Latest news with #Rael
Grazia USA
5 days ago
- Health
- Grazia USA
Why Cycle Syncing Is the Wellness Shift Women Can't Stop Talking About — & How Rael is Leading the Charge
Photo courtesy of Rael For decades, women have been taught to simply 'deal with' their monthly cycles — often reduced to painkillers, tampons, and little else. But in 2025, a growing wave of women are flipping the script, syncing their routines — fitness, food, skincare, and even work schedules — with the natural hormonal shifts of their menstrual cycle. The term? Cycle syncing . And it's more than a buzzword — it's a biological blueprint for better living. At the forefront of this hormone-informed wellness movement is Rael , a women-founded brand turning insights into action with clean, effective products built for each phase of the menstrual cycle. Whether it's soothing heat patches during menstruation or glow-boosting skincare during ovulation, Rael's full-spectrum approach is helping women finally feel in sync with their bodies — and not at war with them. What Is Cycle Syncing? Cycle syncing refers to the practice of tailoring lifestyle habits to align with the four phases of the menstrual cycle: menstrual, follicular, ovulatory, and luteal. Hormonal fluctuations across these phases can influence everything from skin condition and energy levels to appetite and stress response. Modern wellness tools like the Oura Ring , Bellabeat , and Incora Health are making it easier than ever to track your body's rhythms — but what comes after the data? That's where Rael comes in. Yanghee Paik, CEO and Co-Founder of Rael; Photo courtesy of Rael 'So many brands focus only on the week of bleeding, but hormonal changes impact us all month long — physically, mentally, and emotionally,' says Rael Co-Founder and CEO Yanghee Paik in an exclusive interview with GRAZIA USA . 'We saw an opportunity to create products that support those shifts in a more thoughtful, intuitive way.' The Science of Skin and Hormones Hormonal fluctuations during the cycle can wreak havoc on the skin — causing dryness during menstruation, radiance during ovulation, and breakouts during the luteal phase. Rael's Cycle Synced Mask Set ($13.99) was designed to meet those needs head-on, with targeted formulas for each week of your cycle. Thanks to Paik's Korean-American background, the brand's skincare line incorporates cutting-edge K-beauty innovation. And powered by Rael's Korean R&D team, they are bringing trending ingredients like azelaic acid-coated Shorticules and spicule delivery systems to U.S. consumers. Take the Microcrystal Activated PM Serum, which was newly launched this week, on July 14. Photo courtesy of Rael 'Spicules have been viral in Korea for delivering 'microneedling in a bottle' results without irritation,' explains Paik. 'We formulated ours with proprietary first-to-US-market Shorticules… and buffered it with barrier-loving ingredients like Cica PDRN, Copper Peptides, and Allantoin.' The result? A revolutionary serum that gently refines texture, calms hormonal breakouts, and respects the sensitivity of cycle-impacted skin. A Phase-by-Phase Approach to Care Here's how Rael breaks down its holistic cycle-care routine: Menstrual Phase (Week 1): Hydrate + Soothe Follicular & Ovulatory Phases (Weeks 2–3): Brighten + Boost Luteal Phase (Week 4): Calm + Clarify More Than Just Period Products While many legacy brands stay siloed in period care, Rael's innovation spans skincare, supplements, and body care — shaped by ongoing dialogue with their community. 'We're constantly listening — to what people are struggling with, what's missing from their routines, and how their needs shift throughout the month,' says Paik. 'Every product is created with a specific phase of the cycle in mind.' Photo courtesy of Rael That intentionality extends beyond product formulas to how Rael reaches its customers. In fact, the brand took an unconventional route early on by launching as an Amazon-first company — an approach that defied traditional wellness marketing playbooks but paid off in a major way. 'When we chose to launch on Amazon, it was considered unconventional for a wellness brand,' says Paik. 'But we knew our customer — she was busy, she was smart, and she wanted access to better products without jumping through hoops.' The result? Rael became the #1 organic pad on Amazon within six months , and has since held the top overall spot in the platform's pad category — proving the power of listening to your audience and meeting them where they are. This intentional product development reflects not only the lived experience of its users but also that of its founder. 