It’s no secret that the beauty and wellness industry is rife with greenwashing, clean-washing and empty promises. Tina Shum’s retail platform Raw Lily cuts through the noise and holds brands accountable
For Tina Shum, it all started with a need to soothe her sunburn. She bought a product which claimed to have 92 per cent aloe vera only to later find out that the actual amount contained was much less—more than 91 per cent less to be specific. This tall claim made her realise that many people blindly trust what’s on the labels and brands find loopholes to exploit this trust.
Shum felt it was about time to change this and founded Raw Lily, a holistic wellness retail platform to “transform the way retail is done”.
“The simplest way we approach products at Raw Lily is that whatever we sell we must be comfortable to use on our loved ones,” she says. This has led to the foundation for a business that not only sells beauty products but is also reshaping how people make decisions in a world flooded with marketing noise. Read on to find out more.
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Raw Lily founder Tina Shum shares why she treats customers like family members (Photo: Instagram / @rawlily)
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Q: On your website, it says that Raw Lily believes in the power of good. What does “the power of good” mean in the context of your business, and how do you achieve that?
TINA SHUM: It all started with a simple search for aloe vera to soothe a sunburn. I picked up a product from a well-known Korean beauty brand at a popular retailer, which proudly labelled it as containing 92 per cent aloe vera. But when it didn’t seem to work, I began to wonder why. Shockingly, tests conducted by the Market Supervision Bureau later revealed that the product contained only 0.4 per cent aloe vera.
That moment opened my eyes to a deeper problem: how hard it is for consumers to navigate a market flooded with misleading claims and overwhelming options. People want to make safe, informed choices for themselves and their families, but the lack of transparency and trust in everyday products makes this incredibly challenging.
For us, “the power of good” means leading with transparency, integrity and good intentions. People are tired of clean-washing, greenwashing and empty promises—and so are we. That’s why Raw Lily is committed to cutting through the noise with brands that prioritise safe ingredients and stand up to scrutiny.
We know that striving for holistic wellness can feel overwhelming, so our mission is to simplify it. By curating products that align with our strict standards—which we call The Raw Standard—we empower people to make better choices confidently.
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Q: As you mentioned, you founded Raw Lily out of a sense of frustration with the lack of transparency in the market. What discerning alternative does your brand offer?
TS: At Raw Lily, we operate with a singular promise: The Raw Standard. This standard is our commitment to transparency, quality and trust, ensuring that every product we carry aligns with our values and meets our rigorous criteria.
One cornerstone of The Raw Standard is our Never Ever List™, which eliminates harmful ingredients and focuses on safety without compromise. But we don’t stop there. Products must also reflect beautiful craftsmanship and quality. We carefully evaluate their formulations and the ingredients used—and, most importantly, listen to the feedback from our customers. Customer testimonials and real-world experiences are an essential part of our curation process, helping us ensure the products we offer truly resonate with those who use them.
What sets The Raw Standard apart is its thoughtful approach. Instead of relying solely on regulatory standards—which can vary widely across regions—we set our own benchmarks, drawing inspiration from trusted global practices to ensure consistency and reliability across everything we offer.
The Raw Standard is more than a guideline—it’s our promise to cut through the noise and provide our customers with consciously curated products they can trust. We believe in wellness that’s simple, honest and rooted in integrity.
