Rae Wellness

Rae Wellness develops and markets premium, vegan dietary supplements specifically for women's health. The company provides a holistic wellness system, offering products designed to support beauty, energy, and mood. Its approach emphasizes pure ingredients and scientific rigor, crafting formulations grounded in expert insight to address individuals' evolving needs effectively.

Angie Tebbe founded Rae Wellness in 2019, driven by the insight that accessible, high-quality wellness products were needed for women. She envisioned a values-led brand dedicated to nourishing body and mind from within, without compromising integrity. Headquartered in Minneapolis, Minnesota, the company aims to make holistic well-being attainable for its audience.

Rae Wellness caters to women seeking clean and efficacious supplements to enhance their daily health. The company’s long-term vision centers on being a trusted partner in customers’ wellness journeys, continually refining offerings through scientific understanding and user feedback. It aims to empower women by providing supportive products for their diverse health requirements.

# 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.

High-Level Overview

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]

Origin Story

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]

Core Differentiators

• Product Focus: Rae targets underserved women's health categories (sexual wellness, hormonal balance, mental fatigue) with science-backed formulations, differentiating from generic multivitamin competitors.[3]

• Clean Label Standards: All products are vegan, gluten-free, non-GMO, and free from artificial preservatives, fillers, and colorants—addressing consumer demand for transparency and purity.[3]

• Affordable Pricing: The brand positions itself against "over-priced alternatives" in the wellness market, emphasizing that quality supplements shouldn't be expensive.[6]

• Customer Loyalty Mechanisms: The company employs a 45-day satisfaction guarantee and referral programs to build repeat purchases and organic growth.[1]

• Operational Resilience: Following its operational pause, Rae rebuilt with improved supply chain efficiency, including multi-month rolling inventory and manufacturing backups.[4]

Role in the Broader Wellness Landscape

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]

Quick Take & Future Outlook

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.