'I hope Rael can show the next generation of founders (especially AAPI women) that your lived experience is a strength,' Paik adds. 'It can shape how you build, how you lead, and how you connect with consumers in a meaningful way.' A New Era of Empowered Wellness The rise of cycle syncing speaks to a broader cultural shift: one that honors women's health, rhythm, and autonomy. 'For so long, the menstrual cycle was something women were taught to manage quietly, almost shamefully,' says Paik. 'Now, there's this powerful movement to own it, to align with it, to celebrate it… That's what holistic cycle care really means.' As tech-enabled tools empower more women to track their cycle, Rael is stepping up with solutions that turn awareness into action — proving that when it comes to wellness, syncing beats silencing. GRAZIA' s Favorites Rael Products Best-Selling Product: Most Innovative Skincare: Editor's Pick:
Buzz Feed
13-07-2025
- General
- Buzz Feed
31 Little Upgrades To Your Day-To-Day That Won't Sound Life-Changing…Until You Try Them
A foaming drain cleaner for folks who are desperately trying to convince themselves that chores are FUN. If you've got a sink or bathtub drain that is worryingly slow, this gentle *powerhouse* foam can pull up gunk and clean out pipes, helping prevent future buildup for quite a bit. That is, until you get bored and really wanna have some fun playing with foam again. A slim, two-slice toaster that'll be a satisfying space saver in your Polly Pocket–size kitchen. The long slot design keeps it slim while still allowing for two slices of bread to cook at a time. The design also makes this great for larger slices of homemade bread and sourdough loaves, all while being juuust the right size to squish between appliances and cabinets. A set of cult-favorite extra-soft cooling bedsheets (boasting a mind-boggling 245,000 5-star reviews!!) that folks say feel like sleeping at a luxurious hotel. If you've found falling asleep a chore because of tossing, turning, and *sweating* at night, then treat yourself to these must-have sheets. And a pair of cooling pillowcases with thousands of dreamy reviews from *previously* sweaty sleepers. Don't keep waking and flipping your toasty pillow over in frustration — it's gonna be your cool-sleep summer! Monday Haircare Dry Shampoo with a gorgeous gardenia scent and a formula that'll give you the satisfying clean your hair needs with a lil' keratin treatment thrown in. This'll help protect against the frizz and breakage summer humidity inevitably brings. Plus, the packaging will make your bathroom counter look beautiful all on its own. A set of breathable, seamless thongs specifically loved by several reviewers who "hate" thongs. Folks say these are comfortable all day *and* claim they're comparable to (and even better than!) brands like Skims and Victoria's Secret. I'm sold. Like, literally. Buying now. A Tub Topper that'll completely change the game vis-à-vis toddler baths. This suction cups onto your tub (making it practically universal for any ol' bathtub) and gives your kids a *ton* of extra space to play. PLUS, it is an A+ splash guard, so you'll be able to get your kids clean without needing to mop up the bathroom floor every dang day. A set of Wonder Hangers so you can stack outfits, categories, or even *colors* of clothes with a vertical system, using up closet space in the most efficient (and A-type-friendly) way possible. An exfoliating mitten lots of people love for preventing ingrown hairs, reducing KP, and smoothing out their skin before applying tanning lotion. A genuinely lovely towel warmer that'll look fancy in your bathroom *and* provide you with that fresh-outta-the-dryer feel every time you pull a towel out and wrap it around your body! Rael "Miracle Invisible Spot Cover" Pimple Patches for anyone who thinks the best skincare treat they could possibly give themselves is pimple patches that don't shout, "Look over here at this vacuum-sealed pimple bursting from my face!" These have the same hydrocolloid formula for relieving the redness, swelling, and pus from breakouts, but *without* the usual show-and-tell. A Shark Tank-favorite Click & Carry Grocery Bag Carrier that'll give you Herculean strength in an instant. Hook your bags to the clip, place it around your shoulder, and lift up to *80 pounds!!!