.png)
INTERVIEW
Built on foundations of fervent testing and unapologetically high standards, wellness brand Raw Lily was born. As the popularity of health and wellness has accelerated over the years, ebbing and flowing between different fads and trends, we have witnessed careless biohacking and false marketing enter in to the industry, leading to unreliable products with potentially harmful results. Delivering life supplements to nurture the body and mind, Raw Lily advocates for greater transparency and sustainability in the wellness industry. With growing consumer demand for straightforward, reliable information, Raw Lily offers solutions with Conscious Curation™, based on cold-hard fact.
Founder & Certified Health Coach of Raw Lily, Tina Shum sat down with CSP Times to discuss the vision behind Raw Lily, and the importance of integrating a daily wellness routine for the body and mind, in order to sculpt your best self.
Can you tell us about yourself and why you started Raw Lily?
Raw Lily began with a personal experience that turned into a mission.
As consumers, we’re often left in the dark about what we’re really buying. A few years ago, I purchased an aloe vera gel from a leading retailer, expecting it to soothe a sunburn. When it didn’t work, I dug deeper—and discovered it contained less than 1% aloe vera, despite bold claims of over 90%. That moment sparked a bigger question: how can we make informed choices when the truth is so hard to find?
I founded Raw Lily to create a better way—a space where transparency isn’t optional, and quality speaks for itself. Every product we curate is held to The Raw Standard™, a rigorous set of benchmarks inspired by one guiding question: Would I trust this for my own family?
Raw Lily isn’t just about products; it’s about reshaping the way we think about wellness. By prioritising trust and transparency, we empower people to make choices that truly support their health and well-being. Because wellness shouldn’t be complicated—it should feel like coming home to what’s real, honest, and good.
What do you hope to achieve with Raw Lily?
At Raw Lily, our goal is simple: to rebuild trust in wellness. In a world flooded with overwhelming options and misleading claims, we aim to be a trusted guide and offer a curated selection of products that people can rely on—without second-guessing.
But Raw Lily is more than a curated store. It’s a movement to shift the way we think about wellness. It’s about valuing what truly matters: the safety of what we put on our skin, in our homes, and the impact of our choices on our planet, while carving out moments of care for ourselves in an increasingly chaotic world.
We want to make wellness accessible, intentional, and empowering. If we can help people feel confident about their choices, knowing they align with their values and their well-being, then we’re doing what we set out to do.
What are the practical strategies behind Raw Lily’s success?
We’ve built our foundation on a few core principles:
Transparency as a promise. Every product we carry is carefully vetted to meet The Raw Standard™. We’re clear about what’s in our products—and what isn’t—so our customers can trust every choice they make.
Customer-first mindset. With every product, we ask: Will this nurture and support our customers' health and happiness? If it doesn’t meet those standards, it doesn’t belong in our collection. We approach every decision with the same care we’d expect for our loved ones, prioritising products that genuinely enhance health and happiness.
Empowering through education. We break down complex information into simple, actionable insights, giving our customers the tools they need to make informed decisions with confidence.
Conscious Curation. We are not your average retailer. Every product we choose reflects our commitment to good ingredients, good intentions, and good impacts. We partner with inspiring brands that meet The Raw Standard™, celebrate quality and honesty, and create products that genuinely enhance well-being.
We have high standards, strong relationships, and purposeful communication. We’re a new brand and that means we’re learning and taking feedback from the process. We hope that this will help us reach more people and create an impact.
What are five wellness items you use every day?
A Vitruvi Stone Diffuser. Scent has the power to transform mood and space. I love this diffuser because it makes my home feel like a spa and the essential oils kit can be used for sleep, focus, or rest.
Tonik Apple Cider Vinegar Capsules. They’re part of my daily longevity and gut health routine— they’re in capsule form (so no more shots of vinegar!) which is effective and convenient.
NMN Supplements. For energy, focus, and better sleep, I have found NMN to be very effective. I am interested in longevity and how to age well, so daily NMN helps me with this.
A journal. When I started journaling, I saw a positive impact on my mood. It’s that simple. My journaling also helps me be more productive and “habit stack”. When I do this consistently, I get closer to my goals.
A mineral sunscreen that meets The Raw Standard™.
Who are your five biggest inspirations and why?
My family. They remind me of what matters most—love, values, and purpose—and ground every decision I make for Raw Lily.
Auntie C. She taught me that businesses can—and should—be forces for good, built on integrity, honesty, and doing what’s right. Her unwavering belief in leading with moral principles shows that success doesn’t require compromise and inspires me to stay committed to ethical, purpose-driven leadership.
Steve Jobs. For his relentless pursuit of excellence in design, innovation and creating products that change lives. His vision for simplicity and purpose inspires me to never compromise.
Michelle Yeoh. Her resilience, grace, and ability to thrive while staying true to herself are deeply inspiring. She’s a testament to the power of authenticity and dedication in achieving extraordinary success.
Robert Bilott. His courage to fight for justice for both the community and the environment highlights the importance of accountability in every decision. His story shows how standing up for what’s right can inspire meaningful change and build trust.
What challenges have you faced along the way?
One of the biggest hurdles has been finding brands that truly align with our values. Many so-called “clean” products don’t meet The Raw Standard™ upon closer inspection. This process has been painstaking, but it’s also incredibly rewarding to partner with brands that share our vision of integrity and transparency.
Another challenge has been educating consumers in a market saturated with buzzwords and half-truths. It takes time to build trust, but we believe knowledge is power. By focusing on clear, meaningful communication, we’re helping our community make better, informed choices.
Can you tell us about your daily or weekly wellness routine?
My wellness routine is all about balance and intention. Mornings usually start with sunlight exposure and a short mindfulness exercise, followed by a nourishing breakfast. I carve out time in the afternoon for movement—whether it’s yoga or a brisk walk—and evenings are for unwinding. That might mean reading, journaling, or using a diffuser with a calming blend to create a peaceful atmosphere before bed.
And finally, what’s next for Raw Lily?
We’re focused on thoughtful expansion—introducing new innovations in wellness and longevity while staying true to our values of transparency and trust.
Above all, we’re excited to grow our community. Whether through collaborations, education initiatives, or new offerings, our mission remains the same: to inspire better choices and make wellness more accessible, intentional, and meaningful.
“We’re here to make wellness what it should be—clear, honest, and effective. By cutting through the noise of misleading claims and empty buzzwords, we deliver thoughtfully curated products with full transparency, designed to genuinely support your health and well-being.”— Raw Lily Founder & Certified Health Coach, Tina Shum