The word RAAIE (pronounced “ray”) comes from “Ra”, the ancient Egyptian sun god. "Ra" also means "ray of light" in te reo Māori,
RAAIE IS AN ODE TO THE DUALITY OF RELATIONSHIP WITH THE SUN
This relationship is a complex dance of admiration and caution, where the sun's life-giving light and warmth meet the challenge of its harmful UV rays, responsible for 80% of extrinsic signs of skin aging.
RAAIE is rooted in the philosophy of embracing the sun’s benefits while protecting against its dangers.
Our approach is guided by chronobiology, designing products that align with your skin’s natural rhythms to shield against sun damage and repair signs of aging like wrinkles, hyperpigmentation, and uneven texture.
POWERED BY THE WORLD’S MOST RESILIENT PLANTS
Our products harness the unique resilience of the land, sea and alpine botanicals thriving in New Zealand in some of the harshest UV conditions on Earth, and blended with cutting-edge cosmeceutical science.
Learn more about the self-healing powers of New Zealand’s land, alpine and sea botanicals.
OUR FOUNDER
Katey spent much of her childhood re-wilding her family farm in northern New Zealand alongside her father, discovering the powerful properties of the country's plants from an early age. Her family’s mission was to restore the land’s native ecosystems, reintroducing the flora and fauna that had been stripped away for farming a century ago.
She then moved in London and New York for 13 years, working in the fashion and beauty industries. Upon returning home, she combined her passion for New Zealand’s botanicals with her international brand-building experience, and RAAIE was born.
HOUSED IN ENIGMATIC, STONE-LIKE REFILLABLE GLASS VESSELS
RAAIE packaging is designed to feel like sacred objects; something people would cherish rather than throw away. This unique, minimalist approach to packaging has been recognised globally and resulted in RAAIE winning ‘Best Brand Design and Marketing’ at the NZSCC awards and a finalist at the NEXT Beauty Awards in Los Angeles for ‘Best Packaging’.
The Approach
Our formulation approach combines traditional knowledge with contemporary science, drawing inspiration from New Zealand's native botanicals and incorporating them into carefully developed, clinically validated beauty ingredients.
Amidst the fast-moving world of beauty, RAAIE exists to combat trends with intention.
We believe that less is always more. Our formulations are driven by synergy and efficacy. Each product, when added to the range is designed to enhance the benefits of the others.
We collaborate with leading molecular biologists and cosmetic chemists to ensure every formula is grounded in science and optimised for real results. Our process is deliberate and deeply considered, from ingredient sourcing to clinical testing, guided by skin rhythm, bioavailability, and long-term skin health.
The result? A seamless but potent, skincare regime crafted for results. We will never speed the process up to match the fad of the moment. For one, our Morning Dew Vitamin C Serum took 148 tries and two years to perfect.
Slowing down also allows us to meet our responsibility to Mother Earth. From the wild Southern coastlines to the Marlborough valleys, every ingredient is harvested with deep respect for the land.
It's our responsibility, to you and to our planet.
Results Morning Dew Vitamin C Serum
* Panel of 36 respondents between the ages of 24-56, over 6 weeks of using Morning Dew every day.
91% said their skin looked brighter
89% said their skin looked more dewy
86% said their skin looked more even toned