* without bag straps literally breaking your back. A set of disposable Plackers "Grind No More" Night Guards — check your jaw, are you clenching it this very minute? You are, aren't you? First things first: 1) relax your jaw right now, 2) take steps to do the same at night. If you're waking up with an aching face, these grind-absorbing bite plates may seriously aid in relieving that tension and protecting your teeth. Plus, they're reusable for up to 30 nights! Save yourself the $$$ on pricier options and improve your sleep with these reviewer-loved guards. A versatile veggie chopper that'll help you prep (and clean up!) with speed that feels downright magical. The interchangeable blades just pop out, then throw them right into the dishwasher! This'll help you get into the swing of things this salad season. A set of wad-free pads for keeping your bedsheets from tangling in the wash. Get this and keep those laundry clumps from wasting precious drying time! A silicone clip-on strainer that's dishwasher safe, attaches to any size pot or pan, and is designed to save a bunch of space in your kitchen cupboards. A TikTok and Kindle remote control ring great for readers of two extremes — those who read while working out and need a button that flips the pages so they don't have to reach for the screen *and* for those who prefer a reading session lying perfectly still, without even exerting the effort it takes to swipe. Hanalei Lip Treatment — this overnight lip mask blends Hawaiian kuku nut oil, grape seed oil, and agave (for that added antioxidant-rich punch) to turn your snooze sessions into a serious skincare upgrade for dry, chapped, or cracked lips. Keeping lips moisturized during the day is vital to helping them age their very best... and adding a night treatment is the obvious next step! A sleek one-button electric wine bottle opener for people who, despite their love of wine, haven't mastered the art of opening a bottle without getting the cork stuck inside. Save your pride (and that nice bottle of red) by treating yourself to a gadget worth showing off on your countertop. An adjustable cervical cooling pillow so you don't have to choose between the support of a contoured pillow or the cooling effects of a gel option. The unique design is covered in a cooling fabric with an upgraded shape that'll work even if you toss from your side to your back at night. It provides enough lift to support your neck and shoulder when on your side, but cradles your neck when on your back. Sweet. Sweet dreams, that is. Mise En Scene Perfect Serum, a staple K-beauty solution that'll practically give your *hair* glass skin. The brilliant seven-oil blend of Moroccan argan, olive, coconut, Marula, jojoba, apricot, and camellia oil protects hair while smoothing away dry damage. Plus, using an oil on wet hair before blow drying cuts down on your dry time! It's heat-safe up to 450 degrees, so no need to part ways with your beloved heat tools. A set of charming reusable Swedish dishcloths so you can throw away your grimy sponge *and* prevent overusing wasteful paper towels. These sturdy towels can be washed up to 50 times *in the dishwasher* and replace 17 rolls of paper towels EACH. And seriously, toss that sponge out! These are sturdy enough to scrape away caked-on stains but also soft enough to dry more fragile dishware. A "flossing toothbrush" designed with two different types of bristles — one layer has classic firm bristles, while the longer layer is extra thin (10 times thinner, in fact!) and intended to clean deep between the cracks in your teeth and over your gums – just like floss. If you have sensitive teeth and love a deep clean, you're sure to love ~brushing up~ on your dental care game with this. An SPF 50 Airy Sunstick Smoothing Bar, a K-Beauty *blessing* for anyone who is sick and tired of goopy, sticky sunscreen that leaves their eyes watering from harsh chemicals. The curved balm applies gently onto your skin — rather than pulling — which also makes it a breeze to put on. Simply keep this in your bag and swipe it on (even over your makeup) when you're in the sun, because sunscreen should be applied *several* times a day. Nothing makes that practice easier than this stuff! An airtight Deli ProKeeper that'll have you feelin' star-struck if you've dabbled in the world of FridgeTok (and if you haven't, *please* treat yourself to the joy that is FridgeTok). This is specifically designed to keep deli meat and cheese fresh. I'm 31 years old and still haven't found a proper way to store cheese without it molding too fast, so you better believe I'm buying this right along with you. A laundry soap station you can tuck into a shelf or leave out on the counter so your heavy, dripping detergent doesn't make a mess. A wireless charging desk and mousepad that'll be *literally* life-saving for (the phones of) anyone who mercilessly keeps