Female Founded: RAAIE

At RAAIE, nature isn’t just an inspiration – it’s the blueprint. Born from the lush landscapes of New Zealand, RAAIE is redefining skincare with a potent mix of cutting-edge science and ancient plant wisdom. Growing up in northern New Zealand, home to some of the hardiest, UV-resistant plants in the world, RAAIE’s founder Katey Mandy set out to answer a glaring question: why hasn’t the beauty industry fully harnessed the power of botanicals?

RAAIE is grounded in chronobiology and an unwavering commitment to sustainability through products that sync seamlessly with the skin's natural rhythms. Whether it’s their award-winning Cocoon Ceramide Cream or the indispensable Sun Milk Drops SPF50, RAAIE stands for results without compromise.

With exciting new launches on the horizon and a mission to bring the strength of New Zealand plant life to the world, RAAIE is proving that beauty, when rooted in purpose, has the power to thrive.

What inspired you to start RAAIE? What gap in the market did you set out to fill? And have you been able to stay true to your aspirations?
RAAIE was born from a simple truth: the land holds answers. I grew up in northern New Zealand, replanting native forests with my father. These aren’t just any plants - they are survivors. New Zealand’s ancient forests contain some of the most UV-resistant plants in the world, evolving over millions of years under some of the harshest sunlight on Earth. Their resilience always inspired me.

After years in London and New York, I returned to New Zealand when my mother was very ill. When she passed away, I began to see the world differently. I wanted to create something meaningful, something lasting. The answer was in the land of my childhood. I realised the beauty industry had overlooked the strength of these botanicals, and felt inspired to bring their power to the forefront.

The gap in the market was clear: skincare that works, without the noise, rooted in nature but backed by science. That’s what I set out to create. Have I stayed true? Yes. RAAIE isn’t about trends or excess. It’s about harnessing the strength of these botanicals to deliver results - while respecting the earth that gives them to us.

How does the beauty and wellness sector continue to energize your creativity?
The beauty world moves fast. But at its core, it’s about one thing: care. That keeps me going. I’m inspired by the collision of nature and science - biotech, encapsulation technologies, regenerative ingredients, things that make you think, “This could change everything.”

But more than that, it’s the people. The woman who writes to say her skin feels alive again. The conversations about what truly works and what doesn’t. That’s where the spark is. It’s raw, real, and it makes me want to do better every day.

Can you share some of the key milestones or challenges you’ve faced in running RAAIE, and how they have shaped your journey as a female founder?
Winning awards like “Best New Skincare Brand”,“Breakthrough Brand of the Year” and specialised awards like “Best Night Moisturiser 2024” for our Cocoon Ceramide Cream were all proud moments. But milestones aren’t what shape you, it’s the grind. Convincing people that these botanicals - ones they’ve never heard of - are worth trusting. Facing delays, doubts, and days when nothing seems to go right.

What shaped me most? Listening. To customers, to mentors, to my gut. As a female founder, there’s pressure to do it all. But I’ve learned to strip it back - focus on what matters, fix what’s broken, and keep moving forward.

Even in non-tropical climates such as London, do we need to wear sunscreen/ UV protection everyday?
Every. Single. Day. That’s how often we need to be wearing sunscreen. It’s not just about avoiding sunburn – sunscreen is a daily shield against the harmful effects of UV exposure. Even while we’re inside, UV rays can penetrate windows and bounce off surfaces around you. As for UVA rays, they’re the ones that age you and can even travel through clouds. This means that even on a classic London grey day, we’re still being exposed to the aging effects of the sun. It's about protecting our skin from long-term damage that accumulates without us even realising. A broad-spectrum SPF like our Sun Milk Drops Tinted SPF50 protects against both UVA and UVB rays but also has protection against other free radical aggressors that damage skin like digital blue light and pollution. It’s an easy and crucial step in a skincare routine, no matter where you live or what the weather looks like.

How do you incorporate UV protection in your daily routine?
Our Sun Milk Drops SPF50 is an absolute non-negotiable in my daily routine. 80% of the signs of aging come from UV rays. That’s not just wrinkles, but pigmentation, loss of volume, uneven texture and more. It’s the number-one skincare tip I give to anyone – why wouldn’t you protect what you’ve got? Our mineral sunscreen is special, as it’s also a lightweight skin tint with a peach tint that gives the skin a natural, radiant, lit-from-within glow. It's a forever step in my daily routine, I apply it after my skincare and then before makeup.

Can you please tell us more about the principle of Chronobiology?
RAAIE’s system has been designed to support the skin’s circadian rhythm, focusing on protection in the morning and repair at night. Chronobiology in skincare is all about syncing your routine with your skin’s natural 24-hour cycle, or circadian rhythm. It operates much like the body’s internal clock. During the day, our range allows the skin to focus on protection against environmental stressors. While at night, specialised products like our Yellow Moonbeam Retinal Elixir enables the skin to shift into repair and regeneration mode. One of my favourite parts of this science is that RAAIE’s ingredients are delivered when the skin needs it most at each hour, allowing for a more balanced and glowing complexion. The research is amazing. By aligning your skincare routine with these natural processes, you can support your skin’s health and boost its resilience.

For women interested in starting their own brand, what advice would you give based on your experiences?
Know why you’re starting. If it’s not clear, don’t begin. Solve a problem. One problem. And solve it well. You don’t need every product or every answer - just a good one.

Second, be relentless. You’ll hear “no” more than you think you can handle. But you can handle it. Take the hit, learn, and push ahead. Finally, remember this: slow is steady. Steady is strong. Build something that lasts.

What’s next for RAAIE? Are there any exciting launches our readers can look forward to?
We’re working on something special right now. It’s bold but gentle. And it’s packed with perhaps the most homegrown and beloved New Zealand botanical, alongside the best of our local berries. It’ll brighten, exfoliate, and leave you feeling refreshed. The horizon is wide beyond that. More innovation. More sustainability. More ways to bring the strength of New Zealand to the world. Stay with us. We’re just getting started.

Shop RAAIE here.