There has long been chatter around the proliferation of Australian beauty, but true connoisseurs know that it’s the other side of the Tasman, New Zealand, where beauty innovation is truly on fire right now. One brand leading the charge (and poised for imminent global domination) is the beauty editor-adored, award-winning RAAIE.

RAAIE is the brainchild of Katey Mandy. Rooted in native-to-NZ botanicals and backed by serious science, RAAIE (pronounced ray) takes a streamlined approach to skincare and is housed in some of the coolest vessels we’ve ever seen. The combo has earned it almost instant cult status amongst beauty industry insiders.We asked the dynamic founder what makes the brand so special and why she believes “less but better” is the only future trend in skincare worth knowing.

What makes RAAIE unique?

The formulations are rooted in nature’s own defence systems - and feature plants that haven’t just survived under New Zealand’s intense UV rays, but have evolved to flourish. These include potent actives such as Mānuka honey, mamaku black fern, kawakawa, and harakeke - botanicals known for their resilience, regeneration, and long-standing cultural significance in Aotearoa New Zealand. Each is paired with cosmeceutical-grade ingredients like stabilised vitamin C, retinal, ceramides, and growth factors to create formulas that are elegant and efficacious. We wanted to build a brand that is the antithesis of trend-based skincare.

Why is the RAAIE skincare regimen a simplified one?

Because more doesn’t equal better. (In fact, overloading your skin with actives can do more harm than good.) I wanted to create a streamlined routine that does everything your skin needs in just a few steps. We like to say you need “less, but better” products – more potent, targeted products that deliver faster results.

Chronobiology is a big part of RAAIE’s philosophy - why?

During the day, your skin is focused on protection; at night, it’s in repair mode. Our formulas are designed to work in sync with these natural rhythms. So the morning serum is full of antioxidants and protects against pollution, UVA, UVB, infrared, and blue light, while the night elixir focuses on renewal and cell turnover.

What’s your must-have?

Yellow Moonbeam Retinal Elixir is an absolute weapon against fine lines, wrinkles, enlarged pores and uneven texture. It contains a cocktail of highly studied ingredients such as encapsulated retinal (which is more potent than retinol but also gentler), bakuchiol, niacinamide, alpine rosehip, and harakeke flaxseed. It firms, smooths, brightens, and transforms skin while you sleep.

Which do you think Sephora customers are going to love the most?

Morning Dew Vitamin C Serum is packed with 15% vitamin C, sauvignon blanc grape seed, wild New Zealand blackcurrant and multi-weight hyaluronic acid. It gives you this immediate brightness and a long-term glow that builds. People say it makes their skin look lit from within, which I love.

Why do you think NZ beauty is having such a moment?

I think people are craving authenticity, and New Zealand offers something real, raw, and rooted in nature. Our native ingredients are also having a moment. Our land is a real treasure trove of highly bioactive ingredients that have adapted to some of the world’s harshest UV conditions.

What’s the inspiration behind the packaging?

I wanted them to feel like modern relics, something you’d leave on your vanity, not hide in a drawer. They're inspired by the white river pebbles that lie in the rivers of the South Island.

What else is a non-negotiable in your own skincare regimen?

I swear by my weekly Golden Nectar Mānuka Honey Cleanser ritual. I use it as a mask once or twice a week, and leave it on for 10 minutes while in the shower. It’s so soothing and smells divine, but it also gives you this gentle enzyme exfoliation that leaves your skin glowing. It’s the perfect reset.