Interview with RAWW Cosmetics

Interview with RAWW Cosmetics

The Australian owned and made brand, RAWW Cosmetics, have taken the natural makeup and skincare world by storm with their superfood infused products, natural ingredients and cruelty free methods. How great!

We were lucky enough to interview the founder of RAWW Cosmetics, Tony Rechtman, and ask him some of our burning questions we had about his brand. Read on as our Retail Buying Manager, Diane Gant, delves into the world of RAWW Cosmetics with Tony!


Tony, can you tell us a little bit about how the idea came to you for creating the brand RAWW?


Yeah, definitely. RAWW launched just over three years ago and my company is Total Beauty Network and we’ve got a few brands that have sold in pharmacy for quite a few years. We’ve got Designer Brands Cosmetics, we’ve got Colour by TBN Nail Polish, and we’ve also got a brand called Inika Organics, which is a premium certified organic and certified vegan, cruelty free, high-end premium makeup and skincare range. So, I saw that women were looking for healthier products and they couldn’t really find them in pharmacy. And that’s sort of the big gap in the market for a healthy range of products. But for me, you don’t want to just put products into stores that don’t have a point of difference.

I saw that Inika was up here with a high end premium healthy brand, DB was down here at an everyday low price, but both with healthy ingredients. There was a real gap in the market that women were looking for healthier products at that middle price point and it didn’t exist. So, we brainstormed quite a bit and thought how we could deliver a brand like Inika but develop a younger sister brand to Inika that was at a lower price point but was still natural, clean, and healthy. That’s really where the idea behind RAWW came up.


Sounds like a fantastic plan looking for gaps in the market, and then being able to fill that gap with something as successful as RAWW.


If you go back five, ten years ago when smoothies and Boost Juice first started, everyone would go out and have a big night and then the next day they’d have a Boost Juice and that was their way of being healthy. I just thought there’s got to be a way to have healthier makeup and skincare for women of all ages. That was some of the thinking we had in the background that we didn’t see brands doing that – we just saw more of the same and nothing really catering that was healthy and different.


What’s the unique proposition for RAWW in the beauty category? What do you feel is that really unique point of difference?


To me, it’s all about superfoods. And coming back to the whole juice story, we saw that people were drinking superfoods everywhere in their shakes. First of all, in America, then it came to Australia and people were looking for healthier ways internally, but there was nothing really for their skin or their makeup that was giving them a healthier alternative.

Then we just thought that superfoods are the next big trend. Going into retail stores, there were whole walls of superfoods, but then you go into the makeup or skincare category and it was more of the same. We knew from Inika, which sells globally, that women and men wanted nicer ingredients and better ingredients. So, for us, it was the superfood angle that gave a real point of difference for the product and it really helps nourish your skin.


We do sell loads of superfoods in our health food wellness section! So, it’s a great fit for WholeLife Pharmacy and Healthfoods.




Can you tell us a little bit more specifically about the range itself and why it’s growing in popularity?


There are three parts to the RAWW range. There’s the makeup range, there’s a skincare range and then there’s the aroma-therapy range. All three have really resonated with our consumers – they’ve taken off equally. It’s really interesting if I look at the last 12 months going through COVID, there’s been a massive change where people have really thought, “I need to change my life. I need to change what I eat, what I drink, what I clean my house with.” There has been a big shift in people’s minds about “How do I just get healthier? How do I make sure that I’m the best I can be?”.

We’ve really seen a big shift in the last 12 to 18 months on RAWW. However, we launched the brand 3 years ago and we had all this demand globally for the brand as well. We decided to launch RAWW in Australia first, and then get everything right and then go global. So, later this year, you’ll see RAWW in a lot of countries around the world.


How exciting for you guys. An Australian brand going global is just such a testament to what you guys have started to do. I think it’s great that you’re putting Australia on the map as well.


Thank you. For us, whenever we see RAWW in a store, in a newspaper, in a magazine, people using it and hearing feedback – it just makes us really proud. We just get such great feedback that people love our products and that’s the best accolade we can ever get.


So RAWW has got another similarity to the WholeLife Pharmacy and Healthfoods group and that’s our environmental and social commitments. We write a lot about the environment and the social commitments that we partner with a lot of suppliers. So, can you tell us a little bit more about what RAWW’s commitments are in that area?


Yeah, definitely. So, a couple of things we really believe in strongly; the majority of our products are vegan. The only products that aren’t vegan is where we use beeswax for product performance, but majority of the range is vegan. Everything we do in our company is cruelty free. We’ve never used any ingredient that would harm an animal or be tested on animals. For that reason, we don’t sell in China, for example. A lot of our products are COSMOS NATURAL or COSMOS ORGANIC which is an organic standard that we certify our products with, to really prove how natural or how organic the product is.

