CEO CHATS: Katey Mandy, RAAIE Founder

CEO CHATS: Katey Mandy, RAAIE Founder

by Hermione Bellm in Interviews With CEO Women That Inspire Us

Founded by Katey Mandy, skincare brand RAAIE is driven by her vision to harness the rare strength of New Zealand botanicals and pair it with cutting-edge skin science, creating products that are as effective as they are thoughtful.

Define your brand 
RAAIE is a high performance skincare brand born in New Zealand, where botanicals have adapted to survive the world’s strongest UV. By fusing this natural resilience with advanced cosmeceutical science, our formulations deliver powerful results that work in harmony with the skin’s circadian rhythm.

What is your USP? / What sets your brand apart?
Our strength lies in provenance and philosophy. We harness New Zealand’s UV resilient botanicals and combine them with advanced actives, aligned with the skin’s natural rhythm for maximum efficacy. Our packaging also sets us apart. It was designed to look like enigmatic stone-like vessels inspired by river pebbles, designed to be kept and cherished.

To what do you attribute your brand's success?
Trust and authenticity. Customers are often drawn in by design, but what keeps them 
returning is the performance. Our pared back but powerful regime delivers real results. 

Customers are often drawn in by design, but what keeps them returning is the performance.

What is your key role in the business today? How has it evolved with time?
In the beginning I was doing everything, from formulating to packing orders. I still wish I could spend all day in the lab, but now my role is creative direction, storytelling, and building global retail partnerships. My job is to hold the vision while my team brings it to life. 

What is your brand mantra?
The wisdom of nature, the precision of science. 

Why has your brand made headway in such a competitive market?
Our unique design is often what first captures attention, but it is results that make people loyal. Our customer return rate is exceptionally high, which tells us that the formulas speak for themselves. A modern philosophy of circadian aligned routines and science backed botanicals has also struck a chord with today’s consumer. 

What advice would you give to someone wanting to start their own
business in the beauty arena?
Have clarity of vision and know your point of difference. Be prepared to work harder than you thought possible, and surround yourself with mentors who believe in you. Start small and allow yourself to learn and adapt along the way. Don’t be in a rush or compare yourself to others. Stay true to your unique point of difference and build with patience, integrity, and purpose, and the right customers and opportunities will find you. 

Have clarity of vision and know your point of difference.

How do you stay ahead and keep your brand relevant in our digital world?
Through storytelling. The pace of digital is fast, but authenticity lasts. By weaving together New Zealand provenance, sustainability, and science, we create a narrative that feels enduring. Collaborations with artists, editors, and scientists also keep the brand evolving. 

What can we look forward to seeing next from you, and the brand?
We are about to launch the Tranquillity Water Activating Mist. It is the future of intelligent hydration, powered by volcanic thermal water, infused with peptides and electrolytes, and delivered through our Aqua Dermal Encapsulation technology. Light as air but potent as a serum, it locks in 72 hour hydration and supercharges the daily routine.

CEO QUICKFIRE

Coffee order
Oat flat white 

What’s inspiring you?
Nature, always. And specifically, the incredible resilience of New Zealand nature

Favourite business quote
Be so good they cannot ignore you

Groundbreaking brand you love
Aesop - a masterclass in storytelling and sensory identity

Product you admire / wish you had created
Biologique Recherche Lotion P50 – radical, disruptive, and still iconic 

