Kiwi brand RAAIE, which competes with major global beauty brands and Beyoncé’s own brand, has won the Beauty Independents 2024 Beacon Awards for its unique design inspired by New Zealand river pebbles. We talk more about design with founder Katey Mandy.
How did it feel to be nominated for design alongside Beyoncé’s hair brand and other global brands?
I designed my first bottle on my laptop in Westmere with my baby on my lap. At that time, we were in the middle of the coronavirus lockdown. So never in a million years would I have imagined going up against a brand like Beyoncé Knowles-Carter’s hair care line, Secred. We were very honored to be announced as finalists and join this esteemed company, but then to win the award is truly amazing. I almost fell off my chair when RAAIE was announced as the winner.
Please tell us more about the inspiration behind RAAIE’s packaging and why it is so well-received.
Our bottles are inspired by New Zealand’s river pebbles and embody our commitment to sourcing the finest natural botanicals from this awe-inspiring land. Opaque bottles serve the important function of protecting the potency of our highly active ingredients. We aimed for a minimalist design that blends into any interior, rather than screaming loudly from the vanity. It also embodies a minimalist approach to skin care. While the beauty industry often promotes overconsumption with elaborate “shelves” and multi-step routines, we’ve made a conscious effort to reduce the number of products, packaging, and waste. We advocate healthy consumption. Our powerful botanical ingredients and active formulas allow you to streamline your skin care by combining multiple treatments into fewer products to meet your skin’s needs at different times of the day.
How can this awareness help your business?
This recognition will be of great benefit to our business, particularly by increasing our visibility on the global stage outside of New Zealand. Winning a major packaging award opens the door to new opportunities and partnerships. After the win, it attracted interest from several major companies, including international buyers and US investors. We’ve always been very selective and cautious about rushing into anything, but it’s exciting to see the level of interest and it definitely paves the way for future growth.
Read more: Auckland hospital garden wins International Biophilic Design Award
Where do you think RAAIE will go in the future?
We are currently focused on expanding into the UK and Europe, partnering with several major retailers. We also have several new products planned to fill gaps in this range. The US is a huge market that we would like to enter someday, but we are not rushing into it. We would like to wait to enter the US until we know we can deliver large quantities of product without compromising quality.
Founder Katie Mundy
Out of all RAAIE products, do you have a personal favorite so far and why?
That’s like asking me to choose my favorite girl! So far, I’m loving the Yellow Moonbeam Retinal Elixir. Perhaps it’s because I just turned 40 and Tonight’s Elixir is incredibly good at reducing fine lines and wrinkles and smoothing the skin’s surface. One customer described this as an “Instagram filter for the face,” and I’m here for that. It’s very nutritious and fun to apply, so I’m very particular about it.