their cell's battery around 10%, 100% of the time. With this, you'll charge your phone, AirPods, keyboard, and mouse without even realizing you're doing it. Just plop them down on the pad and watch as your tech charges up in an instant! A "Slice'n Store" butter dish so you can give your butter knives (and dishwasher) a break. This spiffy container keeps butter fresh in the fridge and slices it with the inner blade, so you can store, cut, and spread your butter all in one! A meat shredder that'll quickly become the #1 tool in your kitchen. Start indulging in shredded pork, chicken, and tofu weekly, without spending ages on shredding prep with a couple of forks. Just toss in your cooked meat and twist a couple of times! Your aching wrists and happy stomach will thank you! A set of 10 retractable Crayola markers for parents who consider pen and marker caps the absolute bane of their existence. If you're looking for a way to make your craft table a little less chaotic (and preserve the life of your kids' markers), these are here for you. A Touchland Power Mist hydrating hand sanitizer that'll be loved by anyone who thinks an aesthetic upgrade is the *best* kind of upgrade. Feel fashion savvy and clean with this aloe vera-infused hand sanitizer in your bag. The flora scent is practically perfume *and* unlike most sanitizers, this formula is moisturizing! Get this, and you'll constantly wanna give it a hand.
Buzz Feed
15-06-2025
- General
- Buzz Feed
31 Little Upgrades To Your Day-To-Day
A foaming drain cleaner for folks who are desperately trying to convince themselves that chores are FUN. If you've got a sink or bathtub drain that is worryingly slow, this gentle *powerhouse* foam can pull up gunk and clean out pipes, helping prevent future buildup for quite a bit. That is, until you get bored and really wanna have some fun playing with foam again. A slim, two-slice toaster that'll be a satisfying space saver in your Polly Pocket–size kitchen. The long slot design keeps it slim while still allowing for two slices of bread to cook at a time. The design also makes this great for larger slices of homemade bread and sourdough loaves, all while being juuust the right size to squish between appliances and cabinets. A set of cult-favorite extra-soft cooling bedsheets (boasting a mind-boggling 245,000 5-star reviews!!) that folks say feel like sleeping at a luxurious hotel. If you've found falling asleep a chore because of tossing, turning, and *sweating* at night, then treat yourself to these must-have sheets. And a pair of cooling pillowcases with thousands of dreamy reviews from *previously* sweaty sleepers. Don't keep waking and flipping your toasty pillow over in frustration — it's gonna be your cool-sleep summer! Monday Haircare Dry Shampoo with a gorgeous gardenia scent and a formula that'll give you the satisfying clean your hair needs with a lil' keratin treatment thrown in. This'll help protect against the frizz and breakage summer humidity inevitably brings. Plus, the packaging will make your bathroom counter look beautiful all on its own. A set of breathable, seamless thongs specifically loved by several reviewers who "hate" thongs. Folks say these are comfortable all day *and* claim they're comparable to (and even better than!) brands like Skims and Victoria's Secret. I'm sold. Like, literally. Buying now. A Tub Topper that'll completely change the game vis-à-vis toddler baths. This suction cups onto your tub (making it practically universal for any ol' bathtub) and gives your kids a *ton* of extra space to play. PLUS, it is an A+ splash guard, so you'll be able to get your kids clean without needing to mop up the bathroom floor every dang day. A set of Wonder Hangers so you can stack outfits, categories, or even *colors* of clothes with a vertical system, using up closet space in the most efficient (and A-type-friendly) way possible. An exfoliating mitten lots of people love for preventing ingrown hairs, reducing KP, and smoothing out their skin before applying tanning lotion. A genuinely lovely towel warmer that'll look fancy in your bathroom *and* provide you with that fresh-outta-the-dryer feel every time you pull a towel out and wrap it around your body! Rael "Miracle Invisible Spot Cover" Pimple Patches for anyone who thinks the best skincare treat they could possibly give themselves is pimple patches that don't shout, "Look over here at this vacuum-sealed pimple bursting from my face!" These have the same hydrocolloid formula for relieving the redness, swelling, and pus from breakouts, but *without* the usual show-and-tell. A Shark Tank-favorite Click & Carry Grocery Bag Carrier that'll give you Herculean strength in an instant. Hook your bags to the clip, place it around your shoulder, and lift up to *80 pounds!!!