Interview: Katey Mandy of RAAIE

Katey Mandy is the founder and CEO of Raaie, a luxury skincare brand harnessing the self-healing powers of New Zealand’s landscape to craft results-driven formulations that enrich the skin and respect the natural world.

Raised on a rewilded family farm in Northern New Zealand, Katey grew up immersed in nature. Working alongside her father to restore the land’s native ecosystems, she developed an early appreciation for New Zealand’s powerful botanicals and the traditional Māori knowledge of their healing properties—an experience that helped shape her lifelong commitment to sustainability.

Katey’s career began in the beauty industry, where she spent 13 years specialising in brand strategy and campaign development for global brands such as GHD, Armani Beauty, and Tom Ford Beauty. Working in both London and New York, she helped scale brands, crafted long-term growth strategies, and refined her understanding of product efficacy.

However, it was returning to her family’s farm after her mother’s passing that inspired her to create her own beauty brand. Seeing the land flourish into a thriving forest reinforced her belief in the regenerative power of New Zealand’s botanicals. Inspired to merge these potent natural ingredients with cutting-edge cosmeceutical science, she set out to build a brand rooted in conscious consumption. The result was Raaie—a minimalist approach to skincare, built on multi-functional formulations that reduce waste while delivering maximum results.

We recently spoke with Katey about Raaie’s journey, the future of the brand, her personal skincare routine, and the beauty essentials she swears by.

What inspired you to create Raaie?

Raaie was born from a simple truth: the land holds answers. I grew up in northern New Zealand, rewilding forests with my father. The plants here aren’t just plants—they are survivors. New Zealand’s ancient flora has adapted over millions of years under some of the harshest UV conditions on Earth. The resilience of these plants fascinated me, especially when you consider that 80% of the signs of skin aging are due to UV damage.

After years in London and New York, I realised the beauty industry had overlooked them. I wanted to change that. I wanted to take their power, pair it with the best of modern skincare science, and create something truly effective. It was also a deeply personal journey. My mother passed away just before I started the brand. Losing her shifted my perspective and made me intentional about what I create and the legacy I want to leave behind.

What product makes the best introduction to the brand?

The Morning Dew Vitamin C Serum is the perfect entry point. It’s powerful but gentle—15% vitamin C fused with antioxidant-rich New Zealand botanicals like sauvignon blanc grape seed and wild blackcurrants (which have 200% higher antioxidant levels than similar varieties growing overseas). It brightens, firms, and protects against environmental stressors, leaving skin with that effortless, lit-from-within glow.

What has been the biggest highlight?

Winning Best Anti-Aging Product 2024 at C&T Allē Awards, Best Packaging 2024 at Beauty Independent Beacon Awards, and the Best New Skincare Brand at Pure Beauty 2023 were incredible moments. But the real highlight? The messages from people who say their skin has transformed. That they feel confident without makeup. That their routine is simpler, but better. That’s what matters.

What advice would you give to those wanting to launch their own beauty business?

Stay focused on your why. The beauty industry is crowded—your brand needs to stand for something real. Make something great. Test it until there’s nothing left to fix. And then tell the truth about it. Skincare is such a personal act of care, and people know when something is real.

What’s next for Raaie?

We’re launching with a few big retail partners this year, which is super exciting and means more customers will be able to get our products overseas. I’m also working on some very exciting new products which deliver deep renewal, but without the irritation.

What does your daily skincare routine look like?

Morning: Golden Nectar Mānuka Honey Enzyme Cleanser, Morning Dew Vitamin C Serum for antioxidants, Cocoon Ceramide Cream for barrier support, Sun Milk Drops Tinted SPF50 to protect.

Evening: Double cleanse with our Golden Nectar Mānuka Honey Enzyme Cleanser, Yellow Moonbeam Retinal Elixir to smooth fine lines and brighten, and finally our Cocoon Ceramide Cream to lock all the goodness in. Simple. Effective.

What are three beauty products you cannot live without?

The Raaie Sun Milk Drops Tinted SPF50, Le Labo Santal 33, and Merit Flush Balm Cheek Color in Cheeky.

What’s the biggest skincare lesson you’ve learned?

More isn’t always better. I used to believe layering actives would give the best results. But overusing strips the skin, weakens the barrier, and leads to irritation. Less, done right, is more. It’s the pillar of everything we do.

What person or brand would you love to collaborate with?

Lyma. They’re at the forefront of medical-grade beauty technology. A collaboration to create an intelligent, AI-powered skin diagnostic device would be revolutionary. Imagine a tool that scans your skin in real-time—analysing hydration levels, barrier health, and UV damage—then seamlessly integrates with your skincare routine, delivering hyper-personalised product recommendations. No more guesswork, no more trial and error. Just the right actives, in the right amounts, at the right time, for results that truly matter.

What’s not getting the attention it deserves in the beauty industry right now?

Biotech. People assume natural is always best. Sometimes it is. Sometimes it isn’t. Science allows us to replicate and enhance nature’s best compounds—stronger, safer, more sustainable. We should embrace that.

Raaie is available in the UK at contentbeautywellbeing.com and raaie.co.uk, and in the US at raaieskincare.com.