At Saltwood Hawai‘i, community and culture are at the core of everything we do—which is why partnering with Joey Cadiz as a brand ambassador felt like a natural alignment. Representing our Aliʻi fragrance, Joey embodies what it means to lead with purpose. As a North Shore lifeguard, nonprofit founder, and dedicated community leader, he shows up for his community in meaningful ways—especially in times of need. Following the Kona low storm in March 2026, Joey has been at the forefront of relief efforts across Waialua and Haleʻiwa, mobilizing support and caring for those impacted.
Joey is also the founder of Laulau Solutions, a grassroots 501(c)(3) nonprofit dedicated to restoring health, economy, and land stewardship in Hawai‘i through traditional practices and education. What began during the COVID-19 pandemic as a way to provide free, nutritious meals to community members in need has grown into a powerful initiative rooted in ʻike kūpuna. By using traditional foods like kalo, ʻulu, uala, and maiʻa, Laulau Solutions not only feeds the community but also works to mālama ʻāina—currently restoring 13 acres of land to cultivate and sustain their mission from the ground up.
Our team has had the privilege of volunteering alongside Joey at the loʻi—an experience that deeply connects us to the work being done and the values we share. The loʻi holds a special place in our hearts, and like many across the North Shore, it was impacted by the recent storm. As Joey continues to uplift the broader community, we’re committed to supporting him in rebuilding this space that represents resilience, culture, and connection.
For us, this is what Saltwood Hawai‘i is about—honoring those who lead, giving back to the communities that shape us, and staying rooted in the culture that inspires everything we create.
