This follows over a year of discussions that began in early 2024.
“This marks a significant milestone not just for our brand, but for New Zealand’s beauty industry as a whole. While there have been other Kiwi brands in adjacent categories or via local partnerships, this is the first time a premium New Zealand skin care brand has been selected by Sephora to enter their global network, starting with Australia and New Zealand as the first phase,” Katey Mandy, founder of RAAIE, told CosmeticsDesign-Asia.
With products harnessing the bioactives found in native botanicals, RAAIE’s goal is to elevate brand awareness on a global stage, and to position New Zealand as a credible source of innovative, high-performance skin care.
“Sephora’s customer base is deeply engaged in skin care and open to discovering brands with strong storytelling, efficacy, and a point of difference. This partnership allows us to bring the power of New Zealand botanicals to a wider audience, while driving education around skin protection and longevity.”
RAAIE’s products are now available at all Sephora brick-and-mortar stores in Australia and New Zealand, as well as on its online platform.
At the same time, the brand intends to set foot into more markets across the globe.
“We see significant potential to expand into key markets in Asia. We’ve already expanded in London and Europe through our first major partner Niche Beauty, and [are looking at] America over the next two to three years.
“The demand for clean, science-backed, and results-driven skin care is growing globally, and consumers are increasingly seeking brands that combine luxury with authenticity and environmental consciousness. Our focus will be on partnering with retailers and platforms that align with our values and can help tell our unique New Zealand story in these regions.”
Antithesis of trend-based skin care
Founded in 2022, RAAIE’s formulations are centred around skin protection and repair, and are rooted in nature’s own defence systems — plants that have not merely survived under New Zealand’s intense ultraviolet (UV) rays, but have evolved to flourish.
These include potent actives derived from Mamaku (Black Tree Fern), Kawakawa (New Zealand pepper tree), Mānuka, and Harakeke (flax), which are botanicals known for their resilience, regeneration, and cultural significance in the country.
“Each is paired with cosmeceutical-grade ingredients to deliver formulas that are at once elegant and efficacious. RAAIE is the antithesis of trend-based skin care. We work in rhythm with the skin, in step with nature. These aren’t just products; they are rituals infused with botanical wisdom and scientific precision.
“What makes our products stand out are high-performance formulations that fuse cutting-edge science with antioxidant-rich botanicals native to New Zealand, offering both protection from environmental stressors and correction of visible skin damage.”
RAAIE’s hero products include Morning Dew Vitamin C Serum, an antioxidant serum that protects against UV damage while brightening and firming skin; Yellow Moonbeam Retinal Elixir, a retinal serum that alleviates signs of ageing while being gentle enough for sensitive skin; and Cocoon Ceramide Cream, a moisturiser designed to strengthen the skin barrier and is suited for those with dry or compromised skin.
Additionally, Sun Milk Drops SPF50 is a lightweight daily sun protection that “feels more like skin care than sunscreen”. It is said to be a six-in-one product that protects against blue light, UVB, UVA, pollution, and infrared.
“While New Zealand has one of the highest UV levels in the world, sunscreen use still tends to be seasonal and event-based — focused more on summer or outdoor activities rather than daily, year-round application.
“RAAIE’s mission is to reframe SPF as a critical part of an everyday beauty ritual, not just a summer essential. We educate our customers on the fact that 80% of visible skin ageing is caused by sun exposure, and that our products are designed to seamlessly integrate SPF into daily skin care routines, making them feel luxurious and skin-loving rather than a chore,” Mandy shared.
