Dan Bethelmy-Rada and His All-Natural Hair Care Line

Posted on January 1, 2019

Daniel Bethelmy-Rada, the Global Brand President for Matrix / Biolage, has been working hard to create a new line of all-natural hair care products. The R.A.W is a new range of natural products designed for Matrix / Biolage. Daniel Bethelmy-Rada speaks about challenges and obstacles the company had to face in the process of creating the line.

R.A.W was the answer to the growing number of consumers all over the world that demanded natural products. Daniel Bethelmy-Rada says that more consumers want their personal care products to be 100% natural, with low impact on the environment.

According to Daniel Bethelmy-Rada, the formulas used for this range are natural, effective and highly biodegradable.

To formulate the R.A.W, the brand refused to use silicones, sulfates or parabens. They used high-quality ingredients derived from plants, minerals, honey, fungi, and seaweeds. Additionally, they used packaging made entirely of recycled plastic.

Daniel Bethelmy-Rada says the company’s main concern was to maintain the naturalness of their products, regardless of rules and limitations they had to face.

The main issue related to their goals was the cost of the ingredients. Sourcing premium quality natural ingredients and recycled materials for packaging was a significant investment. Also, it was required to match the new products to Loreal’s high standards. Therefore, many tests and experiments were conducted, which came with a high cost. The company put every effort to develop effective products without an expensive price tag.

The other significant challenge the company had to face is the spreading the word about R.A.W and its philosophy. Nowadays, people don’t like to attend long hours of lectures and educational seminars. They want quick and to the point information. The company organized educational programs and taught stylists from over 700 US salons.

Also, the brand initiated the #LiveRaw digital campaign, which was created to inform people about sustainable living. Company’s Instagram account is full of testimonials, fun videos that not only entertain but also educate.

After a few months of the R.A.W’s launch, Daniel Bethelmy-Rada is proud that the feedback received from consumers are positive and encouraging. The company is seeing 90% of positive reviews. The next step for the R.A.W is its global launch.

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