Introducing our newest series, The Founder Five, where we ask the talented creators behind our most coveted brands to reflect on the (five) questions you’ve always wanted the answers to. First up is the magnetic soul, Katey Mandy – founder and CEO of Raaie known for their ‘less is more’ skincare harnessed from the oceanic and alpine botanicals of her native New Zealand. Are you ready to be ‘In The Glow’?

What makes Raaie different?

RAAIE is an active botanical skincare brand that harnesses the self-healing powers of oceanic and alpine botanicals, combined with the latest in cosmeceutical science.

Ultimately what sets us apart is efficacy. Through research, I found that a lot of active ingredients were either unproven or in such small quantities that they don’t make any difference to your skin - they were basically included for marketing. I wanted to make products with proven efficacy so I leaned on ingredients with significant clinical data behind them. 

Another thing that sets us apart is that we have a minimal approach to skincare, as reflected in our simple AM/PM treatments and our packaging. The beauty industry as a whole encourages conspicuous consumption with over stacked “shelfies” and multi-step skincare regimes. The potency of our botanicals and our highly active formulations allow us to combine multiple treatments into less products based on exactly what your skin needs at different times of the day.

*Reflect* on one of the biggest challenges you overcame when starting Raaie?

Going from working for huge multinationals to your own start-up was a real change. I went from having so many resources and working with the top experts in the beauty industry in London, to being on my own and having to work it all out on the fly back home in New Zealand. In the first few months, I was packing orders in my living room and if the courier label printer broke, there was no IT department to call, no assistants to rely on. It certainly brought me back down to earth and made me appreciate every aspect of the engine that makes a company run. 

What’s your self-care routine?

As soon as I walk in the door at the end of the day, I immediately remove my SPF and make up. Taking slow, deep breaths as I cleanse. I then apply my evening routine which includes our Yellow Moonbeam Retinal Elixir and luxurious Cocoon Ceramide Cream to repair and nourish the skin overnight, accompanied by a brief facial massage to promote circulation and relaxation. These rituals not only enhance skin health but also create intentional moments of calm and self-connection. In the morning,  I love to begin the day with a gentle cleanser to awaken the senses. Applying a vitamin-rich Morning Dew Vitamin C Serum for brightening and protection, then the Cocoon Ceramide Cream for barrier boosting, plumping and hydrating benefits.

What’s your go-to Raaie product?

That’s like asking me to choose a favourite child! But at the moment, I am loving the Yellow Moonbeam Retinal Elixir. Maybe that is because I just turned 40 and this evening elixir is a favourite wrinkle-reversing, firming, clearing all-star miracle worker. It works by increasing your cellular turnover (which slows down with age) so it leaves skin looking clear, smooth, firm and radiant. 

What makes every day *shine* for you?

I love elevating everyday moments into rituals that bring me joy. My special herbal tea pot. The way I set up my work space (I always take the time to set up my work space with the right scents and music and find that makes me so much more focused and productive). And of course, incorporating mindful skincare rituals into your daily routine can significantly elevate your everyday mood and sense of well-being.