Launched: 2017
Key Executives:
2025 Full Year Expected Revenue Range: $125 to $150 million
2025 Projected Offline Distribution Points: 45,000+
Primary Category: Skincare
Other Categories: Personal Care, Wellness
Key Markets: United States, Korea, Canada
Retail Partnerships: Target, Ulta Beauty, Amazon, Walmart, Walgreens
Primary Distribution Channel: Amazon
Other Distribution Channels: Mass, Grocery, Drugstore, Prestige, DTC, TikTok Shop
Funding Rounds: Venture Capital
Total Funds Raised: $59 million
Notable Investors: Unilever Ventures, MarchPen, Pritzker Group Venture Capital, Softbank Ventures Asia, and BAM Ventures
Rael is a 360-degree holistic personal care brand that supports women through all phases of their hormonal cycle. Founded by three Korean American women, Rael produces safe, effective, and high-performance personal care products to help others make healthier choices for their bodies. As first-generation immigrants, the co-founders of Rael knew how advanced Korean feminine care products were and recognized the gap in the US market for similar technology and quality. Thoughtfully designed with natural materials, Rael’s products, from feminine care to skincare, are manufactured with cutting-edge South Korean technology to deliver the latest innovations, providing a 360-degree solution for the modern consumer. In a beauty and wellness industry often segmented by trends or single-use solutions, Rael stands out as a brand that integrates science, care, and tradition into its offerings. With its focus on supporting women’s holistic health and cycle syncing, Rael empowers women to embrace their natural rhythms while delivering premium-quality products that elevate everyday care. Through its groundbreaking approach, Rael continues to meet and exceed the evolving needs of women, carving out a space as both a trusted ally and industry innovator.
Insights provided by Lauren Consiglio, President
Key business initiatives for 2025?
Expand product innovation across all phases of the cycle
In 2025, Rael aims to deepen its commitment to holistic cycle care by continuing to expand its product offerings across menstrual care, skincare, and wellness categories. The brand plans to launch new innovative solutions tailored to meet the specific needs of each phase of the hormonal cycle, ensuring women feel supported and empowered year-round.
Retail growth in the US
In the US market, Rael will continue to strengthen its presence in major retailers like Target and Ulta Beauty while expanding into additional mass-market retailers to make premium period care and skincare more accessible nationwide.
Educational advocacy and community impact
Rael will prioritize consumer education through campaigns focused on menstrual health, hormonal wellness, and cycle syncing. The brand also plans to expand its philanthropic initiatives, partnering with nonprofits to address period poverty and ensure access to sustainable feminine care products for underserved communities.
By staying true to its mission of empowering women through holistic care, Rael’s 2025 initiatives aim to further establish the brand as a trusted leader in the beauty and wellness space.
What are you most proud of having accomplished?
At Rael, we are very proud of how we’ve stayed true to our mission of empowering women through every phase of their hormonal cycle while achieving tremendous growth and impact. When we started Rael, we saw an unmet need for natural, effective, and innovative products in feminine care, skincare, and wellness. It’s incredibly rewarding to see how far we’ve come, from introducing cutting-edge Korean technology to the US market to becoming a trusted leader in holistic cycle care.
Over the past year, we’ve reached significant milestones that reflect the hard work of our team and the loyalty of our community. Whether it was launching new innovative products, hosting impactful events like our Santa Barbara staycation and South Korea trip, or securing major award wins for our skincare lines, Rael has continued to grow both in reach and influence. Expanding into major retailers like Ulta and building partnerships with media and influencers has also been a game-changer.
However, we are most proud of creating a platform that sparks meaningful conversations about menstrual health and hormonal wellness while addressing issues like period poverty and stigma. Seeing how Rael positively impacts women’s lives—from the convenience of our products to the confidence they inspire—is the greatest reward. Building a company with heart, innovation, and purpose has been a dream come true, and I look forward to all that’s still ahead for Rael and the community we serve.
What has been the biggest surprise?
One of the most rewarding surprises has been witnessing how deeply Rael’s mission resonates with women globally. When we launched, our focus was on providing safe, effective, and innovative solutions for women’s personal care—products that were commonplace in Korea but missing in the US market. What I didn’t anticipate was how our brand would evolve beyond products to become a platform for empowering women through education, community, and meaningful conversations. Today, our thriving community includes over 500,000 TikTok followers engaging with us daily.
Another surprise has been the overwhelming response to our holistic cycle care approach. By helping women embrace their hormonal cycles and tailoring products to each phase—from skincare to period care and wellness supplements—we’ve struck a powerful chord. Hearing stories of how Rael has helped women feel more in tune with their bodies has been incredibly rewarding.
Lastly, I’ve been amazed by the ongoing potential for innovation in this space. From launching groundbreaking products like our Retinol Chin Mask and Brightening Carotene Pads to hosting transformative events such as our South Korea trip, we continue to push boundaries. These initiatives not only showcase the possibilities for innovation but also underline how much impact we can have in improving women’s lives. This fuels our drive to keep evolving as a brand, creating meaningful change and addressing women’s needs in new, exciting ways.
What fuels your competitive advantage?
