Supplements brand Rae Wellness is returning under founder and chief executive officer Angie Tebbe.
Rae was launched in 2019 by Tebbe, a former Target executive, with products that support sexual wellness, hormonal health and more.
But the brand had to pause in 2023 after retail execution challenges disrupted its ability to keep products in stock. At the same time, Rae was navigating a deeper misalignment with an investment partner whose priorities and decision-making approach conflicted with Rae’s mission to serve women and maintain reliable product availability, according to the brand. The combination of these issues contributed to prolonged out-of-stocks that Rae could not quickly recover from.
During this pause, Tebbe reacquired and restructured Rae. “I reached into my corporate 401k because we believe in this more than anything. I kind of stepped back and said, ‘maybe it’s over, maybe it’s not, maybe we should do it.’ But my husband and I looked at each other over dinner one night, we’re like, ‘let’s do this. It is fundamentally the right thing to do.’ We were getting tens of thousands of people a month come to our website. Women just kept coming. And so we knew at that moment, it was time to regain control and and do it all again, only better,” she said.
“The mission hasn’t changed,” she continued. “The products haven’t changed. What’s changed is our foundation, every partnership, every process, every piece of the business is now built to last.”
With the relaunch, Rae reintroduces eight hero products, each designed to meet women where they are in their wellness journey across stress, sleep, digestion, skin, sex, and hormonal balance. These include Pre + Probiotic Capsules, Multivitamin Capsules, In the Mood Capsules and Rebalance Capsules. Every Rae product remains vegan, non-GMO, gluten-free, and free from harmful fillers, colorants, and artificial preservatives. Capsules are priced at $19.99 and its Vegan Collagen Boost Powder at $29.99.
To begin with, the products will be available direct-to-consumer. And despite the difficulties she encountered last time, Tebbe still plans to expand into retail in the future.
“Rae was created to make wellness accessible without compromise,” said Tebbe. “We’ve rebuilt this brand from the inside out, not to start over, but to stand stronger for every woman who’s ever felt left out of the wellness conversation. This chapter is about ownership, alignment, and showing what happens when women build for women.”
