The idea of R.A.W was conceived when Dan Bethelmy-Rada realized that there is an untapped market for natural products worldwide. Dan, Global Brand President MATRIX, believes that today’s consumers want products that are 100% natural and have a minimum effect on the environment. Matrix introduced R.A.W in response to consumers’ demands making a holistic promise of; “Offering a range of products with exceptional environmental credentials from formulation to manufacturing techniques and packaging.”
Only the natural, effective and biodegradable ingredients with no sulfates, parabens, or silicone are used in the formulation. R.A.W respects the environmental principals of green chemistry while designing its formulas. “The sources for all of our products-from Moroccan Volcanic clay to Bolivian quinoa husk and Bulgarian coriander- are sustainable, fair and traceable” Dan Bethelmy-Rada explains. In order to lessen the resources used in production, Matrix examines the lifecycle of formulas from start to end. Ingredients used are from plants, minerals, fungi, honey, and seaweeds. Shampoo and hair conditional bottles are utterly manufactured from recycled plastic so as to reduce negative environmental impact. It is a fact that most products are more than 98% biodegradable and over 70 % of the brand’s product are made of natural products.
Although Dan and his team obscured a lot of obstacles in their R.A.W journey, they had one ambitious goal; never compromise naturalness. The high cost of production is one major challenge the team encountered. Huge investments are required to ensure that formulation, packaging and production are compliant with Matrix goal. A series of tests had to be conducted by Research & Innovations and Operations teams in order to match L’Oréal’s principles. Consequently, such high costs affect the ultimate price of the product. Time was also a major issue. The team had to work around the clock to find the resources needed and meet the launch deadlines. For instance, finding a clay source was a struggle as it got contaminated quickly during transportation. Rather than compromise the raw material, the launch had to be pushed until the right clay was sourced. After the launch, Dan Bethelmy-Rada is delighted at the 90% positive online feedback. Dan’s next big step is to launch R.A.W globally.
Read more from Dan here.