Find RAAIE online and @raaieskincare & Katey @kateyellenmandy

Previous Post Next Post

Related Posts

CEO CHATS: Eleanor Pendleton, Haléau Beauty

CEO CHATS: Eleanor Pendleton, Haléau Beauty

  Eleanor Pendleton, founder of Gritty Pretty and one of Australia’s most respected beauty editors, is expanding her influence in the industry with the launch of her new brand, Haléau Beauty. Set to debut in 2025, Haléau represents her next chapter - a curated collection of skincare and beauty essentials designed to combine luxury with integrity. With a background rooted in over a decade of beauty journalism, Eleanor brings her editorial eye and deep understanding of ingredients, efficacy, and consumer needs to the brand. Define your brand Haléau is a clean cosmetics house creating skin-first makeup in refillable keepsake packaging. Every product is designed to be luminous, considered and timeless — beauty that honours both skin and planet. What sets your brand apart?Our point of difference is the union of performance, sustainability and meaning. The formulas feel like skincare, the packaging is sculptural and refillable, and every detail is crafted with intention. We’re not chasing trends – we’re creating objects of beauty designed to be treasured. We’re not chasing trends – we’re creating objects of beauty designed to be treasured. What do you attribute your brand's success to? Community and storytelling. From the start, I’ve shared the founder journey transparently through Open Book on Substack – the wins, the struggles, even the financials. That honesty has created trust and loyalty, which is the foundation of our success. What is your key role today in the business? How has it evolved with time?Right now, I wear almost every hat – founder, creative director, marketing director, product developer, storyteller. As we grow, I hope my role will evolve into one that’s less about doing everything myself and more about building a value-aligned team who can bring Haléau’s vision to life alongside me. What is your Brand mantra?Illuminate with intention. Why has your brand made headway in such a competitive market? Because we’re not trying to be everything to everyone. We’ve been very clear about our philosophy – slow-batch, refillable, skin-first makeup – and stayed true to that, even when it’s harder or more expensive. Consumers are smart; they recognise integrity and also quality when they see it. What advice would you give to someone wanting to start their own business in the beauty arena?Be very clear on your “why.” This industry is fast-moving, competitive and often unforgiving — if you don’t have a deep purpose guiding you, it’s easy to burn out. And don’t underestimate the financial reality. Build a buffer, be transparent with yourself about costs, and know that it will take longer and cost more than you think. Be very clear on your “why.” This industry is fast-moving, competitive and often unforgiving — if you don’t have a deep purpose guiding you, it’s easy to burn out. How do you stay ahead and keep your brand relevant in our digital world? By being human online. Social media changes daily, but what doesn’t change is people wanting connection. Since announcing the launch of the brand, I have been sharing the behind-the-scenes of building Haléau, my family life, and the honest realities of being a founder. That authenticity keeps us relevant. What can we look forward to seeing next from you, and the brand? Our launch product, the Pearl Baume Illuminating Highlighter, is just the beginning. Next, you’ll see refillable powders, liquids, brushes, body products and supplements – all crafted with the same philosophy of slow-batch, skin-first beauty. Longer term, my dream is to create an entire ritual of keepsake cosmetics.   CEO QUICKFIRE Coffee Order  Regular cappuccino extra hot, always. Or, an iced oat matcha with honey. What’s inspiring you?  Honestly, right now it's Haléau's community. Before we even launch on October 1, the community has been so supportive, so invested and so encouraging – these women inspire me everyday. Favourite business quote   “Build something you’d be proud to put your name on.” Groundbreaking Brand Emma Lewisham — she’s proving luxury and circularity can co-exist at scale and has been a friend and inspiration of mine. Product you admire/wish you’d created! Becca’s Shimmering Skin Perfector in Opal. It was truly iconic and set the standard for luminous, skin-enhancing makeup. Although it’s no longer in the market, it inspired the creation of our Pearl Baume Illuminating Highlighter, which I like to think takes that same radiance and reimagines it with a cleaner, more advanced formulation. Find Haléau Beauty online and @haleaubeauty & Eleanor @EleanorPendleton

Learn more
CEO CHATS: Vanita Parti, Blink Brow Bar Founder

CEO CHATS: Vanita Parti, Blink Brow Bar Founder

Founded in 2004 by Vanita Parti MBE, Blink Brow Bar has become a pioneer in bringing the art of eyebrow threading to the UK beauty scene. With over 15 locations and an award-winning product line, the brand is dedicated to empowering confidence through expert brow and lash care. Inspired by her Indian heritage and driven by a vision to fill a gap in the market, Vanita has transformed Blink into a leading name in beauty while championing female entrepreneurship and innovation. Define your brand A female led brand that shapes confidence one brow at a time, leaving you feeling a better version of yourself. What is your USP? We ensure that all therapists deliver our promise to our customers ‘fabulous brows and lashes, lifting not only brows and lashes, but spirits too’. Twenty million brows later, customers know that they are in the trusted hands of a blink therapist or a BBB product.  To what do you attribute your brand's success? Staying focused on one thing and delivering it to the highest standard. It has been so tempting to delve into so many other treatments, but it only ends up serving as a distraction. We invest in training, interiors and a sensory experience. We continuously work to deliver the brand promise, which has not changed since Day 1.  What is your key role in the business today? How has it evolved with time? I am very involved but more strategically so and less in the day to day. I set out the vision and creatively move the brand forward so that we remain as relevant and as exciting as twenty years ago. What is your Brand mantra? Never take your eye off customer needs, or competition and keep evolving to stay ahead. Why has your brand made headway in such a competitive market? We were the first to bring threading in a trusted way, to the UK, so we all need to ensure that we remain the market leaders. We invest in training, to ensure an elevated service, consistently across all our brow bars. A wonderful customer experience is vital, and eyebrow shaping should be seen as time out, a respite from the world for a few moments. We have weaved heritage through everything we do so that the sixty second massage is almost as important as the shaping itself. Eyebrows can be overwhelming, so it is important that we build our customer’s confidence. We then also arm our customers with the best advice and products so that they continue to feel supported when doing brows at home. It is the laser focus, expertise that remains consistently good and therefore trusted that makes us stand out.  We have weaved heritage through everything we do so that the sixty second massage is almost as important as the shaping itself. What advice would you give to someone wanting to start their own business in the beauty arena?Make sure you are fulfilling a need that doesn’t exist and if it already does, repackage it or deliver it differently to make it compelling. Simplicity is key, you should be able to explain your customer proposition in a couple of sentences. How do you stay ahead and keep your brand relevant in our digital world? We only have a second to grab digital attention so need to ensure we are constantly engaging our audience. Community is everything and are they are our best ambassadors; we are fortunate that they are always happy to share the love. We produce our own content and do many collaborations which are important in positioning the brand and bringing in new audiences. Educational content comes from our brow stylists and Founder content to ensure we are seen as the true experts in our arena. Community is everything and are they are our best ambassadors; we are fortunate that they are always happy to share the love.  What can we look forward to seeing next from you, and the brand? To be the global go-to brand for everything brows and lashes. Development is about service innovation and products to have the same impact at home. We have a new tubing Mascara which gives you a Lash Lift at home. We have just launched a lash serum that has no nasties and promises longer and stronger lashes. In terms of services, the Korean Lash Lift is spectacular, lifted lashes with a kinder solution and I urge everyone to give it a go. We are also looking to open globally and Dubai is the next hot spot.  CEO QUICKFIRE Coffee OrderFlat white. Simple but crucial. What’s inspiring you?The way people are being driven back to bricks and mortar, services and restaurants bringing communities back to life.  Favourite business quote "Your most unhappy customers are your greatest source of learning" - Bill Gates Groundbreaking Brand you loveVinted – so great to see kids recycle clothes rather than buy fast fashion. It also gives them the experience of running a business, negotiating and making money.  Product you admire/wish you’d created! Aesop are truly delivering brand success and a great case study for any brand trying to scale up while staying true to values. Such a sensory brand that also looks consistently beautiful, iconic. I wonder why I am prepared to spend so much on a shower gel, time after time. But I do.  Find Blink Brow Bar online and @blinkbrowbar & Vanita @vanitaparti

