Today on the podcast, I’m joined by Katey Mandy, founder and CEO of Raaie, a New Zealand made skincare brand combining powerful land, sea and alpine botanicals from Aotearoa with modern cosmeceutical science.

Katey first joined me in July 2023, when Raaie was just a year into business, and honestly, I could not believe it has only been two years. So much has happened for Raaie in that time.

In this conversation, Katey shares what’s changed since we last spoke, from expanding the product range and growing the team, to relocating back to London and building the brand on a truly global stage. We talk about what it takes to scale with intention, including investment, structures and systems, and the realities of supporting major retail partnerships like Sephora.

Katey also takes us deep into brand, strategy and storytelling, including how she built a clear framework from day one and why consistency matters. We discuss customer retention, loyalty and relationship building, and some of the biggest lessons she’s learned as the business has matured.

Once again, Katey is the most wonderful open book. The feedback from her first episode was so incredible and I know there will be similar thoughts on this one. This is an honest, behind the scenes conversation and it is full of insight for anyone building a product-based business, especially if you’re thinking beyond New Zealand.

I loved my catch up kōrero with Katey and I know you will too.

After this conversation, make sure you are following @raaieskincare on Instagram. And then head to raaieskincare.com to learn more about this award-winning brand and of course, shop some beautiful skincare.

(The 100 Series is a collection of conversations revisiting previous podcast guests to celebrate the milestone of 100 Super Creative episodes.)

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