By Raili

By Raili is a Finnish cosmetics brand founded in 2019 by the makeup artist and cosmetologist Raili Hulkkonen as her namesake line [4]. Based in Finland, it combines skincare with what the company calls treatment makeup ("hoitomeikit") and centres its range on the look of healthy, glowing skin. The brand remains active and is distributed through several major Finnish retailers as well as the founder's own store.

The line is built around mature skin and the idea that beauty is for everyday life, not only special occasions. Its products are sold chiefly in Finland, and the skincare items are described as made in Finland.

By Raili grew directly out of Raili Hulkkonen's career. The brand describes her as a makeup artist and cosmetologist who has dedicated a long working life to the beauty of Finnish women, with a particular emphasis on the skin's healthy glow. Finnish editorial and retailer copy has referred to her as the country's best-known makeup artist, though that description originates in brand and marketing material rather than independent assessment.

According to Hulkkonen, the line was launched in 2019 and was one of the highlights of her life [4]. She has said she developed a skincare range tailored to mature skin in order to encourage women to enjoy beauty every day of the year, not only at parties. That sentiment is carried in the brand's tagline, "Nauti kauneudestasi vuoden jokaisena päivänä!" ("Enjoy your beauty every day of the year"). Alongside the brand, Hulkkonen runs her own beauty store, Puuterihuone.

The brand's stated philosophy is that makeup should not cover the face but bring out the wearer's best features [4]. In practice this is expressed through the "hoitomeikit" concept, treatment makeup that is intended to care for the skin while it is worn, and through a repeated focus on a healthy glow rather than heavy coverage. One piece of brand copy sums up the approach as "Iho on meikissä kaikkein tärkein" — skin is the most important thing in makeup.

By Raili presents itself as aimed at adult women who want quality products and a polished result, describing the line as "a gift" for that audience. The range is positioned in the indie segment and developed, in the company's words, to meet the needs of mature skin.

By Raili spans makeup, skincare and a fragrance. The makeup includes a foundation in four shades, a lipstick in ten shades, a cream blush in three shades and a brightener in two shades, alongside items such as a primer, an intensive hydrating mist and a foundation brush. The skincare side covers serums, cleansers, creams, masks and eye care, and the brand markets a perfume called Lupaus.

The company highlights ingredients including hyaluronic acid, antioxidants and omega fatty acids. It states that its skincare products are made in Finland.

By Raili sells through multiple channels. The company says its products are available through its own webshop, through the founder's Puuterihuone store, and in the Sokos and Emotion webshops and physical stores across Finland. The brand's distribution appears limited to the Finnish market.

By Raili is an active brand. Although the brand site carries a copyright notice running from 2019 to 2022, the line has continued to be stocked across major Finnish retailers, including Sokos, Emotion and Berner webshops, as well as the founder's own store. Its reach remains concentrated in a single country, Finland.