Rahua Redefines Beauty Loyalty With Launch of rediem

Today, rediem and Rahua announce a partnership to bring purpose-driven loyalty to the beauty industry. Instead of rewarding transactions alone, rediem incentivizes customers to take meaningful action aligned with Rahua’s core mission: preserving the Amazon rainforest. As consumer demand grows for ethical, clean, and sustainable beauty, this new loyalty model reflects a broader shift — one where shared values drive lasting engagement. Together, rediem and Rahua are fostering deeper customer-brand relationships and building a long-term, mission-driven community.

Through rediem, customers can earn points for recycling empty bottles, watching educational videos, sharing on social, or joining environmental campaigns. This model not only deepens customer engagement but also gives Rahua greater visibility into its customers and how they interact with the brand. With rediem’s receipt-scanning feature, Rahua can also glean insight into where customers shop, such as in-store at retailers like The Detox Market or Erewhon, all while giving shoppers incentives to upload receipts and stay connected.

“Discounts and points are no longer enough to build a strong loyalty program and thus the emotional connection for today’s conscious consumers,” said Farah Azmi, CEO at Rahua. “What sets rediem apart is the flexibility to tailor our loyalty experience in a way that feels authentic to our brand with a high focus on delivering a mission-driven community.”

Since launching its loyalty program with rediem, Rahua has seen immediate and impressive results. In just two weeks, the brand more than doubled the amount of redemption revenue it generated in the entire previous month. Within the first 30 days, 45% of customers enrolled in the program, with an average engagement rate of 65%. Notably, two-thirds of active loyalty members participated in Rahua’s most recent brand challenge – a strong signal that community-driven rewards are resonating with the brand’s purpose-led audience.

“Independent beauty brands no longer need to rely solely on retailer loyalty programs to build lasting customer relationships,” said Sarah Ganzemuller, CEO and co-founder at rediem. “With rediem, brands like Rahua can turn every touchpoint – whether in-store at Erewhon or online through their own channels – into an opportunity for deeper engagement and data-driven growth. We’re building a future where loyalty isn’t confined to transactions, but fueled by purpose, connection, and brand autonomy.”

Recent data shows 81% of Gen Z and millennial consumers switched brands in the past year, signaling a major shift in loyalty behavior. Traditional, transaction-based loyalty programs are losing effectiveness, and purpose-driven brands are taking note. Brand interested in customizing their loyalty program with rediem can join the waitlist here: https://www.rediem.co/form

About Rahua

Founded in 2008 by Fabian Lliguin and Anna Ayers, Rahua is a plant-powered hair and body care brand grounded in Amazonian wisdom and environmental stewardship. Created to protect the rainforest and preserve Indigenous traditions, Rahua harnesses the power of its namesake oil (a beauty secret of the Quechua-Shuar tribe for centuries) along with other potent botanicals to deliver visible, high-performance results across shampoos, conditioners, and stylers offering salon-quality performance rooted in nature. Today, Rahua blends ancestral practices with clean innovation to deliver products that transform hair and skin without compromising the planet. With a deeply ethical supply chain and a commitment to regenerative beauty, the brand partners directly with Indigenous communities to source ingredients through sustainable, symbiotic methods. A leader in clean haircare, Rahua continues to set the standard for conscious beauty through performance, purpose, and integrity .

About rediem

rediem’s next-generation community and rewards platform helps mission-driven brands mobilize their consumers for good. Founded in 2023 by Regan Plekenpol and Sarah Ganzenmuller, rediem enables brands to build genuine communities and catalyze impact inspired by brand values. The company raised $1.2M in pre-seed funding, led by Ivy Ventures.

Contact Information

Gabriela Lund

Head of Content and Communications

rediem

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