Interview for Markenartikel magazine.
This is us :
Raffaella Grisa, Founder of WA:IT. I am the visionary and creative director behind the brand, guiding its philosophy, product development, and global strategy.
This is our company’s business idea:
WA:IT is a holistic beauty and wellness brand that merges Italian craftsmanship with Japanese mindfulness. We create fragrances, skincare, incense, and candles that are not simply products, but rituals, tools for presence, emotional balance, and inner alignment.
We do not sell beauty as appearance. We offer beauty as a state of being.
This is what led me to this business idea:
WA:IT was not born from a business plan. It was born from an authentic vision.
After years in corporate consulting as an engineer, and a life divided between performance and inner searching, I experienced a profound moment of clarity in Japan. In that moment, WA:IT arrived, as a bridge between worlds: Italy and Japan, science and spirituality, form and essence.
The name itself reflects this:
WA means harmony and peace in Japanese; IT reflects Italian identity and light. The colon in between represents a pause — an invitation to slow down.
This has been my/our greatest success so far:
Remaining coherent.
In a beauty industry driven by trends, speed, and volume, our greatest success has been staying true to our philosophy. We became one of the first European beauty brands to achieve carbon-negative status, not as a marketing claim, but as an ethical commitment.
Our real success is that customers tell us our products make them feel grounded, seen, and connected.
This was my/our biggest challenge so far:
Translating an invisible vision into a tangible business within an industry dominated by aesthetics and noise.
WA:IT speaks softly. It does not shout. It requires courage to remain authentic when the market rewards louder voices.
This was my/our biggest learning experience so far:
Integrity builds long-term value.
Saying “no” has been more important than saying “yes.” We have declined partnerships that did not align with our philosophy. Growth without coherence weakens a brand’s soul.
This is what drives me/us:
The desire to bring consciousness into business. I believe brands can be spiritual entities. They can elevate culture. They can teach responsibility, beauty, and respect for nature.
This is our motto:
“Slow down to reconnect.” Or simply: Beauty begins within.
What was your biggest Learning?
My biggest learning has been that integrity is a long-term stra, not just a moral choice.
In the early stages of building WA:IT, I was often confronted with opportunities that promised faster growth, greater visibility, or higher margins. It would have been easier to simplify formulations, reduce packaging quality or adapt the message to fit market trends.
But I learned that every small compromise weakens the foundation of a brand. And every coherent decision, even if slower or more, strengthens it in the long run and protects its autenticity.
These are my/our role models:
Architects like Tadao Ando, who build silence into space.
Japanese artisans who dedicate their life to mastering one gesture.
And visionary entrepreneurs who see business as a mission, not only as profit.
These are our investors:
WA:IT has grown organically. We are independently led and carefully structured. Our most important “investors” have been trust, resilience, and long-term vision.
This is what established brand manufacturers can learn from us:
That sustainability must be integrated, not added later as decoration.
That coherence between message and action builds credibility.
That beauty brands can carry philosophical depth without losing commercial relevance.
This is what start-ups can learn from us:
Do not chase trends. Build roots.
Take time to define your essence before scaling. A brand without soul may grow fast, but it will not endure.
What Germany can learn from other countries when it comes to start-ups:
To embrace intuition alongside precision.
Germany has extraordinary engineering and structure. Combining that strength with emotional storytelling and bold visionary thinking would create even more global pioneers.
What I/we would like to see from politicians:
Clearer incentives for sustainable innovation.
Simplified regulatory processes for small ethical businesses.
And stronger support for companies that invest in environmental responsibility.
These are my/our plans for the future:
To expand internationally while protecting our integrity.
To continue developing products that unite sensory experience with emotional wellbeing.
And to position WA:IT not only as a beauty brand, but as a cultural voice for conscious living.
This helps me relax and take my mind off my everyday work:
Swimming in open water.
Walking in nature.
Silence.
The sea is my way of reconnecting with the infinite.
This is what I/we have always wanted to say:
Business can be sacred.
Profit and purpose are not opposites. When guided by integrity, a brand can become a living organism that uplifts people and respects the planet.
WA:IT is proof that even a small entity can take meaningful action.
