Rael

Rael is a personal care company that markets a "360° holistic cycle care" line spanning period products, vulva and intimate care, incontinence products, supplements and skincare. Its period assortment includes organic-cotton-cover pads with wings in petite, regular, large, overnight and extra-long overnight sizes, applicator and non-applicator tampons (slim and cardboard applicators, compact and regular), panty liners, reusable menstrual pads, disposable period underwear, and cramp-focused items such as a pain relief roll-on, heating patches and a PMS cramp and bloat supplement. Intimate care covers foaming and gel-to-foam feminine washes, wipes, a vulva relief gel, an odor-control mist and body wipes; supplements include a vaginal health probiotic and a hormone balance formula. The company also sells curated sets such as a First Period Kit for Teens, New Mom Gift Set and period essentials bundles.

The skincare range is positioned as clean, cycle-aware K-beauty. It includes the "Miracle Clear" line (gentle exfoliating cleanser, purifying twist-up cleansing balm, clarifying toner, complete acne serum, Microcrystal Activated PM Serum 2000 and 5000, brightening triple acid exfoliant, carotene pads, barrier cream, pore purifying clay mask and soothing spot gel), the "Miracle Patch" blemish patch family (invisible, overnight, spot control, XL, microcrystal, microcrystal vitamin C dark spot and advanced-strength retinol covers), and sheet and hydrogel masks including Cryo + Soothing, Glutathione + Vita C, Collagen + PDRN, a Blemish Recovery Mask, tea tree, collagen, hydration and vitamin C sheet masks, and a limited-edition cycle-synced mask set. Products are described as fragrance-free, dermatologically tested by Dermatest, and made without harsh additives; tampons, pads and panty liners are certified to the Organic Content Standard (OCS).

Rael describes itself as made by women for all people who bleed, with products developed around the full hormonal cycle rather than menstruation days only, and manufactured using South Korean production technology.

Founding story

Rael was founded in 2017 in Los Angeles by three Korean American women, including co-founder and CEO Yanghee Paik, with the stated aim of using Korean personal care technology to offer organic, high-performing products and to broaden education about period choices in the US.

Business model

Rael sells branded consumer packaged goods across period care, intimate care, supplements, incontinence and skincare. It operates an omnichannel model combining direct-to-consumer e-commerce on getrael.com — with a rewards program, discount codes, product bundles, sets and a free-shipping threshold — and third-party retail distribution.

Revenue comes from product sales at unit prices generally ranging from roughly $6 to $25 for individual items and about $15 to $70 for bundles and gift sets, sold through the company's own online store, Amazon and brick-and-mortar retailers.

Traction

At the time of its May 2022 Series B, Rael reported rapid growth, having launched in the US, expanded to South Korea and 12 other international countries, and become a top-selling brand in the US and Korea. The CEO said the brand had grown nearly eightfold over the prior three years but declined to disclose sales; industry sources cited by trade press expected the brand to reach $100 million in sales for 2022.

Latest developments

Rael announced the launch of two hydrogel masks at Ulta Beauty, and its site features a new hydrogel mask collection, a Blemish Recovery Mask, and Miracle Clear Microcrystal Activated PM Serums.