The word RAAIE (pronounced “ray”) comes from “Ra”, both the ancient Egyptian sun god, as well as the Māori word for “sun”, and “ray of light”.

RAAIE is an ode to our complicated relationship with the sun. We adore her, we worship her warmth and light, but she makes us look wrinkly and old. It’s like a toxic relationship with your ex; we know she’s damaging us, but we can’t stay away.

80% of ageing is due to the effects of the sun, and yet, we shouldn’t hide from the sun out of fear of ageing. The sun is a literal force of life-giving energy. It is essential to our existence. It’s good for our mood. It's good for our immune systems. It’s good for our gut. It regulates melatonin, which regulates sleep, which regulates skin repair. There is no such thing as good skin without the sun.

We do, however, need the right skincare.

New Zealand botanicals are uniquely positioned to protect and repair our skin from sun damage because they experience some of the greatest UV exposure on the planet due to the hole in the ozone layer and other geological factors. To survive, they have had to develop a defensive mechanism: high levels of antioxidants.

These antioxidants benefit our skin in the same way they benefit the plants: they repair damaged cells and protect against future damage.

No one is more aware of the harsh reality of sun damage than New Zealanders. Recent studies by dermatologist Dr Greg Goodman show that wrinkles and sagging can appear 20 years earlier in women in the Southern hemisphere, compared to our Northern sisters. This sun damage accelerates signs of ageing like wrinkles, rough, dull skin, brown spots, red veins and sagging

Our skincare philosophy is to protect the skin during the day and repair it from any damage in the evening. We favour a simplified regime comprised of potent, active ingredients. We believe the most important building blocks of skincare regime are a vitamin C serum in the morning and a vitamin A serum in the evening. And, of course, SPF every single day.

Raaie The Introduction Set