We jumped through a lot of hoops to get that certification as a proof point, so that our consumers know the products are being tested properly and efficiently. All our packaging is recyclable and we’re moving our packaging to fully sustainable packaging. So, in the coming months, you’ll see a lot more glass bottles coming through, plastics made of sugarcane and other more recyclable ingredients. For us, we want you to love the product when you’re using it. We also want you to be able to dispose of it at the end in a proper way that doesn’t harm the environment as well.


What’s your favourite product in the RAWW portfolio?


I brought a few to show you. For example, my son’s favourite product is our body scrub. I’ve got two boys, 12 and 14, and they love using this in the shower – it’s their favourite product. And my wife – so we just launched some dry shampoo, and my wife loves the dry shampoo because it keeps her hair as well as body clean. And for me, I actually like the face oil. I find that it’s very hydrating because when you’re in the office all day long and you’re in air conditioning, your skin dries out. With our oils it really super hydrates your skin. So being male I don’t use makeup, but we test all our products ourselves. Every product I’ve tried to see how it works. But the oil, I really really like. I love! So, whether it’s a hydrating serum or our night oils, they’re just so hydrating for your skin and make you just feel alive.

Buff-ME Sugar Coffee Body Scrub | WholeLife Pharmacy & Healthfoods
RAWW Dry Shampoo | WholeLife Pharmacy & Healthfoods
Raww Serums | WholeLife Pharmacy & Healthfoods


Tony, it’s been fantastic meeting you and thank you for your time. And if there’s anything new and exciting, that’s coming up, we want to know about it. Congratulations on going global with the RAWW brand!


Thank you. Thank you very much. And for everyone out there reading, we love hearing feedback. So please always give us feedback on our products and we can always get better. So, the more we hear, the better we can be. So, thank you.



Check out the our interview with Tony Rechtman, CEO and Founder of Total Beauty Network and RAWW Cosmetics.

Our Top Natural Beauty Picks

Our Top Natural Beauty Picks

Natural and chemical free products are extremely important to us, as harsh chemicals can be found in a range of skincare and beauty products. Thus, it’s important to select products that are gentle on your skin. We’re here to tell you some of our favourite new and natural beauty products that are stocked at WholeLife!


Cannabella is an Australian natural skincare brand that is made from 100% unfiltered hemp oil and is infused with natural, plant-based botanicals. Additionally, these products are 100% natural, sustainable, cruelty free and have none of those nasty toxins. Learn more about our new favourites from Cannabella below.

Green Detox Face Mask 60g

After long and busy days, it’s important to not only take some time for yourself but also nourish your skin. This detox face mask is perfect for both oily and combination skin and can assist in clarifying skin and reducing congestion, as well as deeply cleansing and clearing built up dead skin and bacteria in pores.

Clarify Serum 30ml

This Clarify Serum is a highly nourishing serum that clarifies the skin and reduces congestion, reduces the appearance of redness and so much more. Additionally, this serum has an amalgamation of natural botanical seed extracts and nourishing oils like Jojoba and Argan Oil.

Hemp Jelly 15g

This Hemp Jelly is an absolute lifesaver! It soothes, nourishes and locks moisture into your skin for maximum hydration. You can use this Jelly on your face and body, working amazingly as an overnight face mask, lip balm, cleansing balm or to heal any skin irritations.


Cannabella Green Detox Face Mask | WholeLife Pharmacy & Healthfoods
Cannabella | WholeLife Pharmacy & Healthfoods
Cannabella Clarify Serum | WholeLife Pharmacy & Healthfoods

Noosa Basics

Noosa Basics is one of our favourite beauty brands that we stock at WholeLife. They’re a small batch apothecary located in Noosa Australia, creating certified vegan, cruelty free and palm oil free natural products. Learn more below about our newest favourite product. 

Cocoa Butter Ultra Rich Skin Cream

This skin cream is loaded with antioxidants, vitamin K, vitamin E and essential fatty acids. Combined with Camellia and Hemp oil, this cream rejuvenates your skin, holds in moisture, improves elasticity whilst reducing wrinkles, scars and stretch marks.

Shea Butter Ultra Rich Skin Cream

Made with 65% shea butter, this Ultra Rich Skin Cream will melt into your skin for intense hydration and repair. The shea butter combined with Jojoba, Rosehip and Pomegranate is perfect for dehydrated, itchy skin and can work towards reducing scars and stretch marks. Your skin will be loving you for lathering yourself in this cream!

