Founded in 2017, the brand continues its impressive trajectory after a $17.5 million Series A fundraising round late last year. Previously available online at GetRael.com and Amazon, Rael became Amazon’s #1 highest rated brand in the pads category within three months of launch, selling more than 1 million units and receiving 4000+ 5-star reviews.
“For our first major launch with a brick and mortar retailer, we wanted to work with a partner who is aligned with and supportive of our mission to better women's lives, and understands the importance of healthy and functional feminine care,” says Rael co-founder Yanghee Paik. “Target is the perfect partner because of their focus on discovering innovative, emerging brands and helping them grow to become the next-generation of household products.”
Rael joins digitally native brands such as Native, Quip and Harry’s, who all recently expanded to brick-and-mortar distribution with Target.
Simultaneous to their Target launch, Rael is elevating across multiple touchpoints, introducing redesigned core feminine care packaging and a website refresh at www.getrael.com that incorporates updated functionality, a new look and feel and an evolved aesthetic. It also moved to an expanded office space near downtown LA.