Built From Frustration, Not a Lab Brief.
I've lived with psoriasis for many years.
What I remember most isn't the diagnosis.
It's the pillowcase.
Every morning, before I did anything else, I checked it.
Tiny white flakes.
Like snow.
Scattered across the fabric while I slept.
Some mornings there were so many that I'd quietly strip the pillowcase before anyone else could see it.
My skin was dry in a way no cream seemed to touch.
Itchy enough to wake me during the night.
Flaky enough to make me think twice about wearing dark clothing or standing too close to someone.
Before my morning tea...
Before the sun had fully come up...
My skin had already decided how I felt about the day ahead.
Back home in the Netherlands, my skin and I had reached an understanding.
It was never perfect.
But it was manageable.
Then I moved to the United States for love.
New climate.
Different water.
A completely different environment.
Within months, my skin was worse than it had been in years.
I knew something had changed.
I just didn't know why.
Then came the moment I'll never forget.
I bought what looked like a beautiful face cream and applied it one evening.
A little while later, my husband, Ali, looked at me and asked,
"Are you okay? Did you fall?"
I hurried to the mirror.
A large reddish-purple stain had spread across my face.
The most frightening part?
I hadn't even felt it happening.
That was the moment everything changed for me.
I realized that skin damage doesn't always announce itself.
Sometimes it happens quietly.
Long before we ever see it.
As I searched for answers, I discovered something that genuinely surprised me.
The European Union has restricted or prohibited more than 1700 cosmetic ingredients, while the United States restricts only a fraction of that number.
That cream I'd trusted was perfectly legal.
Instead of accepting that, I became curious.
I stopped looking for answers on store shelves.
And I went back to school.
I spent four years studying skincare formulation through Formula Botanica.
Today, I'm a certified skincare formulator.
But more importantly...
I understand my skin in a way I never thought possible.
These days, I don't check my pillowcase.
Most mornings, I don't think about my skin at all.
And if you've ever struggled with your skin, you'll understand what a gift that really is.
That's what I hope for you.
Not perfect skin.
Not younger skin.
Just healthy, balanced skin that lets you start your day thinking about your life...
Instead of your skin.
Here's to healthier, more balanced skin... and the confidence to enjoy the life waiting beyond it.
We are cheering you on every step of the way. Always!
Tired of Skincare That Fights Your Skin Instead of Healing It?
Dry. Sensitive. Reactive. If you've tried everything and your skin still doesn't feel like yours â you're not the problem. Most skincare is.
Healthy Skin Doesn't Come From Doing More.
Most skincare brands win by adding â more steps, more actives, more ingredients you can't pronounce. We do the opposite.
Every RAAH formula contains 15 ingredients or fewer. Not because simple is trendy, but because your skin's barrier doesn't need more â it needs less interference and the right support.
We call it barrier-first skincare: strip away what irritates, rebuild what protects. That's the whole philosophy.
Fewer Products. Fewer Ingredients. Better Results.
No 12-step routines. No filler ingredients added just to make a label look impressive. Every product in RAAH earns its place â only what your skin needs, nothing it doesn't.
Two Steps. That's It.
Step 1 â Reset
Cleanse without stripping. Our Barrier Reset Bars clean gently, without disrupting your skin's natural defenses.
Step 2 â Rebuild
Replenish what your skin lost. Our Elixirs deliver targeted actives â Bakuchiol, Collagen, Pomegranate Seed Oil â to restore what stripping skincare took away.
No 10-step routines. No guesswork. Just two steps, done right.
Your Skin Isn't Generic. Neither Is Your Routine.
Dry skin, reactive skin and pro-aging skin don't need the same thing. That's why every step of the Reset Routine comes in Soothe, Hydrate, or Rejuvenate â so your two steps are built around what your skin actually needs, not a one-size-fits-all formula.
Not sure which is right for you?