* without bag straps literally breaking your back. A set of disposable Plackers "Grind No More" Night Guards — check your jaw, are you clenching it this very minute? You are, aren't you? First things first: 1) relax your jaw right now, 2) take steps to do the same at night. If you're waking up with an aching face, these grind-absorbing bite plates may seriously aid in relieving that tension and protecting your teeth. Plus, they're reusable for up to 30 nights! Save yourself the $$$ on pricier options and improve your sleep with these reviewer-loved guards. A versatile veggie chopper that'll help you prep (and clean up!) with speed that feels downright magical. The interchangeable blades just pop out, then throw them right into the dishwasher! This'll help you get into the swing of things this salad season. A set of wad-free pads for keeping your bedsheets from tangling in the wash. Get this and keep those laundry clumps from wasting precious drying time! A silicone clip-on strainer that's dishwasher safe, attaches to any size pot or pan, and is designed to save a bunch of space in your kitchen cupboards. A TikTok and Kindle remote control ring great for readers of two extremes — those who read while working out and need a button that flips the pages so they don't have to reach for the screen *and* for those who prefer a reading session lying perfectly still, without even exerting the effort it takes to swipe. Hanalei Lip Treatment — this overnight lip mask blends Hawaiian kuku nut oil, grape seed oil, and agave (for that added antioxidant-rich punch) to turn your snooze sessions into a serious skincare upgrade for dry, chapped, or cracked lips. Keeping lips moisturized during the day is vital to helping them age their very best... and adding a night treatment is the obvious next step! A sleek one-button electric wine bottle opener for people who, despite their love of wine, haven't mastered the art of opening a bottle without getting the cork stuck inside. Save your pride (and that nice bottle of red) by treating yourself to a gadget worth showing off on your countertop. An adjustable cervical cooling pillow so you don't have to choose between the support of a contoured pillow or the cooling effects of a gel option. The unique design is covered in a cooling fabric with an upgraded shape that'll work even if you toss from your side to your back at night. It provides enough lift to support your neck and shoulder when on your side, but cradles your neck when on your back. Sweet. Sweet dreams, that is. Mise En Scene Perfect Serum, a staple K-beauty solution that'll practically give your *hair* glass skin. The brilliant seven-oil blend of Moroccan argan, olive, coconut, Marula, jojoba, apricot, and camellia oil protects hair while smoothing away dry damage. Plus, using an oil on wet hair before blow drying cuts down on your dry time! It's heat-safe up to 450 degrees, so no need to part ways with your beloved heat tools. A set of charming reusable Swedish dishcloths so you can throw away your grimy sponge *and* prevent overusing wasteful paper towels. These sturdy towels can be washed up to 50 times *in the dishwasher* and replace 17 rolls of paper towels EACH. And seriously, toss that sponge out! These are sturdy enough to scrape away caked-on stains but also soft enough to dry more fragile dishware. A "flossing toothbrush" designed with two different types of bristles — one layer has classic firm bristles, while the longer layer is extra thin (10 times thinner, in fact!) and intended to clean deep between the cracks in your teeth and over your gums – just like floss. If you have sensitive teeth and love a deep clean, you're sure to love ~brushing up~ on your dental care game with this. An SPF 50 Airy Sunstick Smoothing Bar, a K-Beauty *blessing* for anyone who is sick and tired of goopy, sticky sunscreen that leaves their eyes watering from harsh chemicals. The curved balm applies gently onto your skin — rather than pulling — which also makes it a breeze to put on. Simply keep this in your bag and swipe it on (even over your makeup) when you're in the sun, because sunscreen should be applied *several* times a day. Nothing makes that practice easier than this stuff! An airtight Deli ProKeeper that'll have you feelin' star-struck if you've dabbled in the world of FridgeTok (and if you haven't, *please* treat yourself to the joy that is FridgeTok). This is specifically designed to keep deli meat