Rael is on a transformative journey to merge beauty and wellness within the retail landscape. Recently, the Korean cycle care brand announced a significant expansion into various retail outlets, marking a notable step for the company. They will be available in 300 Ulta Beauty stores through The Wellness Shop, offering a new range of products including supplements, period care, and intimate care items. This partnership is particularly pivotal as Ulta is the first retailer to offer Rael’s supplements; their skincare products have been available at Ulta since 2024. Additionally, Rael will roll out its offerings in 5,000 Walgreens locations featuring an extensive selection of skincare and period care products. They will also launch at 1,549 Walmart locations, focusing initially on period care, with plans to expand to 2,700 Walmart doors for pain relief products such as their Heating Patch for Menstrual Cramps. Altogether, this expansion will elevate Rael’s presence to over 50,000 retail locations worldwide, a testament to their remarkable success, having surpassed $100 million in revenue.
For President Lauren Consiglio, this retail expansion signifies a pivotal moment in Rael’s evolution. The brand seeks to embody the concept of holistic cycle care, a vision that founder Yanghee Paik had envisioned since the company’s inception. “We want to bring to life this idea of holistic cycle care,” Consiglio noted. Initially, the brand focused on categories that were easier to market, like skincare, before venturing into period care. Now, there’s a growing trend among retailers to embrace a comprehensive view of wellness that encompasses various health categories, reinforcing the notion that consumer priorities are shifting toward more holistic health approaches.
This shift is largely driven by increased consumer awareness and education surrounding wellness, along with the proven success of Rael’s products in the marketplace. According to Consiglio, retailers starting with a few Rael products often notice their effectiveness, leading them to expand their offerings. Additionally, there’s a noticeable surge in consumer interest in organic period care products, particularly sparked by a significant lawsuit in Korea highlighting the health risks associated with certain brands. Appropriately, around 50% of the period care market in Korea is now organic, and this trend is starting to take shape in the U.S. as well, especially following alarming reports of toxic metals found in period products last year. Consiglio expressed optimism about the organic movement, noting that as consumers become more ingredient-conscious, demand for organic options will continue to rise.
Furthermore, as Korean beauty trends gain traction in the U.S., Consiglio forecasts a similar rise in interest in Korean-inspired period care. The sophistication of Korean consumers in their self-care routines is influencing American preferences, prompting individuals to look beyond traditional beauty standards to embrace a more expansive view of wellness. Retailers, however, had previously faced challenges in showcasing Rael’s diverse product lines, which often didn’t fit neatly into single product categories. This resulted in period care products being sold by one buyer and skincare by another, leading to missed opportunities for cross-promotion. Consiglio noted that while there’s a shift towards recognizing product adjacencies in retailing, many retailers are still navigating how to effectively integrate these diverse categories under one shopping experience.
As brands like Rael strive for cohesive branding across product lines, retailers are starting to evolve their merchandising strategies. The ideal goal for Rael is to present its offerings cohesively, creating a narrative around holistic cycle care that addresses various women’s health concerns simultaneously. For instance, Walgreens is experimenting with front-of-store placements that integrate all categories of Rael’s products together, moving away from the traditional separation between different product types. “Now they’re looking at bringing it together for the woman shopping this way,” Consiglio remarked, emphasizing that women increasingly seek holistic solutions during their shopping experiences.
Looking ahead, while retail expansion takes center stage for Rael, Consiglio hinted at exciting new product launches on the horizon, including two new serums and a cleanser. Although these upcoming launches are focused on skincare, the brand remains equally committed to enhancing period care and expanding into other areas of women’s health. They continue to strike a balance between their skincare and period care segments, ensuring neither category overshadows the other. The vision for Rael not only encompasses menstrual health but extends to significant phases like perimenopause, menopause, and fertility, encapsulating the full spectrum of female wellness needs.