The synergy between fashion and beauty is both natural and inevitable, says the founder of beauty and perfume brand Raaw Alchemy, which is stocked in many fashion stores.

Q&A with Trice Angie Christiansen

Founder of the award-winning beauty and perfume brand Raaw Alchemy, which celebrates its 10th anniversary this year.

How did the idea for Raaw Alchemy arise, and how has the business evolved?
It all started when I moved to New York. I thought I was living healthily – I ate organic, exercised, and was mindful of what I put into my body. But I never paused to consider what I was putting on my body. I trusted the beautiful bottles and big promises – without reading ingredient lists. Then one morning, everything changed. I woke up with a rash on my face after using a new product. I dived into the ingredients and wanted something better.

I began studying herbal medicine and Eastern treatments and learned how nature can rebuild the skin. That journey led me to develop my first product, Blue Drops – an oil that healed my eczema and became the cornerstone of Raaw Alchemy. It sprang from a deeply personal moment but has since grown into something larger: a way to share pure, plant-based skincare with others who care about what they put on their bodies just as much as what they consume.

What is the best thing about having created Raaw Alchemy?
Helping others and being part of creating new memories for people. I’ve received many messages from customers saying our Blue Collection has made a big difference – especially for those with sensitive skin, rosacea, acne, or anyone seeking a natural and effective skincare routine. I’ve also heard beautiful stories about what our perfumes mean to people. Scents evoke deep memories. That feels magical to me.

What has been the hardest part of the process – and what have you learned most from it?
The hardest part has been staying true to my values – especially when compromising would have been easier (and cheaper). There have been many temptations: quick fixes, mass production, and flashy partnerships without substance. But it never felt right. Quality, honesty, and thoughtfulness had to remain central – and I refused to let go of that.

How do you experience the synergy between fashion and beauty?
The synergy between fashion and beauty is both natural and unavoidable – for me, it’s also about balance. Both worlds move fast, but the strongest expressions emerge when they are rooted in something authentic: quality, personality, and integrity.

You have been exhibiting at CIFF since 2015. What does it give you?
CIFF has been a significant part of our journey. It feels like an extra showroom for us – a place where we can show where we are in our development and meet both familiar and new faces.

For me, it’s a platform where fashion, beauty, and lifestyle merge in an inspiring way. It means a lot to be able to present Raaw Alchemy physically, so people can smell, feel, and experience the products firsthand. When working with something as sensory as perfume and skincare, personal encounters are crucial.