Behind the Brand: Thu Brulé's Path to Self-Care Through Skincare is Inspired by her Vietnamese Heritage
Thu Brulé [Photo by Ella Sophie]
After over 20 years in the beauty industry, Thu Brulé, launched her first product in February 2024. Brulé’s mission is to craft formulas that transcend skincare and become a journey of overall self-care, wellness, and indulgence.
Thu Brulé [Photo by Ella Sophie]
Born in the Mekong Delta region of Vietnam, Brulé’s childhood revolved around nature and was molded by the principles of Buddhism. She witnessed the impacts of poverty and hardships from a young age, and has always valued self-care and beauty from the inside out.
Thu Brulé products are designed to blend nature and science, mirroring Brulé’s personal dedication to living a lifestyle of radiance and vitality across all of life’s diverse stages. We interviewed Thu Brulé to learn all about her journey to launching and to get a peek at her first two product launches.
Thu Brulé [Photo by Ella Sophie]
Can you share a little about your journey in the industry and what led you to launch Thu Brulé?
I have been in the beauty industry for over 20 years having obtained my cosmetology license right after high school graduation as a way to pay for college. Marrying fairly early in life (by today’s standards), I continued in the beauty industry to help support my family.
Due to my innate and creative sense of style, I built a strong and loyal customer base. Being an entrepreneur at heart, I began developing plans to expand my business. However, the arrival of my first child, followed by a second a few years later, prompted a change in focus which led to a pause in my expansion plans. Now with both of my children in high school, my entrepreneurial spirit has been reignited.
Today, like so many of us, I juggle the demands of being a mom, wife, and business owner. Long and stressful days can leave little room for rituals of self-care. As a young girl in Vietnam, I learned first-hand how a difficult life can impact the body and soul.
To cope I embraced the tenets of Buddhism, focusing on the beauty and peace of the inner being instead of the sadness and self-pity that a difficult life can hold. Now, older and wiser, I still rely on those teachings and set aside time every day for my physical and spiritual well-being.
My beliefs are woven throughout the development of the Thu Brulé product line. I launched the brand in the belief that many share my desire to nourish their skin, nourish their soul, and rediscover their inner beauty. When we feel good about our skin we feel good about ourselves.
Ultimately, our goal is to help young girls in the developing world have a better life than I did. The developing world is a very, very tough place to grow up for any child.
Unfortunately, it takes its greatest toll on young women. They are marginalized in every way imaginable. Many are forced into domestic slavery or worse. They are often denied the opportunity for education and without education struggle to climb out of the grave that poverty digs for them.
We understand how difficult their life can be. I experienced it firsthand and still carry the scars of neglect and broken promises. I learned to suppress my tears of pain and heartbreak. I know what it's like to wake up at five every morning to sweep the floors at my school just so I could attend class. I learned how to survive. I want to help them thrive.
When did you launch?
February 2024!
Tell us about your first two launches. What makes them special?
Thursty Skin Hydrating Fluid is our first product launch! It is a high-performance serum designed to target signs of aging at the cellular level. The formula features 5 molecular weights of hyaluronic acid combined with nutrient-rich fruit extracts and ingredient actives that promote collagen and elastin synthesis while protecting against free-radical aggressors.
With key ingredients like Rambutan, Allantoin, and Squalane, the results are immediate hydration while simultaneously energizing sluggish and weakened skin cells from the inside out resulting in softer, smoother, more radiant skin.
We were excited about the results of our clinical trials – We tested individuals between the ages of 30-85 and we saw:
90% of users said their skin felt instantly hydrated after using the Thu Brulé Hydrating Skin Serum.
84.2% of users said their skin felt more supple and smooth since using the Thu Brulé Hydrating Skin Serum.
81.6% of users said their skin is more refreshed since using the Thu Brulé Hydrating Skin Serum.
Later this Spring, we are launching our Free Spirit Correct & Protect Mineral Sunscreen. Free Spirit is a mineral-powered, universal sheer tinted sunscreen that offers triple-duty as a moisturizer, complexion balancer, and sunscreen. We created this SPF to provide ultimate sun protection while honoring your skin’s health and integrity. This formula features patented Active Stress Defense technology that shields anti-oxidants to effectively enhance anti-oxidative power by up to 500%. Free Spirit also offers 100% mineral-based UVA/UVB protection with no chemical sunscreen actives.
Is there anything you want people to know about the ingredients in your products? Sustainability?
Central to our approach is the utilization of ingredients that extend beyond mere surface hydration, penetrating to the cellular level to rejuvenate and energize where it matters most.
Hydralock 360 Complex - is a potent blend of five diverse forms and weights of hyaluronic acid. It precisely targets skin layers with three-dimensional moisturizing effectiveness and stimulates the production of vitamin D receptors, enhancing elasticity from the inside out.
StimuCell 5 - Driven by Rambutan, an exotic superfruit particularly rich in skin-beneficial antioxidants, the complex stimulates collagen, elastin, and keratin synthesis, while visibly improving texture, hydration, and radiance. It also revitalizes cellular energy.
Rambutan Peel Extract is a key component of our Thursty Skin Hydrating Fluid. As part of BASF’s Rambutan Program, the hairy super-fruit is sustainably harvested in my birthplace, Vietnam, from the country’s first organic-certified rambutan gardens. The tropical fruit serves as an integral part of the serum’s StimuCell 5 complex, which stimulates collagen, elastin, and keratin synthesis, while visibly improving texture, hydration, and radiance, and regenerating cellular energy. All Thu Brulé products are also housed in recyclable packaging.
Where are your products sold?
Currently, we are sold exclusively via thubrule.com which allows maximum control over the customer experience, however, we are exploring ways to employ a multi-channel distribution approach.
We are open to forging partnerships with select retailers and exclusive channels in the future!
What’s next for the brand?
Our goal at Thu Brulé is to nurture a community united by a shared passion for health and well-being, achieved through unforgettable brand experiences that resonate with our audience.
As part of this evolution, we are preparing to introduce a premium mineral sunscreen named “Free Spirit” in mid-May this year. We aim to shift the dialogue on daily sunscreen use by developing a formula that not only offers excellent protection but also ensures a pleasant application experience. Stay tuned for the unveiling of our new skincare products currently in progress, set to be revealed in the upcoming 6 months.
[Photos by Ella Sophie, www.ellasophie.com]
A University of Michigan graduate, Lizzy Sherman is an award-winning writer/editor. Her work has appeared in publications including Beauty Launchpad, Nailpro, DAYSPA, CNET, Entertainment Tonight, and more. She has been a featured guest speaker at Cal State University Northridge, Digital LA, and The National Association of Audience Marketing Professionals. When she's not writing, Lizzy enjoys yoga and playing guitar. Follow her on Instagram and Twitter: @zillizy, @zillizy16