and cheese fresh. I'm 31 years old and still haven't found a proper way to store cheese without it molding too fast, so you better believe I'm buying this right along with you. A laundry soap station you can tuck into a shelf or leave out on the counter so your heavy, dripping detergent doesn't make a mess. A wireless charging desk and mousepad that'll be *literally* life-saving for (the phones of) anyone who mercilessly keeps their cell's battery around 10%, 100% of the time. With this, you'll charge your phone, AirPods, keyboard, and mouse without even realizing you're doing it. Just plop them down on the pad and watch as your tech charges up in an instant! A "Slice'n Store" butter dish so you can give your butter knives (and dishwasher) a break. This spiffy container keeps butter fresh in the fridge and slices it with the inner blade, so you can store, cut, and spread your butter all in one! A meat shredder that'll quickly become the #1 tool in your kitchen. Start indulging in shredded pork, chicken, and tofu weekly, without spending ages on shredding prep with a couple of forks. Just toss in your cooked meat and twist a couple of times! Your aching wrists and happy stomach will thank you! A set of 10 retractable Crayola markers for parents who consider pen and marker caps the absolute bane of their existence. If you're looking for a way to make your craft table a little less chaotic (and preserve the life of your kids' markers), these are here for you. A Touchland Power Mist hydrating hand sanitizer that'll be loved by anyone who thinks an aesthetic upgrade is the *best* kind of upgrade. Feel fashion savvy and clean with this aloe vera-infused hand sanitizer in your bag. The flora scent is practically perfume *and* unlike most sanitizers, this formula is moisturizing! Get this, and you'll constantly wanna give it a hand.
Business Wire
29-05-2025
- Business
- Business Wire
Rael Expands with Major Retailer Launches, Bringing Holistic Period Care and K-Beauty Innovation to Consumers Nationwide
LOS ANGELES--(BUSINESS WIRE)-- Rael, the trailblazing cycle-care brand revolutionizing period care and skincare, is making its biggest retail expansion yet – bringing its products into 50,000 retail doors globally. With upcoming launches at Walmart, Ulta Beauty, and Walgreens, Rael is setting a new standard for wellness, bringing its high-performance products infused with cutting-edge Korean technology and clean ingredients to millions of consumers nationwide. Since launching in 2017, Rael has transformed the period care industry with its holistic solutions that support the body through every phase of the 28-day menstrual cycle—not just during your period. Beginning with its #1 best-selling organic cotton pads on Amazon and now boasting +60 products for every phase of your cycle, the brand is poised to reach millions more, redefining K-beauty's impact on wellness and ensuring that all people who menstruate have access to safe, effective period care products, and self-care and skincare products that serve 'the other 23 days' of the menstrual cycle. 'These retail partnerships are more than just expansion—they represent a shift in how we approach cycle syncing and self-care in the U.S.,' said Yanghee Paik, CEO and co-founder of Rael. 'Our mission has always been to make clean, high-performance cycle care accessible to all, and we're thrilled to bring our holistic solutions to even more people nationwide – including zip codes where products powered with Korean technology weren't readily available for purchase before this 'summer wave' of retailer launches.' This unprecedented retail expansion in 2025 will include: Ulta Beauty Wellness Launch – March & July 2025: In a groundbreaking move, Rael is entering Ulta Beauty's wellness category—a first-of-its-kind in-store offering for Ulta Beauty that blends period care with skincare. Available online starting March 23, 2025, and in 300 Ulta Beauty's stores by July 20, 2025, this expansion solidifies Rael's role in bridging the gap between beauty and cycle care. Walmart Period Care Launch – May 2025: Rael's organic period care line will hit 1,549 Walmart stores nationwide in early May, offering shoppers a clean, high-performance alternative to conventional products. This launch is a pivotal step in Rael's commitment to expanding access to safe, effective menstrual care. In June, Walmart will also introduce Rael's pain relief collection to 2,700 stores, including bestsellers like the brand's innovative Heating Patch for Menstrual Cramps. Walgreens Nationwide Rollout – July 2025: Walgreens will bring Rael's comprehensive lineup of clean, hormone-conscious products to more than 5,000 stores nationwide. With a thoughtfully curated assortment spanning period care, cramp relief, intimate wellness, and K-beauty-inspired skincare, Rael is helping to reimagine how customers approach everyday self-care. This rollout underscores Walgreens' continued commitment to offering modern wellness solutions that reflect the needs of today's consumers. 