Rael is on a mission to redefine the intersection of beauty and wellness at retail.

Thursday, the Korean cycle care brand is announcing its latest expansion across several retailers with an assortment of categories. It is entering 300 Ulta Beauty doors via The Wellness Shop with supplements, period care and intimate care — Ulta is the first retailer to carry the brand’s supplements, and has also carried its skin care since 2024. Additionally, Rael is launching at 5,000 Walgreens doors with a comprehensive assortment of products across skin care and period care. The brand will also enter 1,549 Walmart doors with period care, followed by 2,700 Walmart doors with its pain relief products like its Heating Patch for Menstrual Cramps. This brings Rael’s total store count, which also includes Target, to more than 50,000 doors globally. Per industry sources, the brand has exceeded $100 million in revenue.

For president Lauren Consiglio, these moves mark a pivotal shift for the brand as it is now able to carry more of its offering under one roof, which has been founder Yanghee Paik’s goal since launch.

“We want to bring to life this idea of holistic cycle care. As we launched in the U.S., there were some categories that were easier and faster to be adapted, namely skin care” she said. “Then it went into period care, and now retailers [are] getting into this total wellness view, taking in multiple categories from not only period and skin, but also cramp care and even supplements. It just shows that the market is shifting.” 

Consiglio attributes this shift to the prioritization of overall wellness, increase in consumer education and proof of concept thanks to Rael’s growing business. 

“A lot of retailers started with testing certain products with us, saw that we performed and then looked to expansion,” she said. 

In addition, consumers are increasingly interested in organic period care products, which has been an ongoing movement in Korea following a lawsuit claiming negative health outcomes from a certain brand. Now, Consiglio said 50 percent of the period care market in Korea is organic and the number continues to grow. This led to a growing interest in organic in the region, and the U.S. seems to be following suit after reports of toxic metals in period care products last year.

“As people become more knowledgeable about just studying ingredients and thinking about what other categories it’s important for, organic will continue to grow, and we see that in the market starting already,” said Consiglio.

Furthermore, as Korean beauty has become increasingly popular in the U.S., Consiglio predicts period care will follow a similar trajectory.

“The Korean consumer is so sophisticated in how they take care of their skin and how they take care of their body,” she said. “People are starting to look at Korea beyond beauty, and looking at overall wellness trends.”

While retailers are now eager to highlight each vertical of the brand, from skin care to period care, it was previously a challenge, per Consiglio.  

“Our brand doesn’t cleanly fit with a single buyer or a single section in-store. Often we’re selling period care to a period buyer and skin care to a skin care buyer, and they don’t necessarily want the other products in their areas,” she said, adding that there is a shift now happening. “They’re starting to think about adjacencies. When I listen to a lot of the retailers talk, they’re talking about that, but they’re not all there yet, and I think that’s the biggest challenge.”

As retailers are more eager to carry the brand’s entire assortment, they are also merchandising in a new way to reflect Rael’s holistic cycle care mission. 

“Our ideal is to be merchandised together and tell our holistic cycle care stories, but we’re addressing her hormonal acne at the same time that we’re addressing her pads and/or her tampons and her cramp care. It’s a bit different,” said Consiglio. “Walgreens is starting to play with this, so our Walgreens launch that’s happening in July in over 5,000 stores will be a front-of-store placement where they have all categories together.” 

“Previously they were putting things in separate areas of the store,” she said. “Now they’re looking at bringing it together for that woman that’s shopping this way and wants that whole holistic cycle care story.” 

While retail expansion is Rael’s primary focus, Consiglio hinted at some upcoming launches, including two in the serum category and one in cleansing. Although the upcoming launches are in skin care specifically, the brand is equally focused on period care and new areas of women’s health.

“We see our business remaining split between skin care and period care. And with period including intimate care and cramp care, it’s really important to us. We don’t want one category to take over,” Consiglio said. “We’ve already addressed the menstrual cycle… Now we’re thinking about the first period to last period. Rael has permission to play in perimenopause, menopause, even fertility.”