Learn more
CEO CHATS: Amy Liu, Tower 28 Founder

CEO CHATS: Amy Liu, Tower 28 Founder

Tower 28 is the first beauty brand 100% dedicated to sensitive skin, but made for all. The brand was founded by Amy Liu, a beauty industry veteran with over 15 years of experience working with some of the most iconic names in cosmetics. Amy’s vision goes beyond products, she built Tower 28 to be a community. The name itself comes from a lifeguard tower in Santa Monica, a gathering spot where people of all backgrounds come together. In the same spirit, Tower 28 is about inclusivity, accessibility, and breaking down the barriers in beauty. Define your brandTower 28 is the first beauty brand 100% dedicated to sensitive skin, but made for all. Everything we do is rooted in safety, community, and fun. Our mission is to prove that “clean” can actually mean safe for sensitive skin - without compromising on joy, color, or creativity. What is your USP? / What sets your brand apart?We’re the only beauty brand that follows the National Eczema Association’s ingredient guidelines across our entire line. From day one, I wanted people to trust Tower 28 without hesitation, knowing our products are dermatologist-tested, non-irritating, and safe for even the most sensitive skin. And the fact that everything is under $34 makes it more accessible, which is so important to me. To what do you attribute your brand's success?Our community. Every win we’ve had - from going viral on TikTok to launching in Sephora - has been because people genuinely connect with our products and our story. I’ve had eczema my whole adult life, so when customers tell me SOS Rescue Spray changed their skin, it feels personal. That authenticity and trust is what drives our success. What is your key role in the business today? How has it evolved with time?In the beginning, I wore every hat. Today, my role is much more about vision, leadership, and community-building. What is your Brand mantra?Collaboration over competition. It’s a reminder to lift others up and to always lead with kindness and community. Why has your brand made headway in such a competitive market?We created something that didn’t exist before: dermatologist-tested, clinically vetted, sensitive skin–friendly products that are also fun, affordable, and inclusive. People trust us because we put skin health first, and they stick with us because our products perform. What advice would you give to someone wanting to start their own business in the beauty arena?Invest in your community and be curious. Ask questions, learn from others, and don’t be afraid to reach out for help. When I started Tower 28, I leaned heavily on my network, which is why I later launched Clean Beauty Summer School to support other minority founders. And remember: be nice and work hard. Your reputation is everything. Ask questions, learn from others, and don’t be afraid to reach out for help. How do you stay ahead and keep your brand relevant in our digital world?We listen to our customers, our community, and our team. So many of our launches have come directly from feedback. We also embrace platforms like TikTok and lean into storytelling,which keeps us connected and nimble. At the end of the day, relevance comes from being authentic and responsive to what people actually want and need. What can we look forward to seeing next from you, and the brand?We’re continuing to grow globally, which is such an exciting milestone! And of course, we have some really fun new launches planned for 2026...but those are still under wraps for now! All I can say is they’re products our community has been asking for, and I can’t wait for everyone to see what we’ve been working on. CEO QUICKFIRE Coffee Order?Iced latte with oat milk - always. What’s inspiring you?Our community. Every DM or message I get from someone who says SOS Spray saved their skin (or their baby’s!) keeps me inspired. Favourite business quote?“You can have it all, but not all at once.” It reminds me to give myself grace as a founder and a mom. Groundbreaking brand you love?Hanahana Beauty. Not only are their products beautiful and effective, but the brand is truly committed to fair-trade sourcing and uplifting their community. They’ve set such a strong example of how a beauty brand can lead with purpose and impact. Product you admire / wish you’d created?MARA’s Algae + Moringa Universal Face Oil. It’s one of those products that feels indulgent and effective at the same time - my skin just drinks it up. It’s simple, elegant, and delivers results in a way that feels like a daily ritual. You can find Tower28 online and @tower28beauty & Amy @amyliu_t28

Learn more