Rael raises US$35M, “largest investment” in US feminine care category
30 May 2022 --- Holistic care brand Rael has secured US$35 million in a Series B investment round for continued product innovation in the feminine care space, such as clean period care, intimate care and skincare. The investment is led by Colopl Next and Signite Partners of Shinsegae Group, one of the largest conglomerates in Korea.
“This investment represents the largest amount raised in the US feminine care category and brings Rael’s total funding to US$59 million since the company was founded in 2017,” shares the Korean-American brand.
“The funding was also joined by Aarden Partners, ST Capital, and existing investors including Mirae Asset and Unilever Ventures.”
“We support Rael as it continues to scale its business and make holistic women’s wellness a seamless and approachable experience for all women worldwide,” comments Jeffery Lim, managing partner at Signite Partners. 
Rael’s development team is based in South Korea.
Global expansion on the horizon
With the investment, Rael plans to improve its product innovations for women’s wellness. Its development team is based in South Korea. Additionally, Rael aims to accelerate retail growth by expanding partnerships and investing in brand and trade marketing to advance its global expansion to 12 other countries.
“Rael is also expanding its executive leadership team, Lauren Consiglio as President, formerly a senior marketing executive at Unilever and L’Oreal,” says the brand.
“Consiglio brings over 20 years of consumer packaged goods (CPG) experience and will be responsible for strengthening Rael’s unique positioning as a holistic wellness brand for women and growing its retail and direct-to-consumer (DTC) business in the US.”
The brand aims to provide access to safe and natural period care and is raising the standard of holistic personal care and wellness by developing clean, effective products for women worldwide.
Asian beauty tech
Rael began to improve women’s wellness by leveraging technology from Korea, bringing organic, high-performing, comfortable products to the marketplace.
“Now, five years later, the company has evolved greatly, but our commitment to bringing women cleaner and more effective personal care solutions throughout their hormonal cycle has stayed the same,” said Yanghee Paik, CEO and co-founder at Rael. 
The brand aims to provide access to safe and natural period care.
“With this new capital and strategic investors, we’ll be able to continue pushing the envelope in terms of product innovation to become a holistic wellness brand truly. We’re also looking to amplify our marketing to reach more customers and support our retail expansion while maintaining our leadership on Amazon.”
He continues: “Ultimately, we want to become a global household brand and believe our new investors will be beneficial in accelerating our global expansion, especially in Asia.”
Three Korean-American women, including Paik, initially founded the company. It was launched in the US and expanded to South Korea, “where the organic category represents over 30% of the total feminine care market compared to less than 10% in the US.”
Edited by Venya Patel
