Yanghee Paik, the founder of Rael, shared her journey of building a holistic period care brand at WWD’s L.A. Beauty Forum. Her inspiration sparked at The Walt Disney Studios, where she discovered the truth about conventional period care products and the need for cleaner alternatives.
Paik’s encounter with a co-founder led to the inception of Rael, driven by a mission to educate women about period care and offer better choices. The brand’s focus on organic cotton pads and tampons paved the way for its unconventional launch on Amazon in 2017, despite initial skepticism.
Rael’s innovative approach paid off, becoming a top organic pad seller on Amazon within months. The brand’s success led to securing series A funding and expanding into major retailers like Target, Walmart, Ulta Beauty, CVS, and Walgreens.
Paik’s vision for Rael extended beyond period products to address various aspects of women’s health throughout their menstrual cycle. By offering a range of products from hormonal supplements to skincare items, Rael aims to support women’s well-being comprehensively.
Collaboration between Rael’s U.S. marketing team and Korea’s product development team has been instrumental in driving innovation and staying ahead of industry trends. This global approach has allowed Rael to introduce novel technologies and ingredients to the U.S. market swiftly.
Rael’s commitment to education, evidenced by partnerships with influencers and a focus on creating engaging content, has solidified its position as a trusted brand. The brand’s emphasis on transparency and authenticity resonates with consumers seeking holistic period care solutions.
As Rael continues to evolve, Paik remains dedicated to empowering women with knowledge about their bodies and providing them with high-quality, sustainable period care options. The brand’s success story serves as a testament to the growing demand for natural and inclusive feminine care products in the market.
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