What's Happening?
Yanghee Paik, cofounder and CEO of Rael, shared insights into the creation and growth of her holistic period care brand during WWD's annual L.A. Beauty Forum. Paik's journey began at The Walt Disney Studios, where she was inspired to address the lack of clean ingredients in feminine care products. Rael was launched in 2017, initially on Amazon, where it quickly became the top organic pad seller. The brand has since expanded its offerings to include products addressing all phases of a woman's cycle, such as pimple patches and hormonal supplements. Rael's success is attributed to its innovative approach, driven by collaboration between its U.S. marketing team and Korea's product development team.
Why It's Important?
Rael's approach to period care highlights the growing demand for transparency and clean ingredients in consumer products. By addressing the entire cycle of women's health, Rael is setting a precedent for comprehensive care in the feminine hygiene industry. The brand's success on platforms like Amazon and its expansion into major retailers like Target and Walmart demonstrate the viability of direct-to-consumer models and the importance of consumer education. This shift could influence other companies to prioritize sustainable and health-conscious products, impacting industry standards and consumer expectations.
What's Next?
Rael plans to continue its momentum by enhancing its educational efforts and leveraging partnerships with influencers to create engaging content. The brand aims to maintain its innovative edge through its global collaboration model, which allows it to quickly adapt to trends and introduce new technologies and ingredients from Korea to the U.S. market. As Rael expands its product line and retail presence, it may further influence the feminine care industry, encouraging competitors to adopt similar holistic and transparent approaches.
Beyond the Headlines
Rael's success underscores a broader cultural shift towards prioritizing women's health and wellness. By addressing hormonal impacts on various aspects of health, Rael is contributing to a more informed and empowered consumer base. This focus on education and choice in feminine care products reflects a growing awareness of the importance of holistic health solutions, potentially leading to long-term changes in how women's health is approached and marketed.