'As our guests continue to embrace a more holistic approach to beauty and wellbeing, we're proud to introduce brands like Rael that meet their evolving needs with intention and innovation. Rael is a pioneer in seamlessly connecting cycle care with skin care - empowering guests to care for their bodies with solutions that feel elevated, effective, and thoughtfully designed,' said Laura Beres, VP of Wellness at Ulta Beauty. 'As we expand our wellness offerings, we remain committed to supporting women's health in a more comprehensive, holistic way. Rael's addition to our assortment reflects where the intersection of beauty and wellness is headed, and we're excited to support our community with products that honor the full spectrum of self-care.' Rael's 360° approach to cycle care goes beyond traditional period products, addressing hormonal changes that impact skin, mood, and overall wellness. With its cycle-syncing philosophy, Rael empowers menstruators to align their self-care routine with the natural rhythms of their body—whether it's managing PMS breakouts, soothing cramps, or maintaining balance through hormonal shifts. The brand's innovative formulas are rooted in South Korean skincare technology, delivering clean, effective solutions free from endocrine disruptors like parabens, phthalates, synthetic fragrances, and PFAS. From invisible pimple patches to organic cotton period products, every Rael product is designed to support hormonal balance and overall well-being. With its unparalleled expansion into major retailers, Rael is making clean cycle care and K-Beauty mainstream—ensuring that everyone who menstruates has access to the safest, most effective products available. For more information on Rael, visit ABOUT RAEL Rael is a cycle-care brand created by women for all people who bleed. Founded in 2017 by three Korean-American women in Los Angeles, including CEO Yanghee Paik, Rael empowers individuals to make healthier choices for their bodies through safe, high-performance personal care products. Combining clean, nature-inspired ingredients with cutting-edge South Korean manufacturing technology, Rael delivers innovative period and skincare solutions that support a 360° approach to the modern menstrual cycle. For more information visit
Forbes
29-05-2025
- Business
- Forbes
How Rael Disrupted The $52B Feminine Care Market With K-Beauty Innovation
Yanghee Pail, Founder & CEO Rael When Yanghee Paik immigrated to the United States from Korea to attend Harvard Business School, she envisioned a future revolutionizing the Korean entertainment industry in Hollywood. Instead, she rewrote the rules of an entirely different industry—feminine care. "I had a very different vision when I was in my 20s," Paik said. "When I wrote my MBA application, I talked about how I wanted to be the person revolutionizing the Korean entertainment business by learning in Hollywood." After a successful career at Disney in strategy and digital content distribution, Paik yearned for more impact and agility—something she couldn't find inside a massive corporation. "I felt like a small piece in a huge machine... I started thinking that I wanted to be on the other side." What followed was an unexpected dinner with journalist-turned-co-founder Aness An, who asked Paik a simple question, "Do you know anything about how pads and tampons are made?" The answer sparked what would become Rael, a fast-growing holistic wellness brand at the intersection of K-beauty technology and clean, organic feminine care. Rael's journey from a $2 million startup to a global wellness brand worth nine figures was not driven by flashy marketing or celebrity endorsements. It began with a focused, data-driven strategy that prioritized product excellence, consumer behavior insights, and digital-first distribution. Holistic Cycle Care With K-Beauty Technology Rael "Back in 2017, everybody was jumping into a direct-to-consumer model... But we wanted to be more efficient, and we wanted to be where women are ready to purchase," said Paik. Their research revealed that women were actively searching for organic pads on Amazon, but they had few quality options. Rael entered the platform with Korean-made, organic cotton cover pads and invested heavily in high-conversion product pages, optimized listings, and visual education. 