Girl Native: Bringing Māori values to the world

With recognition and accolades from across the globe, it would be easy for Rawinia Rimene to adapt her brand to an international audience. But, the Girl Native founder remains firmly rooted in the Māori values and culture that inspired her to start the business. “By celebrating all women it opens up the brand to become inclusive. It offers a genuine space for everyone, even if they don’t whakapapa Māori.”

The journey to starting her indigenous beauty brand was not linear. After dropping out of school at age 16, Rawinia followed her passion for cooking and became a chef. At 21 she began a journey of self-discovery. She furthered her education, first in fashion and then in business at Te Wānanga o Aotearoa in Porirua.

Rawinia is of Whakatohea, Ngāti Kahungunu, Ngāti Raukawa, and Rangitane descent. The wananga journey took her back to her cultural roots. Staying true to her tikanga Māori core values reflected in Rawinia’s business and her culture has kept her connected — to her whānau , her whenua , and her whakapapa.

She developed the idea for Girl Native in her final year studying business and project management in 2019. She researched Māori medicine and was drawn to the idea of using natural, native ingredients in her beauty routine. “I was looking for a point of difference. After talking to friends and family, I realised there was space in the market for more inclusive beauty products. Especially ones that focused on Māori women and their beauty needs.”

The guiding force behind Girl Native draws inspiration from those rich Māori traditions. “I am proud to be Māori. My culture is embedded in my identity. It is important because I stand strong in knowing exactly who I am and where I come from.”

Girl Native began as an online business run out of her home. Rawinia took products to local markets around the Wellington region. She eventually opened her first store in Porirua.

Girl Native has since expanded from its three original products — a coffee body scrub, Kawakawa moisturiser, and hair elixir — to 10. It’s also received significant international recognition.

A finalist for best natural skincare product at the London Pure Beauty Awards, and features in British Vogue magazine and Glamour UK have helped bring indigenous skincare to the world. A highlight was when Rawinia was featured on the cover of Time Iconic Magazine as one of the 10 most empowering businesswomen of 2023.

In 2024, Rawinia made history as one of 10 participants in an international trade delegation. The group was brought together by Te Taumata, representing a voice of Māori interests in global trade, and Callaghan Innovation. The trip spearheaded trade opportunities for wāhine Māori in tech within the UK and European markets. In a world first, this knowledge exchange saw 10 wāhine Māori leaders in tech explore trade opportunities in Ireland, France and the UK. The trip culminated in participation at London Tech Week.

She returned with a partnership with a high-end brand and a contract with a Paris store. “Securing this partnership is a dream come true. The fact that I was able to achieve one of my biggest goals in business is a testament to the hard work, blood, sweat, and tears put in.”