After moving to the Far North to embrace a simpler, off-grid way of life, surrounded by native plants and her own kānuka forest, Ray Kreyl began thinking about how the natural resources around her could be put to use. Inspired by her passion for natural living, which deepened when she became a mother, she began exploring the properties of the plants growing around her and experimenting with kānuka-infused skincare. What started with a single bottle of oil made in response to her daughter’s struggles with adult acne gradually evolved into a handcrafted skincare business built around small batches, natural ingredients and kānuka harvested from her own land. Here, she talks to The Natural Parent Magazine about the inspiration behind kānuka forest, learning the art of formulation, the realities of wearing every hat in a small business and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
We had recently moved to the Far North to build a shed and live off-grid. Those first few years were about learning to live more organically – harnessing the sun, growing our own food, catching our water and becoming more independent.
We were still finding our feet when the world changed dramatically in 2020.
I realised I needed to pour my creative energy into something new; something that would allow me to work from the safety of home while everything around us seemed to be tipping upside down.
I had already begun dabbling in rongoā Māori and exploring the properties of the native plants growing around us, initially to help with particular skin concerns, including adult acne. Kānuka quickly became the plant I kept coming back to.
From the first cutting to the first bottle came a beautiful, rich kānuka-infused oil. That oil became my hero product and, eventually, the foundation of kānuka forest.
But I think the philosophy behind the business began much earlier.
Becoming a mother in my mid-twenties completely changed the way I thought about health and lifestyle. Suddenly responsible for a newborn, I became conscious of what we ate, what we put on our skin and what we brought into our home. I sought out organic food, natural medicines, natural fibres and a simpler way of living wherever I could. More than 30 years later, that philosophy has never really left me.
Making skincare was never the plan. It evolved naturally from the way I had chosen to live and the resources I was incredibly fortunate to have around me – including my own kānuka forest.
The launch: How did you start out in the beginning?
It started with one problem: adult acne.
My daughter and her friend were staying with us for the weekend, and both of them had decided that taking strong prescription medication for acne was their only option to clear up the problem. Naturally, I was concerned about the side effects, particularly the peeling lips I saw!
I knew about the healing properties of kānuka, but at that stage I had very little experience creating plant-based skincare. What I did have was kānuka growing all around me, curiosity and a determination to see if I could make something that might help.
So I started experimenting. I harvested kānuka from our land, researched carrier oils and eventually chose apricot kernel oil. From those first cuttings and that first bottle of infused oil, the beginnings of kānuka forest were born.
The innovation: What was the biggest breakthrough for you with your business?
It would have to be seeing the product work once I got the formula right!
That was the moment everything changed. What had begun as an experiment to help with acne suddenly felt like it could become something much bigger. Seeing a visible improvement in their skin gave me the confidence to keep formulating, learning and creating – and ultimately turn that first bottle of kānuka oil into a business.
Yin and Yang: How do you balance work and family?
That one can be tricky! I often have to share my workspace with the eaters, so forward planning – and officially booking out the kitchen – is key.
I’m easily distracted, so when I’m formulating, I need to be organised and work in solitude. Thankfully, my husband and son understand my mission. They’ve become very good at popping in and out without getting in my way!
I always set up a separate eating area away from where I’m working, so we can happily coexist. It’s not a conventional laboratory, but with a little organisation, respect for each other’s space and some well-timed meals, we make it work.
The drive: What challenges have you overcome?
The usual challenges that come with creating natural products – contamination, inaccurate ratios, formulas that don’t behave quite as expected and the occasional batch that simply has to be started again!
Then there’s the overwhelm that comes from wearing every hat in the business. I’m the formulator, photographer, graphic designer and marketer – as well as taking care of everything else that happens behind the scenes. Because I handcraft every product, at this stage it really can only be me.
There’s a lot of trial and error involved, but I’m quite determined when I want to get something right. Whether it’s a formula, a photograph or a label, I’ll keep working at it until I’m happy with it.
For better or worse: What are the pros and cons of running your own business?
Having too much to do – and far too many ideas!
The freedom to create is definitely one of the best parts of running my own business, but it can also be my downfall. Customers will often ask if I can make something particular, and I immediately get excited and want to try it.
I’ve had to learn that not every great idea needs to become a product. The demand has to be there before I invest the time, ingredients, testing and packaging needed to take something further. I’m still learning to rein myself in occasionally!
Hopes and dreams: What next?
I’d love to see kānuka forest grow into several beautiful, well-established ranges – products that genuinely work, that people want to use and, most importantly, enjoy using.
I don’t have ambitions to become a huge company. I want to grow thoughtfully, while keeping the integrity of what I started with: small batches, beautiful natural ingredients and kānuka harvested from our own land.
My hope is simply to keep creating products I’m proud of, build a business that is sustainable for my family and me, and see kānuka forest find its way into more homes.
That would feel pretty wonderful.
Visit www.kanukaforest.nz to find out more and shop their products. You can also connect with them on Facebook and Instagram.
