Glow Up
Words & Styling - Tajinder Hayer
Photography & Videography - Nicholas Andrews
Grooming - Alyssa Kraus at A Frank Agency using Ra. Skincare
Behind the Scenes Videography & Photography - Gil Warner
Model - Azim Osmani at PRM
Shot on location at Mondrian London
All clothing - Sunspel
A deep dive with Ra. Skincare into the benefits of vegan skin management
Any man that has spent time shuffling along the aisles of a pharmacy or supermarket, confused by the countless offerings of skin, hair and grooming products on offer will know the struggle and search for simple, effective products that do not cost the earth and that do not require a degree in science to be able to use. It was a similar state of affairs that led to Ra. Skincare being launched in late 2020. Founded by Raheem Mirza and Akhil Shah, the brand was founded on the principle that self care should be for all and that it should be easy. Ahead of the launch of their newest collection (which will be available to purchase this summer) Raheem reminisced about what led to the brand being launched initially “I constantly saw ads for “scientifically formulated” products. When I was looking for myself and wanted to incorporate a skincare regime into my own life, I was fortunate enough to have a background in science so I could understand the language and sift through the ingredient list.” What quickly became apparent, was that whilst there were a number of reputable brands that created products that worked, “there was not a single brand that delivered everything that I needed, and in a way that was convenient”. As with any wholesome and genuine brand, be that fashion or grooming, Ra. Skincare was born because of a genuine desire to try and do things better, “The reason I started the line was that there was a need that had to be fulfilled and I did not want to settle and compromise with a collection of bits from different brands.” Today, convenience is at the core of what Ra. Skincare does and this is supported by a range of effective products that can easily be incorporated into a daily skincare regime.
Ideas are all well and good, but there is a long process to bring a collection from inception to realisation. For Ra. Skincare this started by “establishing some principles which we would not compromise on. These included things like ingredients that had to be natural, vegan and they had to be effective. We wanted them to be convenient and easy to use”. Working with a credible and reputable laboratory partner, each new drop undergoes a testing phase of around nine months to see how users react to the products. Having a good brand message is incredibly important. As Raheem says “you could have the best product in the world, but there would be no point if no-one knows anything at all about it.” Creating a brand image that sold the products, as well as the message, the team settled on the name Ra “because it's the name of the Egyptian god of the sun, who would be reborn every morning at sunrise. We resonated with this message because everyday is the chance to be reborn and start anew. It also ties in very nicely with how skin works on a scientific level with cells being reborn each day.”
Opting for the phrase “skin management as opposed to skincare” the initial collection was the Ra-27 range which was a three-step programme comprising of an exfoliator, face serum and SPF moisturiser. What was most impressive about that initial range was that it was naturally powerful, vegan, with products that are water efficient and that they effortlessly left skin looking and feeling great. The decision to go vegan was a considered one, as “plant based products or a predominantly vegan ingredient list gives you a confidence and assurance that you’ll have natural and organic ingredients, and those providers tend to do other things very well like managing their supply chain or certifying where ingredients have come from and that they are natural.” Of course the range is aimed towards rakish gents, (or you could call them just men), but whatever you call them, they were “an under-represented group when it came to skincare”. The initial feedback was positive, with users recommending the products to others and some skincare virgins suddenly became skincare aficionados. “Customers have been really generous with their feedback and their loyalty in returning to us. Typically customers will only come back with feedback when something has gone wrong so we thought it was wonderful when we had comments that were so rewarding when we launched. It was surprising to us that people had not had positive experiences in skincare, but the most positive comment that we get is that users like the product and integrated it into their daily lives.”
If it ain’t broke, why fix it? Well, the brand wanted “to be able to serve more people with a range that caters for all skincare needs”. Whilst the motto has always been to clean, feed and protect skin, the newest offering from Ra. Skincare includes “more specific products that might deal with concerns that some users may have. I think we also open ourselves up to more people and that people will find that they will really enjoy using the new products”. The new collection (launching Summer 2023) includes:
Awaken - perfect for use in the shower, the hyaluronic acid cleansing foam removes impurities to keep skin looking fresh and supple.
Immerse - a light serum that gives your skin a moisture boost that will help it look fresh all day.
Prevale - a velvety textured anti-age day cream infused with innovative marine active that works to even out skin texture and deliver smoother skin.
Illuminate - a silky eye cream designed to ensure that eyes look fresh and youthful.
What the Ra. Skincare team has done, is deftly developed a range that is simple to use, effective and that will suit the majority of men’s skincare needs regardless of their specific skincare concerns. Skincare has boomed over the last few years, and it is some comfort to know that you can cut out the white noise and have a slick regime that helps you to face the day, and look and feel like the best version of yourself.
A full version of this feature can be found in The Rakish Gent Issue 4.