place of your regular cleanser two to three times a week.

Here's a brief list of the hero ingredients that cleanse and slough off dead skin cells:

  • Calendula: Treats inflammation, heals the skin, and increases cell turnover. It is also a potent antioxidant that delivers a balance of carotenes, sterols, and anti-inflammatory esters to smooth the skin's texture and protect from damage.
  • Combava (Kaffir Lime): An antioxidant super fruit, neutralizes free radicals and prevents damage with medicinal benefits.
  • Essential Oils: A blend of blood orange, tangerine, and ylang-ylang oils combat sluggishness and revitalize the skin.
  • Jojoba Beads: Gently exfoliate without scratching or tearing your skin.
  • Wheat Germ Oil: Treats eczema and psoriasis. We use a minimal amount to prevent clogging pores.

We recommend the Exfoliating Cleanser for all skin types for gentle exfoliation.  

To Use: Twice weekly instead of regular cleanser, apply to damp skin with circular, upward strokes. Rinse with tepid water or a moist, warm cloth. For enhanced exfoliation, leave on congested areas for 5 minutes before rinsing. Avoid contact with eyes.

Pair With: Choice of cleanser based on skin needs plus Healing Enzyme, Cellular C Cream, Time Defense Mask, and Bioactive Regenerating Oil. Also recommend additional moisturizer, Tonifying Protective Lotion or Sensing Repair Cream based on skin needs.

Ingredients: Water/Aqua/Eau, *Aloe Barbadensis (Aloe Vera) Leaf Juice, *Helianthus Annuus(Sunflower) Seed Oil, Simmondsia Chinensis (Jojoba) Wax Beads, Glycerin, Cocoglucoside, Coconut Alcohol, Leuconostoc/Radish Root Ferment Filtrate, *Triticum Vulgare (Wheat) Germ Oil, Sucrose Cocoate, Lauryl Glucoside, Calophyllum Inophyllum (Tamanu) Oil, Hydrogenated Lecithin, Citrus Hystrix (Combava) Leaf Oil, *Cananga Odorata (Ylang Ylang) Flower Oil, *Calendula officinalis (Calendula) Flower Extract, Citrus Sinensis (Blood Orange) Peel Oil, *Rosmarinus Officinalis (Rosemary) Leaf Extract, Citrus Reticulata, (Tangerine) Peel Oil, Sclerotium Gum, Xanthan Gum, Potassium Sorbate, Citric Acid

*Ingredients from organic farming. 100% of our ingredients are naturally derived.

Refined The Lime and Lavender Cleanser to be The Balancing Cleanser

TOMA Ultimate Rebranding Guide Lavender Lime CleanserTOMA Rebranding Guide Balancing Cleanser

Old Name: Lime and Lavender Cleanser

New Name: Balancing Cleanser

Hero Ingredients Added: NA

Hero Ingredients Removed: Lime Essential Oil

We received a lot of various feedback on our Balancing Cleanser, from, "it dries me out" to "I absolutely love it." We wanted to create a balancing cleanser for normal to combination skin that would work universally.

What we did was remove the lime essential oil to reduce any drying effects while still maximizing skin cleansing. The Lime and Lavender Cleanser is now called the Balancing Cleanser, a luxurious blend of organic coconut and sunflower oils combined with essences to clear and calm skin. Here's a brief reminder of the hero ingredients in our Balancing Cleanser sans the lime oil:

  • MSM (methylsulfonylmethane): An organic sulfur compound that's naturally derived during the earth's rain cycle and necessary for collagen production.  It normalizes collagen formation, radically improve skin health and can alleviate skin conditions, including psoriasis, eczema, and acne. Works together with Vitamin C to build new, healthy tissues.
  • Vitamin C: An essential component in the body's production of collagen and a potent antioxidant that can help rejuvenate aged and photo-damaged skin.
  • Lavender Oil: A natural antiseptic, antibacterial, antifungal, and anti-inflammatory product. In ayurvedic and holistic medicine, it is a well-known healing plant. This essential oil reduces scarring and speeds healing by stimulating blood flow to the skin.
  • Cayenne Pepper: A fragrant spice that stimulates the blood flow to the skin enabling oxygen and necessary nutrients to reach the cells. Also, aids in calming skin conditions such as psoriasis.

We recommend TOMA's Balancing Cleanser for Normal to Oily skin as well as for psoriasis and rosacea concerns.

To Use: Apply with damp hands concentrating on congested areas. Rinse with tepid water. Avoid direct contact with eyes.