Eye Lash+Brow Revitaliser 9ml

Achieve the full, long and healthy brows and lashes you’ve always wanted with Noosa Basics’ reformulated Eye Lash+Brow Revitaliser. Containing organic Black Castor Seed, Pumpkin Seed and Flaxseed oils that have been used for centuries to promote fast hair growth, your lashes and brows will be looking fuller within 4 to 6 weeks. 

Noosa Basics Eye Lash+Brow Revitaliser | WholeLife Pharmacy & Healthfoods
Noosa Basics | WholeLife Pharmacy & Healthfoods

The Jojoba Company

The Jojoba Company is another one of our favourite natural beauty brands which we can’t get enough of. Jojoba is rich in nutrients, vitamins and omegas, using only the purest ingredients which are free from unnecessary synthetics or fragrances. Our new favourite Jojoba product is their Activating Cleansing Oil which is perfect for removing any excess makeup or dirt on the skin, leaving it feel nourished and replenished.

The Jojoba Company Activating Cleansing Oil | WholeLife Pharmacy & Healthfoods

Keep up to date on what’s new in natural beauty over on our Instagram @wholelifepharmacyandhealthfood

Sneaky Wholefoods Fairy Bread Weet-Bix Slice

Sneaky Wholefoods Fairy Bread Weet-Bix Slice

A modern twist on the classic Weet-Bix Biscuit Slice using Sneaky Wholefoods Salted Banana Caramel Better Being Blend x Steph McDonald. 



  • 100g Nuttelex Butter (melted)
  • 8 Weet Bix (crumbed)
  • ½ cup Plain Flour
  • 1 tsp Baking Powder
  • ¼ cup Coconut Sugar/Brown Sugar
  • ¼ cup Maple Syrup
  • 1 medium banana
  • 200g Salted Banana Caramel Better Being Blend


  • 50g Nuttlex/Butter
  • 100g Icing Sugar (We love Naturally Sweet Sugar Free)
  • 2 tbsp Maple Syrup
  • Sprinkles
  • 1 tsp Dragon Fruit Powder/Beetroot Powder (optional for colour)



  1. Preheat the oven to 170°c.
  2. Grease and line a 20x20cm square tin.
  3. Mix all dry ingredients into a large mixing bowl.
  4. In a separate bowl, mash the banana and add the melted Nuttelex and maple syrup. Mix well.
  5. Pour the wet mix over the dry mix and blend together until well combined (the mix should be slightly sticky).
  6. Pour the mixture into the square tin and smooth out the mixture, ensuring it is evenly spread out in the tin.
  7. Place the tin into the oven and bake for 25 minutes.
  8. Once cooked, remove the tin from the oven and allow to cool completely (unfortunately you have to follow this step and not eat it straight out of the oven).
  9. Using a hand mixer or food processor, blend all the icing ingredients together.
  10. Spread the icing mixture over the slice evenly and top with the sprinkles.
  11. Place the slice into the fridge for 30-60 minutes before slicing it into your desired size.
  12. ENJOY!

Make sure to tag us in your Fairy Bread Weet-Bix Slice on Instagram @wholelifepharmacyandhealthfood  and check out our other delicious recipes over on the Kitchen section of our blog here.

Women-Run Brands

Women-Run Brands

In honour of International Women’s Day, it’s time to celebrate all the hard work that women have done and recognise their profound achievements! We have put together some of our favourite Australian women-run brands that we proudly stock at WholeLife.

Eco Tan & Eco By Sonya – Aussie mum Sonya has taken the world by storm with her Eco Tan being the first and only tanning brand which is certified organic! Not only is she the mastermind of the Eco Tan brand, but she also has a wide range of skincare products which are Australian made, organic, vegan, cruelty free and certified toxic free!

Eco Tan - Women-Run Brands| WholeLife Pharmacy & Healthfoods

Sienna Byron Bay What started as Danielle Egan creating nail polish in her lounge room in Australia soon grew to a global empire of luxurious, sustainable and ethical nail polish, Danielle has taken a successful leap of faith into the sustainable beauty community.

Sienna Byron Bay - Women-Run Brands| WholeLife Pharmacy & Healthfoods

Edible Beauty Australia Founder Anna Mitsios addresses the importance of an inside and out approach with her skincare using ingredients so pure, you could eat! Edible Beauty Products are also cruelty free, eco-friendly, gluten free, pregnancy safe, toxin safe, vegan and wildcrafted!

Edible Beauty - Women-Run Brands| WholeLife Pharmacy & Healthfoods

Kora Organics Founded and self-funded by the infamous Miranda Kerr, Kora Organics has become a global phenomenon! Not only is Kora Organics certified organic, they are cruelty free, vegan and have a range of active ingredients.

