Rael, a South Korean women’s wellness startup, has significantly expanded its footprint in the U.S., benefiting from the growing popularity of K-beauty products. Paik Yang-hee, CEO of Rael, shared insights into the company’s success, highlighting the influence of Korean beauty standards on U.S. consumers.
“Korean women’s skincare preferences are highly regarded, and products favored by them often carry a seal of approval among beauty consumers in the U.S.,” Paik said during an interview with Maeil Business Newspaper on Tuesday. “Many in the U.S. recognize the discerning tastes of Korean women when it comes to skincare.”
Founded in 2016, Rael initially gained recognition in the U.S. for its organic sanitary pads. Within six months, the California-based brand became the top-selling organic sanitary pad brand on Amazon, a position it has maintained since 2019. Rael has expanded globally, now sold in 14 countries and stocked in 36,000 retail stores worldwide.
Rael’s success story is further evident in its financial performance. The company surpassed 100 billion won ($68.85 million) in annual revenue in 2022 and has sustained an annual growth rate of over 20% in the past three years. In 2024, Rael’s revenue exceeded 150 billion won, with a target of 200 billion won for 2025.
The company’s expansion into beauty and wellness is a key part of its strategy. Paik’s vision is for Rael to become a leader in “360-degree women’s wellness care,” a concept that has resonated with U.S. consumers. Notably, half of Rael’s U.S. revenue now comes from Rael Beauty, driven by popular products such as hormonal cycle-targeted face masks and Korean-style acne patches.
“I have always been concerned about the skin issues women face due to hormonal changes,” Paik explained. “Venturing into beauty was a huge challenge, but the response to our face masks and acne patches gave me confidence that we could succeed in this space.”
In response to growing demand for a full skincare lineup, Rael introduced its Miracle Clear skincare line in 2023, specifically designed for sensitive skin and utilizing K-beauty technology. The line has quickly gained popularity, particularly among younger consumers, contributing to a significant revenue increase in the U.S. within just three years.
A pivotal moment for the brand came in October 2024, when Rael Beauty achieved a major milestone by launching in all ULTA Beauty stores across the U.S. ULTA Beauty is the country’s largest beauty retailer, making this expansion a significant step in Rael’s U.S. strategy.
Paik attributes Rael Beauty’s success to the brand’s unique approach, which combines feminine care and beauty in a way no other brand does. “Rael is pioneering a one-of-a-kind approach,” she said. “No other brand in the world integrates feminine care and beauty the way Rael does.”
The company’s social media strategy, particularly on TikTok, has also played a key role in its growth. Through the Rael Cycle House campaign, the brand educates consumers about the different skincare needs throughout the menstrual cycle. This campaign has been widely successful, helping Rael’s TikTok account amass over 500,000 followers, making it the largest following among global feminine care brands.
Rael’s commitment to quality is another cornerstone of its success. Like its sanitary pad business, Rael emphasizes Korean manufacturing expertise in its beauty products. Most of Rael’s key products are developed and produced in Korea before being sold globally.
“Even before launching Rael, I was determined to create high-quality products using Korean technology and expand them internationally,” Paik concluded.
Rael’s continued success in the U.S. is a testament to the growing influence of K-beauty products worldwide and the company’s ability to innovate within the competitive beauty market.
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