Product Updates, Purest Maui Burn To Brown

Our Purest Maui Burn To Brown has been sold out, but is in the production process currently at our factory. This should be available again soon!

Maui Island Secret launches Red Gecko All Natural Sunscreen

Maui Island Secret launches Red Gecko All Natural Sunscreen. With an all natural 100% non-nano Zinc formulation, our sunscreen goes on light, and quickly blends into your skin without the chalky white look, it turns clear.

Maui Island Secret launches a new skin care line of products, Hawaiian Botanicals

Maui Island Secret launches a new skin care line of products. Hawaiian Botanicals is formulated and created in Hawaii with local botanical extracts, and enhanced with organic butters. If you have enjoyed our Maui Island Secret products for the past 20 years, we recommend trying our new line. Aloe Vera Spray, Moisturizing lotion, and Natural shaving Gel. Available on our website, and on Amazon.

Maui Island Secret launches new organic product line Purest Maui, Perfect Organics

Maui Island Secret has launched its new organic product line, Purest Maui, Perfect Organics, the new product line is designed for higher end resort pools and spas.

Purest Maui recently launched the new line as the exclusive product at the Ritz Carleton on Maui. Purest Maui products can also be purchased online at

Maui Island Secret Original Formula has been a cult favorite in Hawaii for over 16 years, and Purest Maui is the first new product line to be released.

Visit to purchase the original formulas.

Direct from the islands!

The whales have been spectacular this year… pretty much the best season ever according to long time Maui residents. There’s about a week left of “whale watching season” and when they depart, it means summer isn’t far behind. Now is a great time to stock up on your Maui Island Secret favorites. We have been able to hold prices for more than 10 years, but it was inevitable that we would have to make an adjustment. Starting May 15th, the retail price for Browning Formula, Burn-to-Brown, Tan Sealer and our Browning Crème (SPF 5) will be $13.99 for each of the products. This will be your last chance to buy at last decade’s price point of $11.99. We appreciate your continued patronage. We have many customers who have been enjoying these proprietary formulas for 15 years.

Mahalo and Aloha

Maui Island Secret Team

Celebrating our 15th Year!

The year 1999. 
The Y2K scare.
You could buy a gallon of gasoline for a buck thirty. Gold was $280 an ounce.
The biggest news story centered on the impeachment of President Clinton and his subsequent acquittal by the Senate. Monica Lewinsky became a household name.
Denver won the Super Bowl. Shakespeare in Love the Oscar for best picture. Ally McBeal and The Practice were the hot TV shows while Celine Dion’s My Heart Will Go On dominated the radio. (Yes, people still listened to the radio!) 
Most importantly, Maui Island Secret was born on the island with one product launched at a handful of accounts. This year the company will celebrate 15 years in business and 10’s of thousands of satisfied customers. 
How passionate are MIS users? We are constantly getting orders from all over the country for a case of product. That is 24 bottles to an individual user. It even amazes us.
Our incredible tanning product, Browning Formula, was our original and still our number one seller. The combination of nutrient rich oils and the “secret” coffee blend makes this the ultimate for those desiring the deepest, darkest tan. We have testimonials pouring in every week from people who have had exceptional performance from our BF, and we have even been “threatened” if we ever quit making it. (We hope they are kidding!) 
Closely behind that all-time favorite are our superb Tan Sealer and unique Burn to Brown. Both are aloe products with Tan Sealer working as a healer and hydrator in a creamy lotion and Burn-to-Brown as a healer non-parallel. Recently, B-t-B was rated the top selling pure aloe product by Long’s Drugstores in the islands.
The passion for the product was nicely illustrated last week when we had a customer form Italy call for an emergency shipment of Tan Sealer and Burn-to-Brown. You see, her annual trip to Maui got delayed and she was running out of her “precious potions” … her words. The freight far exceeded the cost of product but it didn’t matter since she said her skin depended on the products and she looked decades younger after using MIS for many years.
We have a lot of stories like that we could share but the bottom line is we make Maui Island Secret just like we did 15 years ago. Same quality ingredients, hand crafted in our own facility. 
So, join us in celebrating 15 years in 2014.


Maui Island Secret Team

The "Best of"

It was more than 35 years ago when Bruce Chadwick, the founder of Maui Island Secret, and Charley Richards, founder of Absolutely Natural, met as young men on the island of Maui. Charley stayed almost 10 years before moving to Florida to open his suncare factory while Bruce never left. And, it was in 1999 that they collaborated on Maui Island Secret which to this day is one of the most popular tanning product lines in the Hawaiian Islands.

Frequently, we are asked questions about where to go, what to eat etc. on the island so we went to Charley and Bruce for a little advice.

Best view on the island: Charley says top of Pineapple Hill in Kapalua while Bruce votes for the Sea House Restaurant Bar at Napili Bay. Both agree there are about 20 great answers to this.

Best surfing beaches: Bruce is the expert here and he says in summertime it is Mala Wharf and the breakwall and in winter time it is Honolua Bay and Little Makaha.

Best dive spots: Charley says Molokini or for more advanced divers, the back side of Lanai.

