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Dan Bethelmy-Rada Oversees The Development Of R.A.W


R.A.W is a range of products that have outstanding environmental credentials thanks to a holistic approach used in creating a natural, wholesome and authentic line. According to Dan, R.A.W is a line developed from the realization that there is an ever-increasing demand global demand for natural products that are authentic.

Dan Bethelmy-Rada also is quick to note that current consumers are no longer satisfied with naturally inspired products; instead, these clients want 100% natural products that are also sustainable. Besides, more clients are opting for products that have been designed and developed with minimal environmental impacts.

In an attempt to respond to this demand, Matrix came up with R.A.W. Matrix also had to take a committed approach to develop this new product and thanks to the backing received from “L’Oréal’s Sharing Beauty With All” program, R.A.W was born.

Dan Bethelmy-Rada asserts that R.A.W has been designed to meet a holistic promise made to its users. R.A.W’s promise is offering a line of products that have true and outstanding environmental credentials in all areas of formulation from the product’s formulation, to the manufacturing and packaging of the product.


Naturalness Being the Top Priority

When developing R.A.W the biggest priority is to never compromise on naturalness for whatever reasons. According to Dan Bethelmy-Rada, the team involved in the product’s design and formulation has to overcome a series of challenges brought about by severe constraints.

One such problem that had to be overcome, was the costs associated with these ambitious milestones since ensuring the development of a product that meets natural formulation, production, and packaging authenticity is capital intensive. Go Here to learn more.


Marketing Challenge

While there is an increasing demand for natural products, consumers do not want to be lectured on what is natural & sustainable, and what is not. According to Daniel, this raised a significant marketing challenge. The ingenious method used by Matrix to fix its marketing challenge was social media, and just not any platform, but Instagram; a picture sharing platform. Matrix through its Instagram’s handle in collaboration with salon professionals has been encouraging existing and prospective consumers to live naturally via Instagram. The results have been overwhelming as R.A.W has been receiving over 90% positive online reviews.



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