'We didn't do any brand marketing when we started... But our goal was to launch the products, gain a lot of honest reviews, and then continue evolving, upgrading the products to perfect them before we go out to the retailers.' That strategy paid off quickly. "Within less than six months, we became the number one organic pad on Amazon," said Paik. "Since 2017, we have consistently ranked as the number one pad on Amazon in the feminine pad category." Rael now stands in a market with enormous potential. According to Statista, the global feminine hygiene market is valued at $52.31 billion, with the U.S. market alone at $6.70 billion. The sector is projected to grow at a compound annual growth rate (CAGR) of 4.83% between 2025 and 2029, signaling significant room for innovation, disruption, and expansion. Rael's retail footprint is rapidly expanding, and the way consumers access holistic feminine care is evolving. Today, Rael products are available in over 20,000 retail locations throughout the United States. In 2025, Rael is executing its most ambitious retail expansion to date. Walmart introduced the brand's best-selling organic period care line in 1,549 stores in May, followed by the rollout of its cramp relief collection, including its popular menstrual heating patch, in 2,700 stores this June. Ulta Beauty plans to expand to 300 physical locations by July, blending Rael's skincare and period care into a single retail experience. Meanwhile, Walgreens will bring Rael's comprehensive line of hormone-conscious products, including period care, cramp relief, skincare, and intimate wellness, to 5,000 stores nationwide starting in July. "These retail partnerships are more than just expansion—they represent a shift in how we approach cycle syncing and self-care in the U.S.," said Paik. "Our mission has always been to make clean, high-performance cycle care accessible to all." Rather than relying on a single hero SKU, Rael strategically expanded its product line to deepen wallet share and brand loyalty. From pads and tampons, they moved into skincare, intimate care, and supplements, all tied to what Paik describes as "holistic cycle care." "We wanted to take care of women not only for that one week when they're bleeding but throughout the four weeks of the cycle," she said. Sales are now divided almost equally between feminine care and skincare, with the best-selling products being their organic cotton pads and pimple patches. Rael's TikTok strategy became a powerful growth engine, with over 600,000 followers. "We've been pushing a lot of educational yet entertaining content," said Paik. 'Breaking the taboos and then making it normal to talk about periods.' Their international expansion—especially the rapidly scaling Korean market—now accounts for over 20% of global revenue. With its sights set on Japan, Southeast Asia, Canada, and Europe, Rael is positioning itself as a global leader in cycle care. "We use the Korean angle to go to Japan and Southeast Asia because there's a lot more affinity to Korean brands and Korean content in those Asian markets," said Paik. Rael is carving out a niche in the $6.9 billion U.S. market, which has long been dominated by multinational giants such as Procter & Gamble, Kimberly-Clark, and Edgewell Personal Care. Despite these incumbents, Rael's combination of clean innovation, K-beauty science, and cycle care storytelling positions it as a formidable disruptor. In addition to its tremendous revenue growth, Rael is committed to corporate social responsibility. Since 2019, the company has donated over 4 million units of period products in partnership with I Support the Girls. This non-profit organization collects and distributes essential items—including bras, underwear, and menstrual hygiene products—empowering women experiencing homelessness, impoverishment, or distress to stand tall with dignity. Two-thirds of the 16.9 million low-income women in the U.S. couldn't afford menstrual products in the past year, and half had to choose between period care and food. After the devastating wildfires in January 2025, Rael donated 2.2 million units to those affected in Los Angeles, working through I Support the Girls, Baby2Baby, The Pad Project, and Brown Bag Lady. Paik's advice for aspiring entrepreneurs, particularly women of color, shares invaluable insights on embracing your story. "I always felt so disadvantaged in the U.S. market as an immigrant... But now I'm using my difference, my cultural uniqueness, as my strength," she said.
