Dan Bethelmy-Rada has spent more than a decade in executive positions for major corporations in cosmetics and fashion. As the Global Brand President of MATRIX and BIOLAGE, product divisions of L’Oreal, Dan is responsible for overseeing the entire brands image on a global scale. Dan leads a team of 37 people who cooperate to improve advertising, digital strategies, product development, and more importantly, brand image.
For the past few years, Dan Bethelmy-Rada has been working on a new line of natural products known as R.A.W. All natural and completely sustainable, R.A.W products have little to zero impact on the environment. As the health trend continues to kick on and more communities push for cleaner products and a cleaner earth, R.A.W is the perfect strategy to satisfy the changing market in cosmetics and fashion. According to Dan Bethelmy-Rada, most of the brand products are 99 percent biodegradable, even down to the packaging.
The first and hardest challenge to maintain the R.A.W project is to keep everything as natural as possible with no compromises. This is a difficult thing to do because of various constraints that are placed on Dan Bethelmy-Rada and his team, including costs, deadlines, and product prices. Something as simple as the clay base used in products becomes complicated to deal with for Dan because transporting it naturally leads to quick contamination. This problem could be solved easily with a chemical process, but then the product would no longer be all natural and fit with the R.A.W philosophy.
The support behind R.A.W is growing steadily and has an active community on social media like YouTube and Instagram. Since the brand started its digital campaign, #LiveRaw, the message for a sustainable and clean living has been spreading throughout many platforms. Hundreds of salons throughout the United States have improved on their ability to make a difference and become sustainable through the brand’s campaign and Dan’s efforts.