Natural environmentally safe hair care products are growing in popularity all over the world. Dan Bethelmy-Rada, Global brand president for Matrix | Biolage, a US-based hair care brand, saw this as an opportunity to create his own hair care company. So, he started R.A.W, a professional hair care company committed to ensuring completely natural products through formulation, manufacturing, and packaging. L’Oréal’s Sharing Beauty with All program assisted Dan in his journey to his first US Launch.
Dan Bethelmy-Rada wanted all of his products to be natural, effective, and highly biodegradable. The first step to achieving this goal was obtaining sustainable, fair, and traceable sources. He made sure that all materials followed the environmental-respectful principles of green chemistry. The company had a very minimalist approach to production such as using recycled plastic for the shampoo bottles. Since the launch, the products are recorded to be 70% natural and 98% biodegradable.
Due to his ambition and high standards for the quality of R.A.W products, Dan ran into a lot of challenges. Trying to obtain the most natural products comes at a great cost. In conjunction with teams in Research & Innovation and Operations, huge investments went into testing for these materials. One of the big costs came from the use of clay due to its likelihood of contamination during transportation. Time played a key factor in the process of the first launch. The official launch was delayed because of testing.
Dan Bethelmy-Rada not only wanted to spread his brand but also educate people on the natural lifestyle. To promote R.A.W products, the company created the #LiveRaw digital campaign where they created fun and educational videos showcasing R.A.W products. Dan focused on teaching professionals in the hair community about the benefits of natural products.
Once R.A.W hit the US, consumers all over the country were flocking to these natural products. The hair care brand received 90% of positive reviews along with many positive comments from consumers. The success in the United States has motivated Dan Bethelmy-Rada to spread the brand’s reach across the Atlantic Ocean in Europe.