The coveted Danish brand takes on a major rebranding and aesthetic, while maintaining the same DNA
“RAAW is a brand that was started by a regular person working in the film industry that wanted more than what conventional brands were offering at the time,” explains founder Trice Angie Christiansen. “Cosmetics were not my background when RAAW was born. I was the average consumer drawn to luxury products. This was until I learned more about what type of ingredients were in conventional makeup, skincare and fragrances. I went down a rabbit hole and realised something needed to change in the beauty world,” Christiansen recounts.
Founded in 2017, RAAW by Trice, now rebranding as RAAW Alchemy, made its name across the Scandinavian and international scene thanks to their high-performing, sustainable, and luxurious yet attainable oils, perfumes and skincare products. “All our ingredients are carefully selected for their individual superpowers and how they compliment each other for better results. Ingredients are never picked for their colour or scent — each and every product is curated for specific skin needs, not to smell or look in a certain way”.
Photo: Signe Vilstrup
After five years known as RAAW by Trice, the brand is undergoing a reimagining as RAAW Alchemy. “I wanted to make the brand more about the people it’s for, and less about me,” explains Christiansen, “I feel like when I first started my journey with RAAW it was for me — I was literally making every little formula for myself, products that I wanted or my closest friends needed. It was a very personal brand, but as RAAW grew it became more and more for the people out there looking for something different than conventional.” With this change, RAAW Alchemy seeks to symbolise the embrace of change and transformation. The process of growth and bravery to explore what could be.
While the brand’s DNA remains the same, rebrand seeks the brand move closer towards its vision of the ideal beauty brand. “We are striving to work towards even more sustainable initiatives. One of which is having all production based in Denmark. This is a step closer to far less of a carbon footprint; we have also switched to an even more sustainable packaging,” says Christiansen. “Besides that, we are focusing a lot more on oil and seaweed, as to me they are the most potent ingredients out there, delivered to your skin directly from nature.”
In terms of products, the best0selling and award-winning products remain in the line-up, and classics like the Blue Beauty Drops are expanding into whole collections that encompass the new essence of the brand. “Blue Beauty Drops will now be called Blue Drops and will be amongst the following products in the Blue Collection: Calming Blue Balm, Cleansing Silk and Ocean Serum, all of which are packed with calming ingredients.”
“I am so excited to watch this transformation grow,” Christiansen tells me, “ but mostly excited that we are now able to change our pricing to something more affordable, especially in these times. That, of course, without compromising the effect or the quality of the product. And lastly, I cannot wait to share the future launch plans with you!”