Best place to grab a bit to eat on the way to the beach: Bruce votes for the Shark Pit on Puukolihi Road at the Open Market while Charley says Nagasako Okazu Ya Deli at Old Lahaina Center.

Best sun bathing beaches: Bruce says Kaanapali, Napili Bay, Baby Beach and Wailea while Charley votes for Makena Beach.

Best local food: Charley votes for Paia Fish Market while Bruce says Star Noodle.

Best people watching beaches: Bruce votes for Kaanapali and Napili Bay while Charley says go to Wailea in front of the Grant Wailea or Four Seasons (best chance to see a movie star or two as well).

If you want to know something about the island from people who have a lot of experience there, drop us and e-mail or let us know on Facebook.


Maui Island Secret Team

Perfect Organics

You know when you have that perfect family recipe that you’ve enjoyed for years?  It tastes great and you think nothing could ever improve it.  Then, someone comes along and suggests enhancing the ingredients a bit; you do so not expecting much but then you have to admit, it is better! 

Welcome to the Maui Island Secret Café and our new recipes, Perfect Organics (Perfect-O).

Since 1999, the original Maui Island Secret formulas have been enjoyed by tens of thousands of our island visitors and mainland friends that purchase through our web site.  Our testimonial cabinet overflows with kudos from our loyal customers. They enjoy getting that Maui kissed tan.

With Perfect-O, we’ve enhanced each of the original formulas, added SPF’s and came up with a brand new product, Darkest Secret (more on that later).

What we’ve added:

Browning Formula: 

  • Organic Borage, a natural anti-inflammatory and anti-thrombotic agent
  • Organic Sunflower, rich in essential vitamins and at relieving skin irritations

Tan Sealer: 

  • Blueberry Fruit Extract, a super anti-oxidant with essential fatty acids
  • Hydralphatine Asia, combination of Asian aquatic plants (bamboo, lotus and water lily) for cell rejuvenation, super moisturizer and anti-aging
  • Superoxide Dismatuse, extracted from a French melon that can actually help repair skin already damaged by elements 

Burn to brown: V

  • Vitisvinifera (grape extract), anti-oxidant, anti-aging and a natural collagen booster
  • Superoxide Dismatuse

Browning Crème SPF 5: 

  • Blueberry Fruit Extract
  • Superoxide Dismatuse

In addition to the above, we have added an SPF 15, SPF 30 and SPF 45 all featuring the natural sunscreen, Titanium Dioxide. Our sunscreens provide both UVA and UVB protection and are naturally water resistant.

The newest “recipe” on the menu is our finest, Darkest Secret.  This is not only the ultimate tanning oil, but can be used as massage oil, a deep conditioner for hair and scalp, as a bath oil and a super hydrator after your shower.  The ingredient deck is impressive and includes:

  • Hi Oleic Sunflower Oil
  • Organic Jojoba Oil
  • Organic Rose Hips Oil
  • Squalane
  • Macadamia Oil
  • Kukui Nut Oil
  • Kona Coffee
  •  Blue Jamaican Coffee
  • Vitamin E
  • Organic Borage Oil
  • Organic Green Tea
  • Raspberry Oil
  • Organic Oils of Bergamot, Lemongrass, Tangerine and Lime

With Darkest Secret, you get anti-oxidants, anti-aging, free radical scavengers, mass quantities of nutrients and vitamins, but most of all healthy, supple, soft skin and the best tan ever.

Word of caution, though. Perfect-O is available in limited quantities and for a limited time. It is the “seasonal” special on our menu, so try it before it’s no longer available.


Maui Island Secret Team

How Maui Island Secret started!

We're often asked how Maui Island Secret got its start, and, as is often the case, it was to fill a need not met by products already on the market.

Bruce Chadwick moved to Maui in 1977 with the intention of working for a few months before going to other, exotic destinations. Thirty six years later, Bruce still works, plays, surfs and lives on Maui.

For many of the early years, Chadwick worked for suncare companies and developed a successful distribution company selling products from the mainland. But he was never fully satisfied with what he was offering.

In the late 90's, he made the commitment to formulate his own product line to his exacting demanding standards. His goal was simple...make the best, most natural products possible utilizing the rich resources of Maui and the neighboring islands. He studied the advantages of native raw materials and then hired a world famous cosmetic chemist to assist in the quest.

Chadwick's dictum was simple; use cosmetic quality ingredients that benefit those that enjoy the sun. Raw ingredients such as Maui Coffee and Green Tea, not usually associated with tanning, were important in the formulas. After years of testing, the first product, our famous Browning Formula, was launched in 1999.

Chadwick knew he had an immediate hit with the public and he developed other world class products including Tan Sealer, Burn-to-Brown and SPF 5 Browning Creme. In fact, Chadwick has been credited with "inventing" an entire new genre of product.. the Browning Category.

Today, Maui Island Secret enjoys an almost cult like following after 14 years of non-compromising products. The line that was born on the beaches of Maui still has its heart and soul in the islands.



Maui Island Secret Team

Why do you love Maui Island Secret?

We want to hear from you. Tell us how you got to know Maui Island Secret, what your favorite products are and why you love them. Give us a shout back.X