Kora Organics | WholeLife Pharmacy & Healthfoods

Pelvi Pelvi is run by a small group of women who are devoted to creating the best quality period care and pelvic health products for women. These products are TGA approved and have no chemicals, plastics or animal-by products.

Pelvi | WholeLife Pharmacy & Healthfoods

Jak Organics Founded by 3 sisters, Jak Organics has created personal care wipes which are home-compostable, vegan, cruelty and GMO free! How good is that?!

Jak Organics - Women-Run Brands| WholeLife Pharmacy & Healthfoods

Ere Perez Ere Perez was founded by Ere, creating natural skin products which are cruelty free, vegan and non-GMO. From makeup to nail polish and skincare, Ere Perez fulfills all your natural beauty product dreams!

Ere Perez | WholeLife Pharmacy & Healthfoods

Coco Tribe Founder Tedy Altree-Williams has opened the door to dairy-free alternatives with her coconut yoghurt and ice cream products which are certified organic. Not only are they 100% plant-based, they’re addictively delicious. Try them out now!

Coco Tribe - Women-Run Brands| WholeLife Pharmacy & Healthfoods

Clemence Organics Founder Bridget Carmady filled a gap within the skincare market by creating natural and organic skincare products which are gentle but deliver powerful results. From refining cleansers to face serums, Clemence Organics have an extensive range to suit your individual skincare wants and needs.

Clemence Organics - Women-Run Brands| WholeLife Pharmacy & Healthfoods

Gem Founded by Georgia, Gem is the future of natural oral care products! From deliciously flavoured toothpaste to mouth wash, Gem has it all! Even better, all of their products are non-toxic and free from artificial colouring, animal ingredients and parabens!

Gem | WholeLife Pharmacy & Healthfoods
Gluten Free Hot Cross Buns

Gluten Free Hot Cross Buns

Happy Easter everyone! Switch up your classic hot cross bun recipe with this gluten free alternative! Not only are these simple to make, they are deliciously fluffy and flavoursome. Easter would definitely not be the same without these!


  • 1 cup milk of your choice
  • ½ cup WholeLife Healthfoods Coconut Sugar Organic
  • 100g butter
  • 2/3 cup mixed WholeLife Healthfoods dried fruit
  • 2 cups WholeLife Healthfoods Buckwheat Flour
  • 1 ½ cups WholeLife Healthfoods Brown Rice Flour
  • 1 cup WholeLife Healthfoods Tapioca Flour
  • 2 teaspoons WholeLife Healthfoods Xanthan Gum
  • 1 tablespoon yeast
  • 2 teaspoons Planet Organic Cinnamon
  • ½ teaspoon Herbie’s Nutmeg Ground
  • ½ teaspoon Planet Organic Allspice
  • ¼ teaspoon Planet Organic Cloves
  • 2 eggs, lightly beaten
  • Buckwheat flour for dusting
  • ½ cup brown rice flour, extra
  • 2 tablespoons Lotus Organic Raw Honey, warmed



  1. Combine the milk, sugar, butter and dried fruit into a medium saucepan on a medium temperature. Stir the mixture occasionally and once it starts to simmer, remove from the heat and cool for 10 minutes.
  2. Whilst waiting for the mixture to cool down, combine the buckwheat, rice and tapioca flour, xanthan gum, yeast and spices into a large bowl. Once these have been combined, make a well in the middle and add the cooled mixture and egg.
  3. Stir the mixtures together until it forms a dough-like consistency. Once you have achieved this consistency, take the dough out of the bowl and knead for around 10 minutes on a lightly floured surface until it reaches a smooth consistency.
  4. Place dough into a bowl and cover with a clean cloth and set aside in a warm area for an hour or when the dough doubles in size.
  5. Divide the dough into around 20 medium sized balls (as seen in image). Place the dough balls in a round shape creating a circle like formation on a large baking tray with baking paper (we love If You Care’s reusable baking paper!). Cover these with a clean towel and set them aside for another 30 minutes to rise further.
  6. Preheat the oven to 200C/180C fan forced.
  7. Make a paste by combining extra flour and 5 to 6 tablespoons of cold water. Place this paste into a piping bag or zip lock bag (if using a zip lock bag, snip off a corner).
  8. Pipe crosses on the buns and once complete, place the buns in the oven and bake for 15 minutes until they reach a slightly brown colour.
  9. Take the buns out and brush gently with honey and then bake for a further 10 minutes.
  10. Serve these warm and enjoy!


We would love to see your attempt at these gluten free hot cross buns this Easter! Tag us @wholelifepharmacyandhealthfood

Don’t forget to check out our other delicious recipes suitable for the whole family here.