Rae Wellness is a technology company.
Rae Wellness has raised $14.5M across 3 funding rounds.
Key people at Rae Wellness.
Rae Wellness has raised $14.5M in total across 3 funding rounds.
Key people at Rae Wellness.
Rae Wellness has raised $14.5M in total across 3 funding rounds.
Rae Wellness's investors include Andreessen Horowitz, Craft Ventures, CRV, M13, Seven Seven Six, The Hit Forge, Andre Iguodala, Brandon Leonardo, Gautam Gupta, Katy Perry, Manish Chandra, Max Mullen.
# Rae Wellness: A Direct-to-Consumer Wellness Brand, Not a Technology Company
Rae Wellness is not a technology company—it is a dietary supplement brand operating in the health and wellness sector. The premise of your query contains an inaccuracy that's important to clarify before proceeding with the requested analysis.
Rae Wellness is a direct-to-consumer (DTC) supplement company that designs and sells nutritional products targeting women's health concerns.[1][2] While the company uses technology infrastructure (cloud platforms, e-commerce systems) to operate its business, these are operational tools rather than its core product or value proposition. The company's business model centers on manufacturing and selling physical supplement products, not developing or licensing technology.
Rae Wellness is a women's health supplement brand founded in 2019 and headquartered in Minneapolis, Minnesota.[2][3] The company develops science-backed dietary supplements addressing specific women's health concerns, including sexual wellness, hormonal imbalance, and mental fatigue.[3] Products are formulated to be vegan, non-GMO, gluten-free, and free from artificial preservatives and harmful fillers.[3]
The company serves health-conscious female consumers aged 18+ who prioritize clean-label, evidence-based wellness solutions and are willing to invest in premium products aligned with their values.[1] Rae operates primarily through a direct-to-consumer model via its website, supplemented by retail partnerships.[1][3] The company has achieved significant scale: it accumulated 4.5 million customers within three years and scaled sales annually before pausing operations in late 2023.[4]
Rae Wellness was founded in 2019 by Angie Tebbe, CEO and cofounder, who built the company on the ethos that wellness should be accessible to all.[3] The company launched during the pandemic-era wellness boom and achieved rapid retail expansion, securing shelf space at Target within months of its DTC launch, followed by placements at Whole Foods and Walmart.[4]
However, the company experienced operational challenges that forced a strategic pause in late 2023 after approximately three years of rapid growth.[4] Despite this hiatus, customer demand remained strong—the company's website continued receiving traffic and product reviews even while out of stock, and customers actively sought the brand in retail locations.[4] This sustained demand prompted founder Tebbe to relaunch the company in 2025, beginning with a presale on its website and planning a gradual return to an omnichannel model.[4]
Rae Wellness operates within the rapidly growing health and wellness market driven by increasing consumer awareness about preventive health and lifestyle optimization.[1] The company is part of a broader wave of DTC supplement brands that emerged during the pandemic, leveraging e-commerce and social media to bypass traditional retail intermediaries and build direct customer relationships.[4]
The timing has been favorable: consumer spending on dietary supplements and women's health products has accelerated, and DTC brands have demonstrated the ability to scale quickly by building engaged communities.[2] Rae's expansion into major retailers like Walmart (4,000 stores) represents a hybrid omnichannel strategy, meeting customers both online and in physical retail locations where they already shop.[3]
The company's relaunch in 2025 reflects a maturing market dynamic: early-stage DTC brands that grew too quickly are now recalibrating for sustainable, profitable growth rather than pure scale.[4]
Rae Wellness is executing a measured comeback after learning hard lessons about growth velocity and operational capacity. The company's decision to rebuild gradually—starting with DTC, then expanding to retail—suggests a more disciplined approach to scaling. With secured inventory, manufacturing backups, and proven product-market fit (evidenced by 4.5 million customers and sustained demand during its hiatus), Rae is well-positioned to recapture market share in the women's supplement category.
The key question ahead is whether the brand can maintain its premium positioning and customer loyalty while expanding distribution. The company's ability to balance DTC profitability with retail accessibility will determine whether this second chapter becomes a sustainable growth story or another cautionary tale about pandemic-era scaling.
Rae Wellness has raised $14.5M across 3 funding rounds. Most recently, it raised $9.0M Series A in June 2021.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Jun 1, 2021 | $9.0M Series A | Andreessen Horowitz, Craft Ventures, CRV, M13, Seven Seven Six, The Hit Forge, Andre Iguodala, Brandon Leonardo, Gautam Gupta, Katy Perry, Manish Chandra, Max Mullen, Odell Beckham Jr., Rob Theis, Stacy Brown-Philpot, Varsha Rao | |
| Dec 1, 2020 | $500K Series A | Able Partners, Andreessen Horowitz, Craft Ventures, CRV, M13, Seven Seven Six, The Hit Forge, Andre Iguodala, Brandon Leonardo, Gautam Gupta, Katy Perry, Manish Chandra, Max Mullen, Odell Beckham Jr., Rob Theis, Stacy Brown-Philpot, Varsha Rao | |
| Dec 1, 2020 | $5.0M Venture Round | Andreessen Horowitz, Craft Ventures, CRV, M13, Seven Seven Six, The Hit Forge, Andre Iguodala, Brandon Leonardo, Gautam Gupta, Katy Perry, Manish Chandra, Max Mullen, Odell Beckham Jr., Rob Theis, Stacy Brown-Philpot, Varsha Rao |
