The creators of Tu'el have a passion for natural skin care, education, and innovative thinking. Today's products are a blend of heritage, modern science, and contemporary design.
The story of Tu'el began in 1963 when Eva Friederichs moved her family of 9 from Philly to California and opened a beauty salon. Eva set out to create a skin care line for the American Culture. A line for every ethnicity, age, gender, and condition.
Since the beginning the line has been natural, plant based, and free of synthetic fragrance.
In 1982 she became the very first vice president of the California Skin Care Association. Eva advocated for the separation of of cosmetology and esthetics licensin, leading a transformation of the beauty industry in America. She was the driving force for writing the very first exam for estheticians in California
Her passion did not stop at the products as she focused heavily on educating and inspiring women. Through the early 1980's Eva was one of the first to hold seminars teaching people how to be successful in the skin care business.
In 1989, she was named a legend in the industry by Dermascope Magazine. And in 2000, she retired and passed the torch to her two daughters, Lori and Lisa. Licensed cosmetologists since the late 1970's and raised in salons, they share their mom's passion for the industry.