Pair With: Healing Enzyme, Cellular C Cream, Time Defense Mask, Bioactive Regenerating Oil, and Tonifying Protective Lotions

Ingredients:*Potassium cocoate (Coconut Oil), *Potassium Sunflowerseedate (Sunflower Oil), Water/Aqua/Eau (Deionized Water), Hamamelis Virginiana Water (Witch Hazel), Lavandula Angustifolia Water (Lavender Hydrosol), Glycerin (Kosher, Vegetable), Tetragonoloba Gum (Guar Gum), Panthenol (Vitamin B5), Sodium Ascorbyl Phosphate (Vitamin C), Dimethyl Sulfone (MSM), Eugenia Caryophyllus (Clove) Bud Oil, *Aloe Barbadensis (Aloe Vera) Leaf Juice, *Salix Alba (Willow) Bark Extract, *Rosmarinus Officinalis (Rosemary) Leaf Extract, *Capsicum Annuum (Cayenne) Extract, Juniperus Communis (Juniper) Fruit Extract, Citric Acid, *Potassium Castorate (Castor) Oil

*Ingredients from organic farming. 100% of our ingredients are naturally derived.

Same Products with Different Names

Many of the product formulas we love as is, but we thought the names did not correctly reflect the properties and results of the product. Here are the products with new names:

Protective Enzyme Lotion now called Tonifying Protective Lotion

TOMA Rebranding Guide Tonifying Protective Lotion

A Lightweight moisturizer to boost the skin's barrier and replenish devitalized cells

Nourishing Botanical Cream now called Sensing Repair Cream


TOMA Ultimate Rebranding Guide Nourishing Botanical CreamTOMA Rebranding Guide Sensing Repair Cream 

Creamy moisturizer to nourish and reduce the effects of oxidative stress.

Facial Hydrate (Harmonizing) now called Sculpting Treatment Oil

A lightweight facial oil for our at home gua sha facial kit. Clients may choose to continue to use this as a facial oil, and we highly recommend the Bioactive Regenerating Oil since more complex and offers more significant results.

Products with No Changes at All

We loved these products so much, we didn't bother changing them one bit. Why fix something that's not broken?

Firming Peptide Eye Cream

Ultimate Rebranding Guide Firming Peptide Eye CreamTOMA Rebranding Guide Firming Peptide Eye Cream

A lightweight eye cream to strengthen collagen and elastin and reduce fine lines and wrinkles.

Time Defense Mask

TOMA Ultimate Rebranding Guide Time Defense MaskTOMA Rebranding Guide Time Defense Mask

An antioxidant-rich mask to combat cellular aging and brighten your skin.

Cellular C Serum

TOMA Ultimate Rebranding Guide Cellular C SerumTOMA Rebranding Guide Cellular C Serum

A lightweight serum to restore sun-damaged skin for a brighter complexion. The product is an enhancement since it enhances the results when used with other products.

Healing Enzyme Serum

TOMA Ultimate Rebranding Guide Healing Enzyme SerumTOMA Rebranding Guide Healing Enzyme Serum

A lightweight serum controls and heals your breakouts as well as reduce redness.

Refined and Minimized Our Product Line

To help you refine your skin care needs, we let go of fluff products so we can focus on delivering only the essential products to keep your skin healthy and vibrant.

Not sure if your current products were discontinued? Not sure which products to use instead? Keep reading below!

Discontinued Products:

  • Citrus Foaming Cleanser

  • Protective Enzyme lotion in two Essential oil blends (now just harmonizing blend in Tonifying Protective Lotion)

  • Balancing Antioxidant Cream

  • Exfoliating Fruit Scrub

  • Resurfacing Enzyme Scrub

  • Cucumber Cooling Mask

  • Clarifying Clay Mask

  • Antioxidant Hydrating Mask

  • Replenishing Oxygen Mask

  • Replenishing Peptide Serum

  • Sea Bright Serum

One of your products discontinued? No fear here are the products to use instead:

  • Citrus Foaming Cleanser: Use Balancing Cleanser or Rejuvenating Cleanser

  • Protective Enzyme Lotion: Use Hydrating Protective Lotion

  • Balancing Antioxidant Cream: Use Bioactive Regenerating Oil or Cellular C Serum

  • Exfoliating Fruit Scrub: Exfoliating Cleanser

  • Resurfacing Enzyme Scrub: Use Exfoliating Cleanser as a mask

  • Replenishing Peptide Serum: Bioactive Regenerating Oil

  • Cucumber Cooling Mask: Tonifying Protective Lotion

  • Clarifying Clay Mask: Use Exfoliating Cleanser as a mask

  • Antioxidant Hydrating Mask: Bioactive Regenerating Oil or Cellular C Serum

  • Replenishing Oxygen Mask: Time Defense Mask

  • Sea Bright Serum: Bioactive Regenerating Oil + Cellular C Serum


TOMA started as a mom-and-pop custom skincare operation whose vision was to educate women on natural skincare while unlocking our skin's innate ability to heal. Though we've grown, our vision for the company is the same - uncompromising quality plant-based skincare products that minimize your skincare routine and maximize your skin's health because we all deserve to live in our best skin.

Our brand is more than a logo, packaging, and formulas, TOMA is the total experience of living in our healthiest lives with unconditionally clean, radiant skin.

Still not sure what products you should be using? Reach out to us! We are more than happy to consult you on your skincare needs.

With love,


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