Our Mission
We’re here to make everyday care easier, calmer and a little more joyful for families.
rayro exists for the moments that should be simple but somehow aren’t, dry skin meltdowns, sunscreen stand-offs, bedtime battles that stretch on far too long. We don’t believe parents need more advice. They need better tools.
So we design kid-first care products that actually work in real life. Products children want to use. Products parents can trust. And routines that feel less like a fight and more like a small win.
Born From Lived Experience
rayro was created by two mums who were tired of the same daily struggles showing up on repeat.
We saw how often care routines turned into conflict, not because parents were doing anything wrong, but because the products themselves weren’t built for children. Clinical. Boring. Awkward to use. No wonder kids resisted.
rayro is our answer to that gap: a brand that understands kids’ bodies, emotions and independence, and the realities of modern parenting.
Built for big feelings.
Meet The Founders
rayro is co-founded us, Elsie Rutterford and Dominika Minarovic, parents to young children and experienced beauty brand founders.
With over a decade spent building a trusted global beauty brand, we bring deep expertise in formulation, sustainability and brand building, alongside the lived reality of daily life with kids.
rayro is where that experience meets parenthood: combining proven product know-how with a genuine understanding of what families need day to day.
Our Values
We design for children, but we protect them too. rayro never uses a child’s face in marketing.
You’ll see hands, backs of heads, movement, mess and imagination, because kids aren’t content props. They’re people.
Natural, vegan, refillable.
Thoughtfully formulated and responsibly designed.
We’re building a brand parents can trust long-term, not just at checkout.
We’re not here to sell an idealised version of family life.
We show up for the messy middle, and we believe little wins matter.