At the heart of Rael’s brand DNA is a commitment to empowering women through a 360-degree holistic approach to personal care, an aspect that truly fuels our competitive advantage. We don’t just create products; we design solutions that support women throughout all phases of their hormonal cycle, recognizing that their needs go beyond a one-size-fits-all approach. This focus on holistic cycle care is what sets Rael apart in the beauty and wellness industries, providing a deeper connection with our customers and fostering long-term brand loyalty.
Our edge lies in blending natural ingredients with advanced South Korean technology. From our award-winning Retinol Chin Mask to innovative period care and collagen masks, every product is crafted for safety, efficacy, and performance. This fusion of thoughtful design and innovation allows us to stand out in a crowded market by delivering solutions that truly work.
Founded by three Korean-American women, Rael brings a unique perspective to the beauty and wellness space. Our cultural insights and understanding of unmet needs have enabled us to disrupt the US market with Korea-inspired feminine care and skincare innovations. Coupled with our commitment to transparency, sustainability, and education, this authenticity resonates deeply with modern consumers.
By staying true to our mission while continuously innovating, Rael stands apart as a brand that not only meets but elevates women’s wellness needs.
Insight on the future of the beauty industry.
The future of the beauty industry lies in personalization, sustainability, and holistic wellness. Consumers increasingly seek tailored solutions that reflect their unique needs, lifestyles, and values. Advances in AI and technology will enable customized product recommendations, regimens, and formulations, making personalization a cornerstone of the industry.
Sustainability will remain essential as consumers demand transparency and accountability. Beyond eco-friendly packaging, this includes creating circular economies, reducing carbon footprints, and sourcing ethical ingredients. Brands prioritizing these efforts will build loyalty and set new industry standards.
Holistic wellness is redefining beauty, merging it with health and self-care. Consumers now view beauty as part of overall well-being, driving demand for multifunctional products, cycle-syncing regimens, and innovations targeting root causes rather than surface issues.
Inclusivity is also pivotal as the industry continues to embrace diverse skin tones, textures, and cultural influences. Consumers are looking for brands that reflect their individuality while celebrating global beauty traditions.
The future of beauty is about empowering consumers with choices that align with their values, promoting self-expression, and fostering a deeper connection between beauty, health, and sustainability. It’s an exciting time, and brands that prioritize innovation and authenticity will lead the way.
What is the best piece of advice you’ve been given?
Obsess over customer feedback. Our consumers are our most honest critics; they provide invaluable insights that can significantly shape product development, innovation, and overall business strategy. Brands that continuously seek, analyze, and act on consumer feedback will stay ahead of the curve, offering superior products and services while building customer loyalty. By diversifying the ways feedback is collected (surveys, social listening, reviews, customer service), acting quickly on insights, and fostering a culture of ongoing improvement, we create an environment where consumer satisfaction drives innovation and success. This approach not only meets our current customer needs but anticipates future demands, creating a competitive advantage in the market.
What is the best mistake you've ever made and what did you learn?
While not a mistake, I think it is key to ensure you have the right product assortment in the right retailers. Our retailers are not one-size-fits-all; for example, the Ulta shopper is different from the Target shopper, who in turn differs from Walmart shoppers. You must have the correct assortment and merchandising for each specific retailer. While hero SKUs work across all retailers, certain products perform best when tailored to specific retail environments. Strong retail partnerships are key, as they help convey your brand story to their consumers. It’s important to collaborate closely with them to fine-tune your product offerings based on their shopper behavior and market trends. Don’t hesitate to leverage their insights on what has historically resonated with their customers.
What advice would you give to someone contemplating launching a beauty brand?
If you’re considering launching a beauty brand, start with a clear mission and purpose. The beauty industry is highly competitive, so focus on solving a genuine problem you’re passionate about. Understand your target audience deeply including their needs, values, and habits and let those insights guide every decision, from product development to marketing.
Focus on quality and innovation from the start. Consumers are increasingly discerning and expect products that deliver visible results while aligning with their values, such as sustainability, inclusivity, or clean formulations. Partner with reliable manufacturers, invest in research, and uphold the highest standards.
Build a brand, not just products. A strong brand identity that is rooted in authenticity and a compelling story will resonate with your audience and create loyalty. Consumers are drawn to brands with a purpose, so be transparent and share your journey.
Don’t underestimate the power of community. Engage with your audience through social media, events, and feedback loops. Create opportunities for them to connect with your brand and with one another.
Finally, be patient and resilient. Launching and scaling a beauty brand is a marathon, not a sprint. Celebrate small wins, learn from setbacks, and remain adaptable. By staying true to your mission, listening to your customers, and committing to quality and innovation, you’ll create a brand that stands out and makes a meaningful impact.
If you could change one thing in the beauty industry what would it be?
At Rael, we are committed to being a clean brand that prioritizes the safety and well-being of our customers. However, in the US, regulatory standards for ingredients don’t match the stringent requirements seen in Europe, leaving a gap when it comes to ensuring the safety of personal care products. It would be great to see more standardized regulations that protect consumers, rather than relying solely on brands to self-regulate. At Rael, we take this responsibility seriously by formulating our products with natural, safe ingredients, following the clean standards set by our retail partners like Ulta and Target, and aligning them with our own very high standards. Additionally, we invest in third-party testing to guarantee our products are safe for even the most sensitive skin. While many brands are starting to pay attention to these concerns, I believe initiatives like MOCRA are a step in the right direction, and I hope to see more comprehensive, stricter regulations in the future to ensure consumers’ safety across the board.
