1. Executive Summary

This report provides a detailed analysis of The Raw.’s transformation from a pharmacist-led side hustle into a RM31.8 million skincare brand, now available nationwide in AEON Wellness and Guardian. Founded by licensed pharmacist Adibah Mazlan, The Raw. exemplifies how science-based skincare can be both safe and scalable with the right strategy, systems, and mentorship.

With guidance from RichWorks Consulting Group (RCG), The Raw. overcame early stagnation and scaled rapidly—becoming one of Malaysia’s top clean beauty brands with national distribution and multi-million ringgit revenue. 

This report outlines:

• Key performance milestones (RM31.8M growth, retail expansion, SPIRE to Titan)
• Strategic shifts in branding, product-market fit, and retail partnerships
• Roadmap for global expansion through pharmaceutical innovation

2. Business Overview

Company Name: The Raw.
Industry: Skincare, Clean Beauty, Pharmaceutical Cosmetics
Core Offerings: Pharmacist-formulated, chemical-free skincare (cleanser, serum)
Business Model: Direct-to-consumer (online), retail partnerships, education-based marketing
Target Market: Health-conscious consumers aged 20–45, urban middle-income groups, women-led households

3. Financial & Performance Analysis

Revenue Growth

The Raw. has demonstrated extraordinary cumulative revenue growth, sustaining momentum through strategic shifts, systemisation, and mentorship under RichWorks Consulting Group (RCG).

By 2022, the business had already achieved 199.6% cumulative growth, driven by foundational branding, refined product formulations, and stronger direct-to-consumer outreach. This early traction established a solid platform for rapid scaling.

In 2023, cumulative growth accelerated dramatically to 1,881.6%, reflecting a breakthrough year. Revenue jumped to RM17.2 million as the brand entered national retail chains such as AEON Wellness and Guardian, expanded online reach, and leveraged pharmacist-led education marketing to build customer trust.

By 2024, cumulative revenue growth reached 5,000.6%, with sales climbing further to RM31.9 million. Although the pace of YoY growth began to normalise, the company successfully demonstrated stability at high-volume levels, proving the scalability of its clean beauty model.

This aggressive upward trajectory—from just over RM1 million in 2021 to nearly RM32 million in 2024—underscores how The Raw. translated pharmaceutical credibility into a nationally recognised brand through systemised operations, effective mentorship, and a customer-first product strategy. The business is now positioned for regional expansion and global clean beauty innovation.

Brand Visibility & Reach

• Retail Presence: 59 AEON Wellness stores, 400 Guardian outlets
• Digital Channels: Consistent presence across Shopee, Instagram, and educational live streams
• Brand Identity: Rooted in trust, science, and clean formulation—leveraging Adibah’s pharmacy background

Brand Engagement Metrics

• Facebook Followers: 3k 
• Instagram Followers: 15.6k
• TikTok Followers: 341k

4. Industry Trends & Competitive Landscape

Key Market Trends

Ingredient Transparency: Consumers are becoming more ingredient-conscious, seeking clean beauty products free from harmful additives and synthetic chemicals.
Expert-Led Brands: Dermatologist- and pharmacist-founded skincare labels are gaining trust for their clinical credibility and science-backed formulations.
Local with Global Standards: There is rising demand for local skincare brands that meet international safety benchmarks such as GMP and dermatological testing.
Educational Marketing: Brands are shifting towards trust-building strategies through content that educates consumers on skincare routines, ingredients, and efficacy.

Competitive Landscape

Competitors: Local skincare brands in the clean beauty and ingredient-conscious niche with strong branding and retail distribution.

The Raw.’s Competitive Edge: Pharmacist-founded with MOH credentials, offering pharmaceutical-grade, chemical-free formulations, backed by educational content and national retail presence in AEON Wellness and Guardian.

The skincare industry is witnessing a strong shift towards ingredient transparency, with consumers increasingly seeking clean beauty products that are free from harmful additives and synthetic chemicals. 

This has paved the way for the rise of expert-led brands—particularly those founded by dermatologists and pharmacists—who bring clinical credibility and science-backed formulations to the market. At the same time, there is growing consumer preference for local skincare brands that adhere to global safety standards such as GMP certification and dermatological testing. 

In response to these demands, many brands are adopting educational, trust-based content strategies to help consumers make informed decisions about skincare routines and ingredients. 

Within this competitive landscape—dominated by local clean beauty players with strong branding and widespread retail distribution—The Raw. has carved out a distinct position. Founded by a licensed pharmacist with Ministry of Health (MOH) credentials, the brand delivers pharmaceutical-grade, chemical-free formulations, supported by deep educational content and national retail validation through partnerships with AEON Wellness and Guardian.

5. Key Challenges & Solutions

Challenge	Strategic Response
Zero sales in early months	Joined SPIRE, learned structured marketing & positioning
No business background	Adopted RCG’s step-by-step sales system and community learning
Limited awareness of The Raw. as a serious brand	National retail entry via AEON & Guardian with branding overhaul
Stagnation below RM30K/month	Tactical marketing + SPIRE mentorship → scaled to RM1M in 7 months

Adibah’s background in pharmacy did not come with built-in business acumen. However, through continuous learning with RCG, she was able to close execution gaps, streamline operations, and expand without compromising product integrity.

Challenge 1: Zero Sales and No Market Traction
Despite a high-quality, pharmacist-formulated product, The Raw. had zero sales at launch due to weak marketing and unclear positioning. Through RCG’s SPIRE program, Adibah clarified her niche, refined her messaging, and developed offers that resonated—unlocking early traction.

Challenge 2: No Business Experience
Adibah’s pharmaceutical background didn’t prepare her to run a business. With RCG’s frameworks and sales systems, she gained clarity and confidence—transitioning from technical expert to strategic founder.

Challenge 3: Low Brand Trust
Though science-backed, the brand lacked public trust. RCG guided a rebrand that leveraged Adibah’s pharmacist identity. Securing placement in AEON Wellness and Guardian boosted credibility and nationwide trust.

Challenge 4: Sales Plateau at RM30K/Month
Growth stalled after early success. With new SPIRE offers and deeper engagement strategies, The Raw. broke through the ceiling—scaling into a multi-million ringgit brand.

6. Conclusion & Future Growth Roadmap

The Raw. is more than a beauty brand—it’s a pharmacist-led revolution in clean skincare. With early struggles behind her, Adibah Mazlan scaled the brand by leveraging science, structure, and community. Under RCG mentorship, The Raw. evolved from zero sales to a multi-million business now impacting lives across Malaysia.

The future holds not only retail growth but also regional expansion, product innovation, and educational leadership.

RCG’s Role in Client Growth

RCG (RichWorks Consulting Group) provided:

• Strategic sales systems via SPIRE
• Brand positioning & storytelling through leadership programs
• Titan Circle mentorship for scalable growth
• Resilience coaching during transition from part-time to full-time founder
• Retail partnership strategies and negotiation insights

Want to scale your science-based brand like The Raw.?
Contact RCG (RichWorks Consulting Group) to turn your expertise into a business that grows with purpose, clarity, and results.