Kiwi beauty brand beats Beyoncé on the global stage for its design

October 15, 2024

Competing against the likes of big global beauty brands and Beyoncé’s very own brand, Kiwi brand RAAIE takes the win at the Beauty Independents 2024 Beacon Awards for its unique design inspired by New Zealand’s river pebbles. We chat more about the design with Founder Katey Mandy.

How did it feel being nominated for design alongside Beyonce’s hair brand and other global brands?

I designed the first bottle on my laptop in Westmere, with a baby on my knee, in the middle of a Covid lockdown, so never in a million years did I imagine going up against brands like Beyoncé Knowles-Carter’s haircare line, Cécred. We were so honoured to be announced as a finalist and be in this esteemed company, but to then go on and win the award is absolutely mind-blowing. I almost fell off my chair when they announced RAAIE as the winner.

Can you tell us more about the inspiration behind RAAIE’s packaging and why you think it has been highly praised?

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. The opaque bottles serve an essential function, protecting the potency of our highly active ingredients. We wanted the design to be minimal, blending into any decor rather than shouting at you from the vanity. They also embody our minimal approach to skincare. While the beauty industry often promotes excessive consumption with elaborate “shelfies” and multi-step routines, we advocate for conscious consumption—fewer products, less packaging, and less waste. Our powerful botanicals and active formulations allow us to streamline skincare, combining multiple treatments into fewer products tailored to your skin’s needs at different times of the day.

How does this recognition help with business?

This recognition helps tremendously with business by increasing our visibility on the global stage, especially beyond New Zealand. Winning a major packaging award opens doors to new opportunities and partnerships. After the win, we had interest from some big players, including international buyers and US investors. We are always very selective and wary of rushing into anything, but it’s exciting to see the level of interest, and it definitely paves the way for future growth.

Where do you see RAAIE going from here?

We are currently focusing on expanding into the UK and Europe, with a few key retailers in the pipeline. We also have a couple of new products on the horizon that will fill some of the gaps in the range. The US is a huge market that we’d love to be in at some point, but we aren’t rushing into it. We want to wait until we know that we can deliver large amounts of product without compromising on quality before we enter the States.

Out of all the products in RAAIE’s line, do you have a personal favourite so far and why?

That’s like asking me to choose a favourite child! At the moment, I am loving the Yellow Moonbeam Retinal Elixir. Maybe that is because I just turned 40 and this evening elixir is incredible at reducing fine lines and wrinkles, and smoothing the surface of skin. It’s been described by one customer as “an instagram filter for your face” which I am here for. It also has a lovely nourishing feel, and is a delight to apply, which is something I am very fussy about.