Rae Wellness, a supplements brand focused on women’s health, is making a comeback under the leadership of founder and CEO Angie Tebbe. Launched in 2019, Rae developed a line of products that address crucial areas such as sexual wellness and hormonal health. Unfortunately, the brand faced significant challenges in 2023 that led to a temporary pause in operations. Retail execution issues hampered the brand’s ability to keep products consistently stocked, while a misalignment with an investment partner further complicated matters. This lack of alignment created prolonged stockouts that proved difficult for the company to recover from.
In response to these challenges, Tebbe took a bold step to reacquire and restructure Rae. She even tapped into her personal finances, reflecting her deep belief in the brand’s mission. There was a moment of uncertainty where she and her husband contemplated whether it was time to let go of their dream. But after reflecting over dinner, they decided to push forward, recognizing the significant interest and demand the brand continued to experience. “Women just kept coming,” she noted, reinforcing the notion that there was a genuine need for Rae’s offerings.
The heart of Rae remains unchanged, according to Tebbe. The core mission is still centered around empowering women and ensuring that the products meet their diverse wellness needs. This renewed focus comes with a reassured foundation built on strong partnerships and effective processes—designed not just to recover but to excel in delivering value to women everywhere. It’s about building a brand that can endure, and Tebbe is committed to that goal.
With the relaunch of Rae, the brand is reintroducing eight flagship products aimed at various aspects of women’s wellness, including stress, sleep, digestion, and hormonal balance. The lineup includes popular items like Pre + Probiotic Capsules and Vegan Collagen Boost Powder, which are all crafted to be vegan, gluten-free, and free from harmful additives. Priced affordably, these products aim to make wellness accessible to all women, reinforcing the brand’s commitment to quality without compromise.
Initially, Rae products will be sold direct-to-consumer, which allows for better brand control and customer engagement. Despite the setbacks faced in the past, Tebbe has ambitious plans for the future, including a gradual return to retail spaces. “Rae was created to make wellness accessible without compromise,” she declared, showcasing her unwavering dedication to the brand’s mission. The journey from struggle to resilience highlights what happens when women create solutions for other women.
In essence, this new chapter for Rae Wellness is about ownership, alignment, and empowerment. It’s not merely a relaunch; it’s an evolution built on lessons learned and a reaffirmation of the brand’s dedication to women. By focusing on community and collaboration, Rae aims to redefine the wellness conversation, ensuring that every woman feels included and supported in her wellness journey.